SOCCER COACH OR BULLY?

I have 2 boys training at the super sports soccer school fourways (the junxion) and one of my boys who is sensitive to bullying complained firstly that his coach hit him with a cone on his head because he didnt play well, and today he was called stupid by another coach for same reason. I reported to the head coach and he says he is unapologetic because that's what they have have to do to build their character, now when my son goes and calls a his friend stupid at school I will be given a warning letter to talk to my son, when infact this is as a result of me using my own money and time to buy my son a bad influence! I'm so irritated!!

I mean shout at them all you want but dont curse them out or hit them, when a parent does this they could get locked up, so how is it ok for a coach to do this and get away with it??