Jack LaLanne, the longtime fitness and nutrition advocate, and entrepreneur known as the Godfather of Fitness, died on Sunday at 96.

LaLanne died at his Morro Bay, California home of pneumonia a spokesman said, according to a published report. Lalanne had heart valve surgery in 2009.

I have not only lost my husband and a great American icon, but the best friend and most loving partner anyone could ever hope for, his wife Elaine LaLanne said in a released statement.

Lalanne, who started out as a chiropractor and bodybuilder, had a syndicated television program known as the Jack LaLanne Show from 1951 until 1985. He received a star on the Hollywood Walk of Fame in 2002.

I can't afford do die, it would wreck my image, he on a television program while promoting his 11th fitness book at age 95.

The only way you hurt your body is inactivity ... that's the killer, he said.

As recently as 2007, he received the Presidential Council On Fitness and Sports Lifetime Achievement award.

LaLanne opened his first fitness club in 1936 and later had a chain over 200 clubs bearing his name. He eventually licensed the club to the Bally Company in the 1980s. The chain eventually became  the Bally Total Fitness chain.

LaLanne also promoted the nutritional value of fruits and vegetables using while selling his Jack LaLanne Power Juicer machine.

In one stunt at age 60 during the 70s, LaLanne upped the ante from a previous swim from Alcatraz Island to Fisherman's Wharf. The second time he did it handcuffed, towing a 1,000 pound boat. 

He is survived by sons Dan and Jon, as well as daughter, Yvonne.