Surfer, Matthew Richell drowns after accident at Tamarama beach.

At around 2.00pm numerous rescue services responded to reports of a surfer in distress near Tamarama beach.

The surfer, now indentified as Matthew Richell, CEO of Hachette Australia, struggled after being swept up against rocks.

Another surfer had come to his aid, but it appeared Mr Richell was unconscious upon their arrival.

Bondi lifeguards responded on their jet skis to the unpatrolled beach.

CPR was commenced on the patient until paramedics arrived minutes later.

Specialist intensive care and helicopter crews also assisted during the resuscitation, with additional support from local community "Hatzolah" first responders.

After some 40 minutes, Mr Richell was declared deceased on scene.

Ambulance Inspector Norm Spalding said that effective CPR was underway on their arrival.

Bystanders and surfers did everything they could do to save the man.

Police have commenced investigations and will prepare a report for the coroner.

Mr Richell leaves behind a wife and two children.