In August 2003, The Coach, went from interviewer to villain by betraying Shane McMahon at SummerSlam. He then became the "lackey" of Eric Bischoff, who was the General Manager of Raw at the time. The Coach, working as a heel, teamed up with fellow announcer Al Snow to feud with the Raw announce team of Jerry Lawler and Jim Ross. They even won the right to announce the main show at one point. The Coach achieved a singles victory at the Backlash pay-per-view in 2004 by defeating Tajiri with the help of Garrison Cade. He also hosted the Raw Diva Searches in 2004 and 2005 and had his own column ("Coach's Corner" ) in Raw Magazine and webcast ("CoachCast" ) on the wwe website. In 2005, The Coach became the lead announcer on Raw after a storyline involving the firing of Jim Ross by the McMahon Family. This storyline led to a match at Taboo Tuesday where The Coach faced off against Batista with both Austin's and Ross's jobs on the line. However, the match was changed, and Batista defeated The Coach in a Street Fight with interference from Goldust and Vader. The Coach was eventually replaced by Joey Styles as the permanent announcer on Raw, but he continued to have a significant role as a heel commentator alongside Styles and Jerry Lawler. In 2006, The Coach won a match against Lawler to secure a spot in the Royal Rumble but was quickly eliminated by The Big Show.

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