Geelong chief executive Brian Cook has paid tribute to Paul Couch, who has passed away at the age of 51.

Couch enjoyed a glittering career with the Cats, winning the 1989 Browlow Medal.

"Paul Couch was an icon of the Geelong Football Club and a friend to all who knew him," Cook said.

"With a Brownlow Medal, three best and fairests and selection in the club's team of the century, Paul's record speaks for itself.

"Paul was a critical player in returning the club to being a regular finals team and was a great big game performer.

"However it was as a fun loving person, husband and father that Paul excelled.

"We pass on our deepest condolences to Paul's family and friends at this very sad time.

"Paul remained close to many at the club and to his teammates from the 1980s and 1990s. He will be deeply missed by all that knew him."

Geelong will wear black armbands in its NAB Challenge match against Essendon in Shepparton on Saturday in a mark of respect for Couch.