Bruce Bills begins his 14th year as Head Cheer & Mascot Coach, 22nd year with the Spirit Program at Texas Tech University. Previously, he has served as Assistant Cheer Coach and Pom Squad Coach.

Bills led the Large CoEd Cheer Squad to the program's first NCA Advanced Large CoEd Division 1A National Championship in 2017 and second championship in 2019. Bills also coaches the All-Girl/Small CoEd Cheer Squad leading them to their first national championship in Division 1A Advanced Small CoEd in 2024.

Bills was named the 2018 College STUNT Association Division 1 Coach of the Year.

In addition to coaching both All-Girl/Small Coed and Large CoEd Cheer Squads and Raider Red, he oversees recruiting efforts, fundraising procedures, appearance scheduling, tryout logistics, and serves as the manager of the website and social media sites.

Bills has worked in the Undergraduate Admissions Office as a recruiter for Texas Tech. As an undergraduate student, he worked in the Center for Campus Life as the publicist for the Spirit Program. 

He graduated from Texas Tech with a Bachelor of Business Administration in 2007 and was a Texas Tech Cheerleader for three years. He has taken courses towards receiving his master's degree in Interdisciplinary Studies with a focus in Sports Management, Business Administration, and Higher Education Administration. 

Bills worked on the National Cheerleaders Association (NCA) staff for seven years and served as a Head Instructor.  He also judges and coordinates local cheerleading tryouts and competitions.