Bellambi 'mayor' dies at NSW beach

An "icon" of the NSW Illawarra surfing scene has died doing what he loved at a beach just north of his home.

Colin "Colza" Hunter, 65, from Bellambi was pulled from the water at Sandon Point, Bulli on Monday morning but couldn't be resuscitated.

"At this stage, it's unknown what happened but the man potentially suffered a medical issue," a police spokesman told AAP on Tuesday.

There were no suspicious circumstances and a report will be prepared for the coroner.

About six fellow surfers saw Mr Hunter floating face-down and battled swells to bring him to shore, Fairfax Media reports. However he died at the beach.

Wollongong locals and friends of Mr Hunter have taken to social media to pay their respects.

"We all lost an icon today, the unofficial mayor of Bellambi, Colin 'Colza' Hunter," Tara Hodges posted on Facebook on Monday.

"Chances are if you were from East Corrimal, right through to Bulli and even beyond, you knew who Colza was.

"A man who wasn't wealthy in riches, but in spirit. RIP Old Fella, forever surfing!"

Local man Peter Micale commented on her post stating: "I can still picture him walking across the footy fields at St Paul's College ... to and from the beach, jeans no shirt with boardies and towel over his board almost everyday as I sat in the classroom looking out wishing I was him. RIP Colza."

Cimo Ando said the Bellambi pools will never be the same without Colza sitting there, waiting for the waves.

AAP understands a mass paddle-out of surfers is planned in the area to honour the much-loved local.