COCOA BEACH, Fla. (CBS12) — Two people died Tuesday afternoon after a drowning incident at a popular stretch of Cocoa Beach, prompting an emergency response from local fire crews.

The Cocoa Beach Fire Department said its crews were called to a reported water rescue near 4th Street South at around 1 p.m. on April 14, after reports that several people were struggling offshore. When firefighters arrived, they found four people in the water and immediately jumped into rescue mode.

Officials said two of those pulled from the ocean were unresponsive. Crews began life-saving efforts at the scene before rushing both victims to Cape Canaveral Hospital.

Despite those efforts, the victims — a 42-year-old man visiting from Connecticut and a 34-year-old woman from Ohio — were later pronounced dead.

The other two people involved were checked out at the scene. Their conditions were not released.

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Early information points to rip currents as a factor in the incident. Fire officials say rip currents can form suddenly and are especially dangerous because they pull swimmers away from shore, often faster than people realize what’s happening.

First responders are again urging beachgoers to pay close attention to ocean conditions, warning flags and advisories, and to avoid entering the water when the surf is rough. Swimming near lifeguards, officials say, can also make a critical difference when seconds matter.

“Our hearts go out to the families and loved ones impacted by this tragedy,” the Cocoa Beach Fire Department said in a statement.

The incident remains under investigation.