The Coach made a heel turn against Shane McMahon on August 24, 2003 at SummerSlam. After this he would have an on-screen role as the "lackey" to then General Manager of Raw, Eric Bischoff. Coachman continued to work as a heel and later teamed up with his fellow "WWE Heat" announcer Al Snow in a storyline feud against the "Raw" announce team, Jerry Lawler and Jim Ross. This feud would even see the pair win the right to announce the main show from Ross and Lawler at one point. Later, Coachman achieved a singles victory on pay-per-view at Backlash, in 2004 by defeating Tajiri (albeit with the assistance of Garrison Cade). Coachman would go on to host the 2004 and 2005 Raw Diva Searches. Later, Coach would gain his own column in the now defunct "Raw Magazine" ("Coach's Corner") and his own webcast on "WWE.com" ("CoachCast"). Coachman was officially added as the third member to the "Raw" broadcast team and signed a multi-year contract with WWE in 2005.