Steve Birkby, retail partner at Liverpool agency Mason Owen, died last weekend whilst out cycling.
Mason Owen issued a statement yesterday on its website which read: "It is with the deepest regret that Mason Owen have to announce that Steve Birkby died suddenly whilst mountain biking on Saturday 21st February.
"We have lost a dear friend and respected colleague and trust everyone who knew Steve will join us in our condolences to his family and friends."
The results of the post mortem have yet to be released but Birkby was not believed to have been involved in a collision.
Birkby was a keen mountain biker who helped raise money for charity with sponsored rides including cycling the 128 miles of the Leeds-Liverpool canal in 2007 in aid of Heart Research UK.