Emergency services were called to reports that a man was missing in the water.

Despite attempts to revive the man, believed to be aged in his 60s, by members of the public and emergency services, he died at the scene.

South West Rocks Surf Lifesaving Club president Rod McDonagh said members of the club were among those on scene.

"I was notified that members of the public and club members were performing CPR on a man on the beach," he said.

"It appears the man had an issue in the water, I'm unable to confirm if he suffered a medical issue. He was taken to shore by members of the public who began CPR to try and revive him.

"Once the ambulance and police arrived, they took over."

Rod said the members of the public and local Surf Lifesaving members did as much as they could yesterday.

"Our members assisted the family and comforted them. They offered transport and provided refreshments for the people involved in the incident," he said.

A report will be prepared for the coroner.