Col. Gene Montague died in Sunday’s Ironman competition. (Photo: Facebook)

Colleagues, friends and family identified the man who died during Sunday’s Ironman 70.3 event.

Col. Gene Montague diedafter needing medical attention during the swim portion, which is the first leg of the event.

The Times Free Press reported that officials saidMontague’s heart “gave out.”

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Army leaders couldn’t confirm the death without more information, such as a middle name and date of birth, and local hospital officials couldn’t confirm it because of medical privacy reasons.

But eventually, several social media posts identifiedMontague, who was not from the local area.

Updated @ 9:04 a.m.on 5/24/16.

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