West Indies cricketer Chris Gayle has been "reserved and scared" around women since he was accused of exposing himself to a female masseuse, his friend tells a court.

Jamaican-born cricket coach Donovan Miller, who is now based in the English county of Essex, said he has known Gayle since he was 16 years old and first learnt of the allegations on social media.

"We all thought it was a joke," Mr Miller told the jury in Gayle's defamation case against Fairfax Media.

Asked to comment on Gayle's reputation, Mr Miller said: "Everyone loves him".

He described Gayle as a "big figurehead" and "big role model to young cricketers".

Asked whether he had noticed a change in Gayle since the allegations were published, Mr Miller said: "At this point he's very reserved and scared ... especially with females, because he always thinks someone's out to get him".

Mr Miller said Gayle's character became an issue when he was involved in the selection of a coaching panel.

"The big question was, why would you pick Chris Gayle with that kind of reputation?" he said.

He also told the court that people have the wrong perception of Gayle.

Mr Miller was involved in setting up a foundation in Gayle's name, to assist young, disadvantaged cricketers in the United Kingdom.

On Wednesday, massage therapist Leanne Russell told the court that Gayle lowered his towel, partially exposing himself, in the changerooms at Sydney's Drummoyne Oval during a training session in February 2015.

She said she was "very upset" and cried uncontrollably after leaving the room.

Ms Russell contacted The Age newspaper last year when she was angered by a TV interview in which Gayle told a reporter: "Don't blush baby".

Gayle and his teammate Dwayne Smith, who was also in the change room, deny the incident took place but Fairfax has stood by the story.