PITTSBURGH -- Funeral visitations are under way for the late television pitchman and McKees Rocks native Billy Mays.

Mays likely died of a heart attack in his sleep, but further tests are needed to be sure of the cause of death, a Hillsborough County, Fla., medical examiner said Monday.

Visitation will be 1 p.m. to 8 p.m. Thursday at the Anthony M. Musmanno Funeral Home at 700 Seventh Street in McKees Rocks. His funeral Mass will be 9:30 a.m. Friday at St. Mary Church in McKees Rocks.

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On Thursday, NBC's "Today" show talked exclusively Billy Mays' business partner and fellow pitchman, Anthony Sullivan. The two starred together in the Discovery Channel series, "Pitchmen."

Sullivan said the real Billy Mays was much quieter than the man on TV.

“I think people just really grew to love him. He became America's salesman,” said Sullivan. “To this day I don't really know how he did what he did or why he was so good at it, but there will never be another Billy Mays. He was an amazing guy."

Sullivan worked with Mays for 15 years and knows how much he loved the business and his fans.

"He always made sure if it was an inventor or someone like OxiClean, he did his best," Sullivan told Channel 11 News on Thursday. "He was the hardest working man on TV."

Sullivan shared success with Mays for many years, and the two became like brothers.

"Billy knew how to get under my skin, and I knew how to get under his skin," said Sullivan. "It was a serious rivalry, and I don't know where it came from."

"It's obviously a sad time, but we're just going to celebrate my dad's life," said Mays' son, Billy Mays Jr. "He's still with us. We can watch him whenever we want, and he wouldn't want us to mourn for him. He'd just want us to carry on."

"Every time I was on the phone, he'd say, 'I love you. I love you guys,'" said Mays' brother, Randy Mays. "He never forgot where he was from."

In lieu of flowers, memorial donations may be made to Focus on Renewal, 710 Thompson Ave., McKees Rocks, Pa., 15136.

Mays told his wife he didn't feel well when he went to bed sometime after 10 p.m. Saturday. Earlier in the day, he said he was hit on the head when his flight from Philadelphia had a rough landing at Tampa International Airport. The airline said no passengers reported serious injuries.

Medical examiner Dr. Vernard Adams said the McKees Rocks native suffered from hypertensive heart disease, and the wall of the left ventricle of Mays' heart and the wall of one of his arteries were enlarged. The boisterous, bearded 50-year-old known for hawking OxiClean and other products on national commercials was found dead Sunday by his wife in their Tampa condominium.

"The heart disease is perfectly consistent with sudden death," Adams said.

An official cause of death will be issued after toxicology and other tests are completed in eight to 10 weeks.

Religious and devoted to his family, Billy Mays grew up in McKees Rocks and graduated from Sto-Rox High School in 1975, where he played football.