(WESH) -- A man from Georgia was pulled from the Atlantic Ocean around noon Saturday near the Cardinal Approach at A1A and Cardinal Drive in Ormond Beach.

Choppy surf and strong wind has created rough conditions at the beach.

Red flag warnings due to rip currents is in full affect for Volusia County Beaches.

The threat and reality of the danger is all too real as lifeguards confirm a 30-year-old visiting from Georgia died after getting caught in a rip current Saturday afternoon.

It happened near the Cardinal approach and we're told people tired to perform CPR on the victim. He was later pronounced dead at the hospital.

At last check Volusia County Beach Safety Open Rescue responded to 48 rescues mainly due to hazardous rip currents and that number continues to grow.

"Volusia County Lifeguards have rescued a little over 100 people in the past few days and we've been flying a red flag since Thursday and it's extremely important to know the conditions of the water," said Cpt. Tammy Marris.

The holiday weekend brought out a red flag warning for Volusia County Beaches and a day of fun in the sun mixed with choppy surf turned tragic at Ormond Beach.

"We had a couple bathers go out and get caught in a rip current
Training kicked in and witnesses says an off duty lifeguard and surfers responded to the couple out at sea. We're told the couple was visiting from Georgia," Marris said. "They were both caught in a rip current one managed to make it out and the other one was pulled to shore"

"I watched and prayed that the man would respond," saidKathy McAdams. Her friend saw it all and tired to help.

"A lot of people went running and I told him to stay out of the way," McAdams.

But it was too late.

"It's rough the current is actually pulling pretty bad
It's extremely important to know the conditions of the water and swim in front of an open lifeguard tower," Marris said.