A 53-year-old man died while competing in the swimming leg of the Noosa Triathlon yesterday morning.
Other athletes tried desperately to save the man, from Victoria, after they noticed he was in trouble.
However, he was pulled unconscious from the water about 7.50am and could not be revived.
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A Noosa Triathlon spokesman said the organisation was "deeply saddened" by the death.
"The athlete received immediate aid by fellow athletes towards the end of the swim before being extracted from the water for continued medical assistance by water safety and medical personnel," the spokesperson said.
"Our condolences go out to the athlete's family and friends, whom we will continue to offer our support.
"We thank the athletes who stopped to provide aid, as well as the first responders and medical personnel who worked quickly to provide the athlete with medical support."
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Queensland Police are not treating the man's death as suspicious and a report is being prepared for the coroner.
Yesterday's race marked the 40th anniversary of the Noosa Triathlon. Female champion Ashleigh Gentle won a record 10th title, while Kiwi Hayden Wilde set a course record to win the men's event.
