Andrea Pinarello, the son of Pinarello founder Giovanni, collapsed and died following a cycling race, according to reports in Italy.
The 40 year-old suffered a heart attack following the first stage of the Giro del Friuli, an amateur Italian stage race. He is reported to have collapsed immediately after crossing the finish line in apparent good health.
Paramedics successfully revived him, but a second heart attack shortly afterwards was to prove fatal.
Andrea, who had a long association with the Italian bike manufacturer, is survived by his wife and two children.
