Organisers of yesterday's Prudential RideLondon-Surrey 46 sportive have revealed that a man taking part in the event died after sustaining a cardiac arrest on Cromwell Road, around 13 miles into the event.
Maris Ozols, aged 67, lived in West London and leaves behind a wife and four children.
He was treated at the scene by medical personnel and fellow riders but sadly did not survive.
His son, Martin, said: “Maris lived life to the full. He was a much loved husband, father and grandfather who refused to get old. He died doing what he loved.”
The shorter, 46-mile sportive which misses out the Surrey Hills that are included in the 100-mile version was added last year, with the two events together attracting more than 28,000 riders.
Organisers said: "Everyone involved in Prudential RideLondon would like to express our sincere condolences to Maris’s family and friends."
They added: "No further details will be released and the family has asked for privacy.
"The exact cause of death will be established by later medical examination."
A MyDonate fundraising page has been set up in his memory, and at the time of writing is around halfway to achieving its £500 target.
The page's description says that Mr Ozols "was a fit and active man, who partook in yoga and swimming several times a week. We never saw it coming. He didn't have a history of heart problems as far as we knew.
"As is commonly said for the recently passed, he had a zest for life. Maris really did. He was very active, with a large social circle and made the most of every day whether it was visiting museums, exercising, participating in community events, spending time with the family or going to watch live music."
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.