Gowans coached senior local men's football in West Gippsland as an assistant with Longwarry in the Ellinbank & District Football League in 2013 and 2014, before becoming senior coach during the 2015 and 2016 seasons.[2]
In 2015 and 2016 he also served as the inaugural head coach of the Dandenong Stingrays women's academy side, including in the Stingrays 2016 Youth Girls Academy Challenge premiership win.[3][4]
In October 2017, Gowans was appointed as the inaugural coach of North Melbourne's new AFL Women's team, to enter the competition during the 2019 season.[8] In 2018 Gowan crossed to become the head coach of Melbourne University in the VFL Women's competition, as part of the club's partnership with AFLW club, North Melbourne.[8]
On 4 June 2020, Gowans' contract with the North Melbourne Football Club was not renewed.[9]
In October 2020, Gowans joined Collingwood as a senior assistant coach in charge of the midfield.[10]
In February 2022, Gowans was announced as the inaugural senior coach of the Sydney Swans in the AFL Women's competition.[11]