Hulk Hogan, whose flamboyance and star power helped transform professional wrestling from a low-budget regional attraction into a multibillion dollar industry, died Thursday in Clearwater, Florida. He was 71.

Police and fire department personnel in Clearwater were called to Hogan’s home on Clearwater Beach, where Hogan was treated for cardiac arrest, the police said in a "news alert” post on Facebook. He was taken to nearby hospital, where he was pronounced dead, they said.

Hogan was the face of pro wrestling for decades, with his blond hair and horseshoe mustache, colorful bandannas and massive biceps, which he referred to as "24-inch pythons.”