The death of 19-year-old Ryan Satterthwaite, a New Zealand teen described by loved ones as kind, loyal, and full of life, has sent shockwaves through the nation after he sustained a fatal head injury while participating in the viral collision sport known as “Run It Straight.”

Ryan was at a friend’s birthday party in Palmerston North on Saturday when he joined a casual round of the rugby-style tackling challenge — an unsanctioned, full-speed head-on collision game that has grown popular on TikTok and YouTube. Hours later, he was rushed to the hospital with serious head trauma. He passed away Monday, leaving behind a devastated family and a community in mourning.

His uncle, Pete Satterthwaite, was among the first family members to speak out, calling the incident both tragic and deeply preventable. “When I saw news stories about ‘Run It Straight,’ I immediately thought it was a stupid idea,” Pete told RNZ, “but I never imagined it would be Ryan.”

Describing his nephew as a “gentle soul” with a promising future, Pete added, “The ultimate aim of this game is to hurt your opponent. You lead with your shoulder, your head… it’s just madness.”

The emotional toll has been immense for the Satterthwaite family, who say Ryan had no history of reckless behavior and simply didn’t realize the danger. “He was a good kid,” Pete said. “He didn’t deserve this.”

New Zealand Police confirmed the teenager suffered a fatal brain injury in what they described as a non-criminal incident, but noted that inquiries were ongoing on behalf of the coroner. While Ryan’s match was informal and held at a private gathering, the game itself has been gaining notoriety for its brutal nature and viral appeal.

In response to the tragedy, Prime Minister Christopher Luxon condemned the viral sport, urging both youth and adults to abandon it. “This is a dumb, dangerous activity that puts lives at risk,” he said, calling on social media organizers and influencers to “stop immediately.”

The company behind the formal version of the game, RUNIT Championship League, distanced itself from the incident, stating that they do not condone “backyard versions” of their sport. However, mounting evidence — including multiple knockouts and a seizure at an official RUNIT event in Auckland last week — has done little to ease public concern.

According to Professor Patria Hume of Auckland University of Technology, the average impact in Run It Straight-style tackles exceeds that of professional rugby by fivefold, significantly increasing the risk of traumatic brain injury. “Ryan’s death was avoidable,” she said. “This is not sport. It’s a high-risk spectacle engineered for social media engagement.”

Even New Zealand Rugby issued a rare statement, warning young people to avoid the game altogether and instead seek “proper training in safe environments.”

Ryan’s former school, Palmerston North Boys’ High School, joined in the calls for awareness. Rector David Bovey admitted he had planned to speak to students about the dangers of Run It Straight just 20 minutes before learning of Ryan’s passing. “It’s heartbreaking,” Bovey said. “Our boys often don’t think about consequences. We have to change that.”

Ryan’s family, meanwhile, are pushing for a government-led crackdown on the sport’s formal organizers and for social media platforms to restrict videos that glorify the game. “This wasn’t just an accident,” Pete said. “It was a ticking time bomb. And Ryan paid the price.”