A cyclist has died after suffering a heart attack while riding in the recreational event of the Cadel Evans Great Ocean Road Race.

Paramedics were called to Barwon Heads, south-east of Geelong, about 8.50am on Saturday morning.

Ambulance Victoria spokesman John Mullen said the man, aged in his 50s, had suffered a heart attack and gone into cardiac arrest.

He had been cycling in the People's Ride, a recreational event preceding the elite men and women's races.

Medical crews at the scene performed CPR before paramedics arrived.

The man was taken to Geelong Hospital but a spokeswoman confirmed he died before reaching the hospital.

The event's organisers offered their condolences to his family in a statement.

"We appreciate everything Ambulance Victoria and the event's medical team did to provide the best possible medical care," the statement read.