The well-known 37-year-old Gunnedah Red Devils rugby reserve coach and former captain died suddenly on Saturday after suffering chest pains.

He leaves behind wife Emma Costello and three daughters who are just seven, five and three.

Shattered members of the rugby community met at the Gunnedah Rugby Club on Sunday morning.

“The boys got together to voice their concerns and cry with each other,” Red Devils reserve team assistant coach Josh Launders said.

“We just wanted to be there for everyone.”

Devils stalwart Ed Howarth said the Gunnedah Rugby Club wanted to show their support for “our boy and his family”.

The club, and the Gunnedah Rugby League Football Club, have asked people to hang out a football jersey in honour of Alex. Already, jerseys are appearing in windows and on verandahs around the town.

People are asked to take a photo of their jersey and post it on Twitter or Facebook with the hashtag #putyourjerseyout.

Alex’s niece Libby Wicks has started a gofundme crowd fundraising page for the Costello family, which this morning had already raised close to $12,500.

“I started it because people were wanting to help,” Libby said.

The money will go towards the costs faced by Alex’s young family.

“He was a loving, caring man who loved his family, wife and friends dearly,” the gofundme page says.

“He worked hard to make sure the girls never went without anything, he loved his rugby and played for the Gunnedah Red Devils and never passed up the chance to run on the field and play as hard as he could.

“His family was passionate about sport with the girls playing sport or doing dancing or any activity after school.

“Both Emma and Alex were members of many sporting committees including Gunnedah touch, Gunnedah oztag, Gunnedah rugby league, Gunnedah rugby union – they also took a lot of time out to help coach rep touch.

“Alex’s death has shocked the town of Gunnedah and has affected many people.”

Alex was a teacher in Cairns for many years before moving to Gunnedah, and he had a love for the Rabbitohs and fishing.

Emma’s sister Michelle Wicks said Alex had been getting ready for the day’s action at Gunnedah Rugby Park on Saturday morning when he began to have chest pains.

Mrs Wicks said he went to the hospital for a check up, but several tests did not detect any problems. He was transferred to the general ward and monitored.

He collapsed in the shower and could not be revived.

Mrs Wicks said there would be an autopsy and coroner’s report to try to determine the cause of death.

“He had no heart problems before that and there was no illness,” Mrs Wicks said.

Mrs Wicks said the two families were very close and Alex’s death was a terrible blow to all of them.

Alex’s mate Simon Thurbon said yesterday he had become close to Alex when he moved to Gunnedah four years ago.

“He was one of the people who, when I first came to town, befriended me and we have become good friends,” he said.

“The kids are friends as well. We were two old boys still running around for the Devils, he was 37 and I am 39 this year.

“He hid a real intellect inside his larrikin exterior.”

Mr Thurbon said the two had shared many conversations and also shared a common dislike for the NSW Waratahs, dressing as Brumbies superheroes to stir up Waratahs fans.

He said he was absolutely shocked at Alex’s death.

“This was definitely not on our radar,” he said.

“He was supposed to be heading up to the Gold Coast for a holiday and we were planning our table for the [Gunnedah Rugby Club] ball. He was the second grade coach and trying to organise all our players.

“He is leaving his three girls behind and Emma. They had such a strong bond, it was almost like a teenaged love.”

The Courthouse Hotel is planning a special fund-raising night for Alex Costello’s family on Saturday, April 23, with a live band. People will be encouraged to wear a jersey and donate to the family.

There will also be fund-raising at the Gunnedah Rugby Club Ball commemorating the club’s 125th anniversary on May 7, with commemorative jerseys and other items to be auctioned.