In a move that has sent shockwaves through the AFL, the Melbourne Demons have sacked their coach, Simon Goodwin, with Brad Green, interim Melbourne president, citing the need for a “new voice” as a key driver underlying the Board’s decision.
Reflecting on the years since their Premiership, things have not fared well for the Melbourne Demons. Their demise has been rapid, consistent and painful. Since the high of premiership glory in 2021, the club have faced scrutiny over their culture, star players have been tested in unimaginable ways, an illicit drug scandal engulfed the club, and more recently, their list management has been questionable.
The list doesn’t end there. Administratively, they have been a shambles, with no better illustration than their former President, Kate Roffey, inducing her resignation through one of the worst media performances of all time in relation to Christian Petracca’s grievances with the club.
Enter Brad Green.
A former Demon himself, Green took over the presidency in September 2024, charged with overseeing a review of the Board.
Green’s strength has been highlighted through his consistency. In a letter penned to supporters in November 2024, Green outlined the findings of the Club review, transparently providing information ranging from list management, coaching structure and administrative governance.
For the purposes of this article, the key piece of commentary in this letter related to the football performance: namely the disappointment of not having made finals in 2024 (Melbourne won the Premiership in 2021, though lost all 4 finals in 2022 and 2023 after finishing in the top 4 in both seasons), and setting the desire to make finals in 2025.
In another letter dated 28 July 2025, Green again expressed his disappointment in the on-field performance of the club, lamenting ‘the season…has certainly not lived up to our expectations as a football club’. (Melbourne started the year 0-5, amassing 6 wins through Round 21). Fast forward a few weeks and the decision to sack Goodwin had been made.
Expectation is a sensitive topic in this context. It’s mis-alignment set the most awkward moment in the announcement press conference earlier in the week. “Obviously I got that wrong” was Goodwin’s response to a question posed about him and the Club being aligned on direction. Unsurprisingly, he was also blunt in disagreeing with the rationale behind the players needing a “new voice”.
Goodwin had been part-way through a refresh of the list, a mini-rebuild of sorts. Green (and by extension, the Board), had stuck true to their expectation: finals or bust.
You sacked a premiership coach?!
Goodwin is only one of four premiership-winning coaches at Melbourne, and was the first in over fifty years. Many of those in the AFL mainstream media have been shocked by this decision. Garry Lyon, a former captain of the club, in ‘total disbelief’, noted that despite Goodwin’s status as a hero, it counted nothing towards his tenure.
Professional sports is generally trending in this way, as professional sports coaching is reaching a new level of maturity. We only have to look at one of our own, Ange Postecoglou, who was sacked by Tottenham within weeks after winning the Europa league.
Returning to Victoria, Green’s ruthlessness is admirable. Albeit an interim President, he has presented a strong, consistent view, and acted accordingly. The decision wasn’t fully based on not reaching finals. In support of this decision, and the official reason (that was communicated at least) was the need for a fresher voice – i.e. Goodwin’s tenure.
Goodwin had been at the helm for nine years. Coaching tenures beyond 10 years is a risky play in general. Chris Scott, Ken Hinkley and Luke Beveridge are the only current AFL coaches who tick this box. Looking back into recent history, there are slim pickings for these levels of longevity prior to Adam Simpson and Leon Cameron. Each of these coaches have gone through their struggles to varying degrees, and for those. who after so many years are able to deliver silverware, speaks volumes.
Where to Now?
The next 12-18 months are critical for the Melbourne Demons.
Paul Guerra commences officially as CEO in September (Green and his Board have already blocked him trying to start early in negotiating a move to Caulfield Racecourse).
Green, although he has made a commanding start, is interim President. The club don’t have an official President at the time of this article.
As the off-season quickly approaches, though the focus will be on filling the head coaching role, eyes will turn to Alan Richardson, Melbourne’s General Manager of Football Performance. Should Gerard Whateley’s prediction concerning the falling of the ‘four pillar’s come to fruition, Richardson will be the next piece to fall. He is currently the last man, and final piece standing.
List management will also be a big focus, not just on the list managers themselves. Speculation about Christian Petracca and Clayton Oliver, in particular, will only continue to gain traction.
As Max Gawn reflected post the sacking: ‘good clubs don’t wait’. Brad Green didn’t wait. He acted – true to his word. The Board has been decisive and the wheels of change are firmly in motion.
Buckle up, Demon’s fans, it’s going to be a wild ride.
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