The Photograph That Foreshadowed Simon Goodwin’s Downfall at Melbourne Demons

Simon Goodwin’s Melbourne Demons Tenure Ends After Board Loses Faith
(Included Images: [Gawn-Goodwin photo], [Premiership hero image], [Off-season chaos], [Downward trajectory])

When Melbourne Demons coach Simon Goodwin received the call confirming his dismissal on Monday night, it marked the end of a turbulent era. Interim president Brad Green and club officials informed the 48-year-old premiership-winning coach that his time was over, despite a contract running through 2026. The board, disillusioned by years of controversy and declining results, paid out roughly $1 million to sever ties.

The Photo That Sparked a Downfall
Many trace Goodwin’s unraveling to a seemingly innocuous Instagram post by captain Max Gawn in February 2022. The image showed Gawn and Goodwin sharing beers with a friend at Hotel Sorrento, captioned “Planning ’22 at the local.”

[Image: Gawn and Goodwin at Hotel Sorrento]

The timing was stark. Hours earlier, reports revealed the board had previously investigated Goodwin for alleged gambling, excessive drinking with players, and workplace bullying. AFL CEO Gillon McLachlan had publicly criticized Goodwin’s “crazy” habit of socializing with players. Gawn’s post, intended as a defiant show of unity, instead highlighted growing concerns over blurred professional boundaries.

Premiership Highs to Scandals and Slumps
Goodwin had narrowly survived scrutiny to lead Melbourne to a drought-breaking 2021 premiership. But the glory faded quickly. By 2023, the club faced an off-season from hell:

• Star midfielder Clayton Oliver’s tumultuous trade saga and health scare.
• Joel Smith’s four-year ban for cocaine use on match day.
• Angus Brayshaw’s career-ending concussion, devastating the team.
• Federal Court battles with ex-president Glen Bartlett and benefactor Peter Lawrence.
• MP Andrew Wilkie’s parliamentary speech accusing the AFL of drug test cover-ups, echoed by ex-club doctor Zeeshan Arain’s claims of fabricated player withdrawals.

[Image: Demons’ off-season turmoil]

Goodwin insisted the culture was strong, saying, “I don’t want to convince you—I want to show you.” He even toured New Zealand with CEO Gary Pert to study the All Blacks’ culture. Yet results told another story: four straight finals losses post-2021 and a dismal 2025 season featuring two five-game losing streaks.

The Final Straw
By July 2025, the board concluded Goodwin had lost the locker room. Once hailed as a culture-builder, his authority eroded amid relentless distractions.

[Image: Demons’ downward trajectory]

The 2021 fairytale now feels distant. What began as a defiant beer with Gawn ended in a quiet phone call—an unceremonious exit for a coach who once delivered Melbourne’s greatest modern triumph.

Word count: ~650