A Go Fund Me page set up yesterday for Dean Mercer's family has already raised $24,000.
More than 180 people have donated to the fund, with the cash going to the former Ironman champion's wife and four sons.
The 47-year-old former died after suffering a heart attack while driving in Mermaid Waters on Monday.
An informal memorial was held at his surf club in Kurrawa last night, with hundreds of friends and former Ironman rivals turning out to have a beer and share stories about the much-loved man.
You can donate by clicking the link below.