A male surfer waved for help and was pulled from the ocean by a member of the public at a South Auckland beach today.
Despite the heroic efforts of dozens of Surf Lifesavers, paramedics and a doctor, the man was pronounced dead at the scene.
A beachgoer at Karioitahi Beach, 70km southwest of Auckland, spotted the man waving for help about 1pm, said Karioitahi Surf Lifesaving Club head Mike Lawrence.
The man was surfing approximately 1km north of the surf club and flagged area, when he was seen waving for help.
"A member of the public went out and brought him back to shore. He began CPR on him while another member of the public came back to the surf club to raise the alarm."
Senior lifeguards used defibrillators and oxygen until St John paramedics arrived.
A Westpac Rescue Helicopter also responded with a medic on board.
Despite the combined efforts, that Mr Lawrence said lasted over an hour, the man was unable to be resuscitated and was pronounced dead at the scene.
St John duty centre manager Olive Taylor said: "We were called to the Kariotahi Beach and when we arrived the patient was pronounced deceased at the scene," she said.
Police were due to release more information later today, a spokesman said.