Putting a WOD on the board for people to try is not coaching. That's called marketing. It's also an irresponsible and reckless way to introduce people ANY program, especially something that has the potential for injury without a watchful and experienced eye. You've witnessed him train - that is his skill set, which seems mediocre at best.
Coaches are always learning, trying, testing, compiling data and implementing what works. Not throwing workouts together to see if their clients like them, and going with the ones they do. What you're seeing is testing to see if CF (or whatever they call it) is going to be a viable source of revenue based on popularity...how many people tried what was on the board, how many would like to do that x times a week....etc. That's how Globo works, and why it would be a rarity if they were to make it happen the right way. With solid coaching first, teaching the basic movements and standards, expanding the client's skill sets along with true improvements in strength, conditioning, etc....and looking at intensity/capacity last.
BTW - CF or any other 'coaching-based' training works VERY WELL in a private setting. That's how it started. If he's training privately in a style vastly different but wants to coach a group in a CF class, be very wary. CF is VERY HARD to coach in a group setting for obvious reasons. He's surely capable of doing it, but it's not something you jump into without experience, training (coaches need to be coached too), mentor/shadow training, and then working with 1 then 2, then basic movements....then classes with people that have different abilities, experience, strengths/weaknesses, need for adaptation... See how the class environment can be challenging to coach? It's no joke...this isn't a 'cardio-pump', 'spin', or 'zumba' class.