Friends of Bob Fry have said they are devastated by his loss, after he drowned in Portugal, but they are not surprised by his bravery.
Mr Fry and his wife Deb, of Springfierld Crescent, Wootton Bassett, died as they attempted to save their children Rosie, 11, and George, nine, from dangerous waters in the Algarve.
Mr Fry, 52, who was an architect, had been involved with Wootton Bassett Rugby Club for about 30 years and chairman Phil Williams said everyone who knew him was shocked and saddened.
"For many years, I played rugby with Bob," he said. "He was a superb character and he was a real stalwart of the club. He did lots of things behind the scenes that nobody ever saw.
"He was a super guy, who talked to everybody and it's typical of what he would have done - seen kids in trouble and jumped into the water to save them.
"He was a quiet man with a heart of gold. It is a sad loss to the community of Wootton Bassett Rugby Club.
"Deb was a quiet girl in the background and she was an ideal wife and mother."
A minute's silence will be held by the club ahead of Saturday's game against Frome, while it has also cancelled its vice presidents' lunch, as a mark of respect.
Mr (Bob) Fry was also a coach at Brinkworth Cats FC Under 10s, which his nine-year-old son George played for.
A statement from the club said: "Bob was with us at its inception and has been a driving force behind many of our activities on and off the field.
"He was much loved by all the players and hugely respected by the parents and other coaches. We will all miss him and Deb dearly.
"Our thoughts are with their children, George and Rosie, at this time of great sadness."
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