LABOR member and community advocate Tony 'Gubbo' Gubbins has died riding his bike in Hervey Bay at the weekend.

Mr Gubbins, 68, died from a heart attack on Saturday about lunchtime.

He was riding his bike about one block away from his home when he had a heart attack.

Paramedics' best attempts at CPR failed and he was pronounced dead at Hervey Bay Hospital.

The shock death has left his family in disbelief.

Mr Gubbins' daughter Emma told the Chronicle her father was a passionate and caring man, both publicly and privately.

"He would fight for the underdog through politics and with the Cancer Council - he always wanted to get involved and to help," she said.

"It's just such a shock, we are all numb."

Father to two, grandfather of four and great-grandfather of one, Mr Gubbins' life was his family.

Mr Gubbins' partner Marilyn West, to whom he affectionately referred as 'Maz', was his biggest supporter and best friend, particularly during his battle with cancer.

Recently being cleared of bowel cancer and other health scares, Mr Gubbins made the most of his time on Earth - travelling the world and spending time with his family.

"He's dodged a lot of bullets in his life - this one hit him," Emma said as she wept.

Announcing last year he would withdraw his candidacy for the seat of Hinkler in the next Federal Election, Mr Gubbins spent his final months relaxing in Hervey Bay, but stayed active in the community.

Labor values were embedded in Mr Gubbins' psyche, fellow branch member and Central Queensland University classmate Jane Barnes remembered.

"He was a beautiful man," she said.

"He touched many people's lives - I shall miss him greatly."

Funeral arrangements are being made but a date is yet to be set for the service, to be held in Hervey Bay.

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