Whangārei Heads fire chief Paul MacDonald said one appliance was sent and that his firefighters took instructions from police who were in-charge of the scene.
He said the man's body was retrieved about 6m from shore.
The sea condition at the time was nice and calm, he said.
St John sent a first response unit, ambulance and helicopter to assist but were not needed.
Coastguard was alerted but decided the Whangārei Heads Surf Club was the nearest port of call.
Lifeguards were prepared to attend to the callout but were not required.
Police would only say that the death has been referred to the coroner for investigation.