Jonathan Coachman shares the catalyst for him being a heel in WWE.
Coachman worked as a backstage announcer for WWE for four years before making the transition to an on-air character. He was recently asked by a fan about his in-ring training. Coachman credited a few people for teaching him the ropes, including Dr. Tom Prichard, Shane McMahon and Chris Benoit. He added that part of the reason he started working non-televised live events was so he could learn to bump in the ring.
A follow-up post asked Coachman if there were advance plans for him to become an on-air character, which seemed to be a “sudden” transition at SummerSlam 2003. Coachman shared that due to Vince McMahon wanting shorter people to do backstage interviews with wrestlers, he asked “The Coach” about becoming an on-air performer. Due to this, Coach needed to learn how to bump, and the turn officially happened at the aforementioned SummerSlam 2003 event.
Jonathan Coachman says Vince McMahon first pitched him on being a heel character
“True story. Vince McMahon wants smaller people to do backstage interviews. I am 6’3” and one day in the @WWE gym he approached me about becoming a character but told me I would have to learn how to work/bump. That’s how it happened. So yes it was summerslam 2003 when the first thing I did was attack Shane with a chair. I loved it. Nothing like being a heel.
Coachman continued to portray a heel character for most of his WWE tenure. After turning on McMahon, he became the “lackey” of RAW General Manager Eric Bischoff. Coachman later became one of the commentators on RAW after winning a storyline feud with Jerry Lawler and Jim Ross. He officially became part of the RAW broadcast team in 2005. He also served as Vince McMahon’s on-air Executive Assistant and Interim General Manager during this run.
Coachman ended up competing in more than 50 matches in his first WWE tenure. When he returned to the company in 2016, he worked as more of a neutral character compared to his former heel persona.
True story. Vince McMahon wants smaller people to do backstage interviews. I am 6’3” and one day in the @WWE gym he approached me about becoming a character but told me I would have to learn how to work/bump. That’s how it happened. So yes it was summerslam 2003 when the first… https://t.co/1hBIkn7Mq4
— The Coach (@Thecoachrules) March 17, 2025
