A Brit supermarket executive has died while paddle boarding in the sea off Lanzarote.
Tesco boss Ofer Deshe, was pulled out of the ocean by surfers after getting into difficulties off Famara Beach.
Medical responders tried to revive him after confirming he had gone into cardiac arrest.
But their attempts to save Mr Deshe, Tesco’s Head of Experience Design and Research, proved unsuccessful and he was pronounced dead at the scene.
The alarm was raised just after 3.30pm on Thursday.
A spokesman for a regional government-run emergency services coordination centre said: “The man who died was aged 50.
“We received an alert at 3.36pm on Thursday saying he had been pulled out of the water and was in cardiac arrest and attempts to revive him were being carried out.
“The appropriate emergency medical response was activated immediately and the medical responders continued with the attempts to save him after reaching the scene.
“The attempts proved unsuccessful and he was pronounced dead at the scene.”
A spokesman for the Civil Guard said: “We can confirm a 50-year-old British man has died in circumstances which are still being investigated.
“There is nothing at this stage to indicate the death is in any way suspicious.
“The autopsy will determine the cause of death.”
Well-placed sources said they believed the autopsy could point to the death being the result of natural causes and not drowning, although unsubstantiated local reports before the autopsy have indicated he died from drowning.
Autopsy results are not normally made public in Spain.
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One source said the Brit was aided by surfers after he got into difficulties near rocks and was seen collapsing onto his stand-up paddle board before falling into the sea.
The source added: “He had no ID on him, just a Go-Pro camera, but police were able to discover who he was after spotting him leaving a nearby apartment on CCTV to head to the water.”
It was not immediately clear if Mr Deshe was holidaying in Lanzarote alone or with family or friends.
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Mr Deshe, thought to be an accomplished stand up paddle boarder, was born in Haifa in Israel but studied at university in the UK.
He lectured at University College London and worked for Deutsche Bank before becoming MD at City of London-based Tobias & Tobias, whose main clients are large investment banks, asset management firms and insurance companies.
He became Tesco’s Head of Experience Design and Research in June last year.
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