West Coast ruckman Dean Cox hopes the news that Ben Cousins is set to become a father will help his former AFL teammate stay strong during any hard times.

Cousins, a recovering drug addict who played 238 games with the Eagles and 32 with Richmond before retiring at the end of last year, has told New Idea magazine that his 38-year-old girlfriend Maylea Tinecheff is due to give birth in early October.

But there have also been rumours the 2005 Brownlow Medallist has hit some tough times since his AFL retirement, with his father Bryan recently saying Cousins had taken a few "bad turns".

Cox said he hadn't spoken to Cousins for a few months, but hoped the baby news would help his premiership teammate remain in good health.

"Obviously (it's) great news for Ben and I think all players wish him the best for his personal life," Cox said on Monday.

"Anything he did previously he does at 100 per cent.

"Everything around the football club he put his whole mind and body into. I'm sure when the little one comes it will be no different.

"I haven't spoken to him for a couple of months. But I'll have to make sure I catch up with him soon.

"(Andrew) Embley's having one (a baby) in a couple of days, Kerrey's (Daniel Kerr) not far away, as is Juddy (Chris Judd).

"Cuzzy's in (as well now). I might have to start soon I think. Start getting the father and son rule around this football club."

Meanwhile, Cox said West Coast learnt some valuable lessons from their 52-point defeat by defending premiers Collingwood at the MCG on Sunday.

The Eagles had been touted as top-four contenders following their 123-point win over the Western Bulldogs a fortnight ago, but Cox said it was too early to talk about finals.

"We've shown in periods in games that we can match it with the best. Obviously we were in winning positions against Hawthorn, who were high on the ladder, Essendon also," Cox said ahead of Saturday's clash with Gold Coast at Patersons Stadium.

"So the challenge for this playing group is to try to do that on a consistent basis.

"Finals, it would be great to play in, but they're so far away.

"We can't focus on that. If people want to say we're a finals side, that means we're playing good footy and we'll be happy with that."

Cox said West Coast could ill afford to take a win for granted against a fast improving Gold Coast side.

"They've got some great youngsters playing good footy and then obviously their older players are playing well as well."

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