I know, I know.
I'm not slamming people who like dead fish; to each his own, and if one derives benefits or enjoyment from dining on dead fish, more power to him.
But I ain't going nowhere near it, myself.
I think coach should try live fish. I was at a restaurant in Japan once where you picked your fish from a big tank. They netted it out of the tank, and took it back to the kitchen. A few minutes later, they brought out the slices of sashimi, arrayed on a fancy platter against the carcass of the newly deceased fish, whose mouth and gills were still moving. A dish like that should help coach overcome his aversion to fish.