Blair River was a big man. The spokesman for the ubiquitous Heart Attack Grill, a restaurant known for serving extremely unhealthy food in jumbo portions, died on March 1 at the age of 29. The cause of his death was not released, but friends speculated that he contracted pneumonia after a battle with the flu.
Heart Attack Grill is known for its theatrical presentations and enormous portion sizes of some of the most unhealthy foods around. When customers enter the building, they are weighed, given a hospital gown and served by waitresses dressed as nurses.
Rogers had previously auditioned for The Biggest Loser and had not been selected. He used this denial to influence his future at Heart Attack Grill, and the restaurant staff got to know him as a customer before he was the spokesperson.