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 died after needing medical attention during the swim portion, which is the first leg of the event.

The Times Free Press reported that officials said Montague's heart "gave out." 

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 identified Montague, who was not from the local area. 

Updated @ 9:04 a.m. on 5/24/16.