Keep in mind that query_posts is best avoided as it has negative effects on the main loop. A better approach would be a new instance of WP_Query or changing the query arguments for the main loop.
To get the order you want, try adding the following to your args:
array( 'posts_per_page' => '-1', 'post_type' => 'coach-instructor' ,'post_status' => 'publish', 'orderby' => 'date', 'order' => 'ASC')