While coach of the Panthers, during a 1994 match Gould was sent from his seat on the sideline to the dressing room by referee Bill Harrigan. Gould left Penrith for the Sydney City Roosters in 1995 (actually officially coaching the Roosters for the final game of the 1994 season after having departed Penrith mid-season), at a stage when the once high-flying Roosters club was continually dwelling at the bottom of the ladder. Before joining Easts, the Roosters had made the finals only once since 1983. A long rebuilding phase followed under Gould, enabling them to make some quality signings, one of the most important being Brad Fittler, the champion five-eighth/centre who had a close association with Gould at Penrith and with the NSW Blues. The Roosters were consistent semi-finalists from 1996 to 2004, though no Grand Final appearances came until 2000, the year after Gould had stepped down as coach and been replaced in the top job by Graham Murray. Further Grand Final appearances followed in 2002, 2003 and 2004 under Ricky Stuart, who won a premiership in 2002, the Roosters' first since 1975.