Former RSC Equipment Rental executive Jim York died suddenly of a heart attack between Christmas and New Year’s, while on a hunting trip in Texas, Volvo Rents’ Pete Post told RER Reports.

“Jim was on a hunting trip with his son, and his wife and daughter were headed out to meet him when he collapsed suddenly,” Post said.

Post, who worked with York for many years at Prime Equipment, said York was slim, in good shape and looked much younger than his 63 years. “The last one you’d ever expect it to happen to,” Post said.

York was a popular and well-known figure in the rental industry and a large crowd attended his funeral. York had worked with Sky Trak for years before joining Prime Equipment where he rose to the position of executive vice president of sales. “Jim was very much involved during Prime’s big growth years in the 1990s,” Post added. York was with the company through various changes of ownership, including its acquisition by Atlas Copco and eventual merger with RSC.

In recent years, York had a sales position with Sullair Corp, traveling a lot in the United States and working with major accounts.

York is survived by his wife Jane, son Jay, and daughter Rachel.