UPDATE: Police say the jet ski rider who died after crashing near Mooloolaba Beach on Friday afternoon was a Brisbane man in his 40s.
Initial information suggests around 3.30pm a jet ski crashed near Mooloolaba Beach, causing the rider to fall into the water.
Life guards pulled the unconscious man from the water and paramedics provided medical assistance, however the man was pronounced deceased at the scene.
Investigations are continuing.
Earlier: A JET-SKI rider died at Mooloolaba on the Sunshine Coast this afternoon.
The Queensland Ambulance Service has confirmed officers were called to the scene about 3.30pm and performed CPR on the man.
However, efforts to resuscitate the man failed and he was confirmed dead at the scene - just north of the Surf Club - a short while later.
Witnesses said they saw the man get pulled from the water after falling off his jet-ski and floating in the water for several minutes.
Police are also investigating whether there was an accident involving the jet-ski or if the man suffered a medical condition.