Maximuscle founder Zef Eisenberg killed in land speed record attempt

Maximuscle founder Zef Eisenberg has been killed in a motorbike accident during his bid to set a new British land speed record. /@ZefEisenberg

Zef Eisenberg, founder of the global health brand Maximuscle, has been killed in a motorbike accident during his bid to set a new British land speed record.

Emergency services were called to Elvington Airfield near York at 4:30 p.m. GMT on Thursday afternoon after Eisenberg was involved in a high-speed collision and his family later confirmed his death.

The 47-year-old, who was based in Guernsey, one the Channel Islands, nearly lost his life on the same airfield in 2016 following a 370 kilometer-per-hour crash and there were fears he would never walk again.

Eisenberg returned to racing a year later but suffered multiple other serious injuries, including 11 broken bones, as he went in pursuit of ever-increasing speeds.

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Eisenberg broke the speed record for the "flying mile" at Penfield Sands in 2019, breaking a time set by actor Idris Elba four years earlier.

In 2015, he set a Guinness World Record for the top speed for a turbine-powered motorbike and notched three other records for speeds set on an electric motorbike.

The entrepreneur set up sports nutrition brand Maximuscle in 1995, with the company going on to become one of the most recognizable health brands in the world.

Eisenberg eventually sold the company to pharmaceutical giant Glaxosmithkline in 2011 for $209 million.