Brooke Eby, the social media star and ALS advocate, dies at 37
Diagnosed at 33, she used her social media platform to chronicle the physical reality of the disease with unflinching humour.
Brooke Eby, the social media creator who used dark humour and raw honesty to raise awareness of amyotrophic lateral sclerosis (ALS), has died at the age of 37.
Her family announced her death on Thursday, four years after her diagnosis.
Eby was 33 when she first noticed a slight limp—a vague symptom that led to years of medical tests before she was diagnosed with ALS. Also known as Lou Gehrig's disease, the terminal condition gradually strips away a person's ability to walk, speak, swallow and breathe, while leaving their mind entirely untouched. About 90 percent of ALS cases are sporadic, meaning they occur in people with no family history of the disease.
To cope with her diagnosis and educate others, Eby took to TikTok and Instagram under the handle @limpbroozkit. Her millennial approach to terminal illness quickly found a massive online audience. In her first viral video, she chugged Relyvrio, a notoriously bad-tasting ALS medication, through a beer bong—an ironic nod to the famous Ice Bucket Challenge.
Eby's videos stood out because she refused to make them solely tragic. She shared the uncomfortable, difficult realities of her physical decline alongside sharp-witted jokes. During a fundraiser, she joked: "If a Kardashian got ALS, we would all be saved. The Kardashian Curse would be turned into the Kardashian Cure."
Beyond making videos, she channelled her platform into tangible projects. She founded ALStogether, an online community designed to connect people living with the condition, and collaborated with the clothing brand Silverts to design a range of stylish, adaptable garments.
As her illness progressed, Eby continued to document its physical toll. Her millions of followers watched her learn to navigate a wheelchair, heard her voice alter, and listened to her weigh the decision of whether to get a feeding tube.
Following her death, Eby's family has asked those wishing to honour her legacy to consider donating to ALStogether or Team Gleason, a charity that supports people living with ALS.
Key numbers
| What | Figure | Source |
|---|---|---|
| Age at death | 37 | Family announcement |
| Age at diagnosis | 33 | Brooke Eby's social media accounts |
| Percentage of sporadic ALS cases | 90% | Medical consensus |
In this story
| Name | Role in the story |
|---|---|
| Brooke Eby | Social media creator and prominent ALS advocate who died at 37 |
