Greg sadly passed away on Wednesday after suffering a heart attack at Middle Rock.

The former CEO of Surfing NSW was doing what he loved best, according to his successor Mark Windon.

"Froudy was very much a people person. I don't think you'd find anyone who would say a bad word about him," Mr Windon said.

"Surfing NSW would like to send its heartfelt condolences out to the Froud family, following (his) passing.

"He was a bit of a journeyman too but was enjoying living up around Lake Cathie. I think he did a bit of travelling around and at one stage was doing some work with Surfing Tasmania.

"Back in the day, Greg was in a paid administration role with the then-called NSW Surf Riders Association. It was a much different organisation than what it is today.

"But Froudy certainly laid the platform for what NSW Surfing has become. And there would be lots of pro surfers from around the 90s who would certainly have a good word to say about Froudy because of his commitment."

A love of surfing pushed Mr Froud into being involved in some of the biggest surfing competitions in NSW.

His passion and commitment - although they 'sound like a catch cry' - was really what Mr Froud was about, according to Mr Windon.

"He loved surfing and wanted to put back into surfing," he said.

Mr Windon said Surfing NSW was supporting a Facebook and Twitter push to fund raise for the former Surfing NSW boss.

"This money - which has quickly topped $10,000 - will go into trust for Greg's son Ripley. Sadly Greg lost his wife about five years ago too," he added.

Mr Windon said Greg Froud will be remembered as everyone's mate and a person who could make you have a laugh after a tough day.

There were no funeral arrangements available.