Maximuscle founder dies attempting to break speed record
Zef Eisenberg died at Elvington Airfield while attempting to break a British land speed record.
Businessman and avid racer Zef Eisenberg, known for founding the sports nutrition brand Maximuscle, was killed while attempting to break a British land speed record at RAF Elvington in York.
Eisenberg's family have confirmed the 47-year-old's death to the BBC, and North Yorkshire Police have confirmed that an investigation into the crash is ongoing after emergency crews were called to the airfield at 4:30pm BST on Thursday October 1.
The same location where Richard Hammond crashed in a jet-powered dragster in 2006, Eisenberg had previously been involved in a "near-death" high-speed crash there in 2017 which left him with 11 broken bones.
Eisenberg, who ran the Madmax Race Team, had previously set a number of the 50-plus speed records he holds at the same location, with his accolades including the Guinness World Record for the fastest turbine-powered motorcycle.
Zef Eisenberg on his turbine bike at Pendine Sands in 2016. (Screenshot: MADMAXautosport on YouTube)
He also last year set the record for the fastest 'wheel-powered' flying mile at Pendine Sands – beating out Idris Elba's 2015 effort and Sir Malcolm Campbell's iconic 1927 record – when he reached 182.4mph on a motorcycle.
A recent post on the Madmax Race Team Facebook page suggest that Eisenberg may have been testing a heavily-modified Porsche 911 at the time of the crash that occurred yesterday afternoon.
Eisenberg first made a name for himself when he founded the Maximuscle supplement company in 1995, which he later sold in 2011 to multinational pharmaceutical company GlaxoSmithKline for £162m.
A self-proclaimed 'speed freak,' Eisenberg had hosted the ITV4 series Speed Freaks along with appearing on other TV shows such as The Bike Show.
Having resided in Guernsey since 2005, Eisenberg was responsible for raising the funds and managing projects to build the largest concrete skatepark and the largest adventure playground on the island, the latter of which he was awarded the 'Parish champion of the year' for in the 2019 Pride of Guernsey awards.