A lot of kids are terrified of this particular coach, and at first my son was also afraid of him... but my son absolutely loves him now. I told my son early on that if he ever stops giving you a serious butt chewing, he has given up on you so don't give him a reason to stop... but also don't give him a reason to tell you to do something twice.
This same coach was the only coach that called me and my wife to check in on our son after his concussion, and he called us on 4 separate occasions.