The managing director of one of Switzerland’s most prominent euthanasia firms died while climbing Mount Fuji during a family vacation.

Bernhard Sutter, 58, collapsed while ascending Japan’s tallest mountain with his son via the Fujinomiya route – the shortest, most direct way up the mountain. At around 3010 meters above sea level, he felt unwell and stopped at a mountain hut, where he lost consciousness and stopped breathing.

Staff sprung into action using a defibrillator to rouse him. He briefly began breathing again, but his condition rapidly worsened. Rescuers transported him to a local hospital where he ultimately died.

Sutter, who lived in Zurich with his family, had since 2015 worked as the managing director of the largest assisted dying firm in Switzerland, Exit. He joined the firm in 2007.

“Our thoughts are with his family and loved ones in these difficult hours. We express our deepest condolences to you,” a statement from Exit published online said.

Sutter’s cause of death has not been made public.

The Swiss executive is the second person to die since Mount Fuji hiking season began on July 1. Earlier this month a 65-year-old man died while climbing the mountain.

Around 200,000 people typically scale the 3,776 meter volcano each year.