Coach B Willis’s journey is one of resilience, transformation, and purpose. After spending nearly three decades entangled with the justice system, he turned his struggles into a mission to help others navigate re-entry, recovery, and personal growth. Today, as a respected trainer, author, and advocate, he is breaking barriers and proving that true leadership is born from lived experience. His story is a reminder that second chances can create ripples of change, and that passion, authenticity, and service can rewrite even the most difficult chapters of life.
Q: What sparked your journey as a coach and entrepreneur?
Coach B: My journey came directly from lived experience. I spent 28 years judicially entangled, incarcerated multiple times starting at the age of 12. Re-entry failed for me 10 times before I finally found success. That’s what inspired me to become a coach—I wanted to address the gaps that existed and help others rebuild their lives in ways that I wished someone had helped me.
Q: What challenges did you face when you started out?
Coach B: My coaching career is still young—just about two years old. I was released in December 2022, and since then everything has moved at rocket speed. Today, I’m recognized as one of the leading subject matter experts in re-entry in my state and a national voice in peer support, crisis awareness, parenting, and anger management. But this didn’t come easy. I poured countless hours into learning, practicing, and even offering free trainings—not just to help others but also to sharpen my craft. What started as support groups and curriculum experiments led to writing four books and creating impactful training programs. I didn’t just learn coaching—I became a coach.
Q: Can you share a milestone that makes you proud?
Coach B: One of the biggest milestones for me was when the very judge who sentenced me to over 11 years in federal court ended my involvement with the system early because of the work I was doing in the community. That was unprecedented. Today, I go back into prisons—not as an
inmate, but as a trainer leading certified peer support programs. I’ve also been recognized with awards I didn’t even know existed, and I serve on several community boards. For me, these milestones aren’t about praise but about creating change where it’s needed most.
Q: What advice would you give to aspiring leaders and entrepreneurs?
Coach B: Be yourself. Be authentic. Write your own narrative. Don’t box yourself into rigid goals—set open-ended goals that allow for infinite possibilities. Too often, people confine themselves to specific outcomes and feel like failures if they don’t meet them. Instead, let engagement be the outcome. Focus on growth, flexibility, and authenticity, and the rest will follow.
Q: What does success mean to you?
Coach B: Professionally, success means my nine-to-five aligns with my spiritual assignment. It’s not about money—it’s about purpose. Personally, success is about my relationships. I’m a father of seven and a grandfather of four, and for me, true success is protecting my peace and
having deep, genuine connections with my family and friends. Everything else—books, awards, recognition—comes second to that.
“Success is when my purpose, passion, and peace align—when I can live authentically, serve others, and still nurture the relationships that matter most.”
Connect with Coach B Willis: Coachb360.
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