Mr Church (43) died of a suspected heart attack in Palmerston.
His sister, Stevie Church, said from Rerewhakaatiu, Rotorua, last night the family was struggling to come to terms with the tragedy.
"We're still in shock, to be honest.
"He was in a shed building a saddle in Palmerston on Friday morning and he had a heart attack."
Mr Church was a popular and successful competitor at the Lawrence, Omarama, Wanaka, Millers Flat and Waimate rodeos.
"He was also very well known out Mosgiel and Outram way," Ms Church said.
Mr Church was one of New Zealand's premier rodeo exponents, winning 15 all-round titles from 1985 to 2004 - the same number as his father, Merv, who is widely regarded as the father of the modern rodeo in New Zealand.
He was bareback champion nine times, steer-wrestling champion four times and bull-riding champion seven times.
Three of his brothers, Clarry, Daryl and Corey, are also champion horsemen.
The Church family has dominated the New Zealand Rodeo Cowboys Association championship, with a family member winning the New Zealand all-round champion every year, except four, since 1983.
Taupo Rodeo Club called Mr Church "a true all-round cowboy taken before his time; a legend who will never be forgotten".
Mr Church is survived by his wife, Christine, and four children, Paige, Sam, Renae and Jamie.
