Geelong Cats legend Paul Couch has died aged 51.

It’s believed Couch, who played for Geelong from 1985 to 1997 and won the Brownlow medal in 1989, had a heart attack while cycling with friends.

Tributes for the 51-year-old former AFL midfielder have poured in on social media.

Geelong CEO Brian Cook said in a statement Couch was “an icon” of the club.

“With a Brownlow Medal, three best and fairests and selection in the club’s team of the century, Paul’s record speaks for itself,” Mr Cook said.

“Paul was a critical player in returning the club to being a regular finals team and was a great big game performer,” he said.

“However, it was as a fun loving person, husband and father that Paul excelled.

“He will be deeply missed by all that knew him.”

Former club president Frank Costa told 3AW radio Couch’s death was “a very, very sad occasion”.

“He’s a bloke that always had a smile on his face for everybody, he’s a guy that was sorely missed around the club.”

Couch died after coming off his bike on the Great Ocean Road in Marengo on Saturday morning, police confirmed.

He had been cycling with friends.

“At this early stage, his death is being attributed to some sort of medical condition,” police spokesman Leading Senior Constable Paul Turner said in a statement, adding that no other vehicle was involved.

Couch played 259 games, including three Grand Finals, and kicked 203 goals in his career for Geelong.

“He was a dominating bloke around the centre, with a wonderful left foot kick,” Costa remembered.

“He was around the club, with the past players he would come to games. He was always involved, he was a very active guy.”