Canterbury Bulldogs’ football boss Phil Gould has revealed the bold strategy that has redefined the club’s direction, sparking a transformative rebuild focused on young talent and sustainable growth. In an exclusive look behind the scenes, Gould shared insights from the Bulldogs’ “war room” that laid the groundwork for a roster overhaul. The team’s recent success, achieved while operating about $3 million under the NRL’s $11.65 million salary cap, underscores the club’s disciplined approach to long-term success.
Gould’s remarks on The Journos podcast highlighted the ambitious nature of the rebuild. “When I started in 2021, our salary cap was gone by 2023. We had to restore that and build a framework, which I thought we could turn around in two years. It was a rather ambitious goal,” he admitted. But Gould’s strategy of prioritizing youth development over immediate star signings has begun to pay off, with the Bulldogs qualifying for the finals this season. This result, achieved despite significant cap savings, has strengthened the club’s foundation for continued growth.
A notable decision in this process was the club’s recent choice to pass on re-signing Jayden Okunbor. While Okunbor has been a part of the Bulldogs’ roster, Gould and his team opted to focus resources on emerging young players within their pathways. By investing in future talent, Gould believes the Bulldogs are better positioned to build a resilient team structure that can withstand the test of time.
Key to Gould’s approach is a focus on the club’s junior programs, which have yielded multiple championships, including titles in the Harold Matthews and Jersey Flegg competitions. This homegrown pipeline, Gould explained, offers a sustainable route to success. “I don’t think anyone else would try or attempt to do what we’ve done in such a short time,” Gould said. “But we went under the salary cap this year to create a team with a different culture and personality. It’s given us leverage to plan for 2026 and beyond.”
Gould’s “war room” strategy is centered on signing young talent with potential rather than high-cost stars, ensuring the Bulldogs’ future cap space is preserved for key players’ development and retention. The Bulldogs’ release of Josh Addo-Carr and now stepping back from Okunbor align with Gould’s goal of a balanced, competitive team built on both talent and fiscal responsibility.
With this measured approach, Gould envisions a Bulldogs team that not only competes in the NRL but also sustains success in the years ahead.