The South Coast community is reeling from the loss of larger than life character Freddie Simon, who passed away suddenly over the weekend.
Anyone who had the pleasure of meeting Simon walked away richer from the experience, highlighting the impact the 49-year-old had on so many people - particularly in the Ulladulla area.
If he wasn't working hard in the business community, with both Australian Community Media (formerly Fairfax Media) and most recently Juggernaut Marketing, Simon was concentrating on helping grow the game of football on the South Coast.
Most notably with the South East Phoenix FC, where two of his three daughters Anna and Ella play.
During his three years with the Ison Park-based club, the New Zealand-born Simon held both the treasurer and marketing positions - helping grow their brand, especially during their re-naming from Southern Branch FC in November 2020.
"Freddie devoted countless hours to our club - being instrumental in the renaming to the Phoenix and the driving force behind our social media and advertising campaigns," South East president Glenn Wright said.
"His support and passion for the Phoenix was second to none, which helped the club grow to where it is today.
"He led by example off the field and got in and did what was required with our motto of passion, strength, unity and commitment.
"He was an extremely special member of our club and will be deeply missed by all of us at the South East Phoenix - our heartfelt condolences go out to his family."
The Phoenix are already developing plans to honour Simon, who was also a member of the Ulladulla Coastal Patrol, when they return to the Football NSW field in 2022.
"It has been proposed that our jersey carries a remembrance to Freddie which could be his work logo," Wright said.
"Discussions are still ongoing and nothing has been decided yet but we will definitely be honouring Freddie on and off the field next season and into the future."