Podcast Summary: Courage & Clarity

Episode 168: Pitchfork Marketing & Ending the "Anti-Coach Era"
Host: Steph Crowder
Air date: December 8, 2025

Episode Overview

In this powerful and unfiltered solo episode, Steph Crowder addresses a divisive trend in the online coaching and entrepreneur space, which she dubs "Pitchfork Marketing." She critically examines the recent surge in public call-outs—especially against high-earning women coaches—accusing them of being "scammers," "unethical," or "predatory." Steph reflects on the personal and industry-wide impacts of this phenomenon, connects it to larger societal patterns of policing women's ambition and success, and advocates for ethical women to take up space unapologetically. With tough love and clarity, Steph unpacks why this trend hurts women entrepreneurs and why it’s time to move past the "anti-coach era."

Key Discussion Points & Insights

1. Defining "Pitchfork Marketing"

• [03:00] Steph introduces and defines the term:
  • “Pitchfork Marketing is my catch all term for this trend of accusing every high earning woman ... in coaching of being a scammer or of being unethical.”
• This strategy “creates distinction” by tearing others down rather than lifting oneself up or demonstrating unique value ([04:20]).

2. The "Anti-Coach Era" and Its Implications

• Steph notes a multi-year trend online to “cancel” or “shame” coaches, particularly women, for charging high rates or achieving big successes.
• She observes:
  • "The bigger a coach gets, the more they're called a scammer...I'd love if somebody can think of someone who's a high profile, successful coach who isn't called a scammer by somebody." ([07:15])
• This phenomenon keeps women "small, scared, and self-doubting”—especially those with integrity and bold ambitions ([05:10], [12:45]).

3. Pitchfork Marketing as an Attention Strategy

• Steph analyzes how scam-calling operates less as a service and more as a marketing tactic:
  • “Scam calling has become an attention strategy. . . What they're mostly trying to do is create distinction. . . But it's really a cheap strategy.” ([04:15])
• Those who call out others as unethical almost inevitably are selling something themselves, positioning themselves as the "ethical" alternative ([08:00]).

4. Gendered Nature of Criticism

• Steph points out the criticism falls disproportionately, if not exclusively, on women in coaching:
  • "For some reason, it's always women... God forbid that a woman be so bold as to charge multiple six figures." ([09:10], [14:50])
• She contrasts reactions to male entrepreneurs like Alex Hormozi versus high-earning women.

5. Personal Impact: Steph’s Story

• Steph shares her own experience of internalizing anti-coach rhetoric, which led her to step back from her business out of fear of being “the bad coach”:
  • “My fear of becoming the quote, unquote bad coach that the whole Internet would crucify made me so afraid that I decided to exit. Right? It cost me time, it cost me money, and it cost me my confidence.” ([13:32])
• Self-doubt led her to shrink her ambitions and take on a “safe,” lower-paying job.

Notable Quote:

• "Women internalize moral criticism really deeply. . . we’ve been taught to be the good girl, to not step out of line, to do what's right." ([15:10])

6. Consequences for Women Entrepreneurs

• The cycle Steph outlines:
  1. External criticism →
  2. Self-doubt →
  3. Shrinking ambitions (charging less or making less impact) →
  4. Underrepresentation of women at the top ([15:30])
• Harsh moral policing does not increase ethical coaching—it suppresses women’s reach and financial potential.

7. On Real Scams vs. Bold Pricing

• Steph distinguishes honest coaching (with real results) from genuine scams:
  • "If you sell something and then you ghost somebody ... that’s not what I’m talking about. . . What I am talking about is when a woman is bold enough... to charge high ticket for her IP, for her experience ... and people don’t bat an eye when men do it.” ([17:45])
• Transparency in deliverables and results is key.

8. Signs of a Positive Shift

• Recently, there has been some pushback against Pitchfork Marketing, with more people supporting or being inspired by women charging bold prices.
  • “A lot of people are kind of clapping back at the initial descent of criticizing this woman who was charging this high ticket price.” ([22:00])
• Steph is optimistic:
  • "2026 could be the year where this, like, the jig is kind of up. Like, we've heard it, we're over it ... it's not gonna be effective." ([25:12])

9. Call to Action: Take Up Space Unapologetically

• Steph urges listeners to:
  • “Make it your career to be really good at your craft. … Stay in your lane.” ([24:40])
  • Let adults make their own buying decisions.
  • Don’t shrink to appease those not building what you’re building.
• "Ethical, thoughtful women doing meaningful work in this world deserve to take up space, and I will die on that hill." ([29:10])

Memorable Quotes & Moments

• On resisting the urge to shrink:
  “Don't let Internet moral panic be the thing that keeps you from sharing your genius. You know yourself, you know your results that you help people get.” ([27:45])
• On women and money:
  “Women deserve to be unleashed. Not ethical, but broke. Not good, but quiet. Not safe, but small. And not making 80k because someone on the Internet said that expansion was harmful.” ([20:38])
• On ambition and impact:
  “You can want to make a lot of money for yourself, for your family ... and the money that you earn [can] be a reflection of how much impact you are creating.” ([21:22])
• On Pitchfork Marketing as a dead-end:
  “People who make it their entire career to spend lots of time tearing other people down... they will not last in the industry. I haven’t seen it.” ([23:20])

Timestamps for Key Segments

• [01:51] – Introduction: Why Steph feels “fiery” and called to address this issue
• [03:00] – What is “Pitchfork Marketing”? Definition and context
• [06:38] – How moral panic is weaponized in the coaching industry
• [09:10] – Gendered policing: High-earning women vs. men
• [12:45] – The impact of anti-coach rhetoric: Steph’s personal story of self-doubt
• [17:45] – Differentiating real scams from bold, transparent entrepreneurship
• [22:00] – Emerging support for bold women: Signs the tide is turning
• [24:40] – Direct advice: Focus on your craft and let others be
• [27:45] – Pep talk: Don’t let moral panic shrink your dreams
• [29:10] – Final rallying cry for women to take up space unapologetically

Episode Tone

Steph delivers this episode in her signature encouraging-yet-direct style, blending vulnerability with unapologetic advocacy. She is candid about her own journey, occasionally peppering in humor and gentle sarcasm, especially when discussing industry double standards.

Final Takeaway

The episode is a clarion call to ethical, ambitious women: refuse to shrink in the face of moralized Internet criticism. Instead, take up space, charge your worth, and trust in the value (and results) you provide. As we move into 2026, let’s make room for women to expand their impact—and earnings—with confidence and integrity.

For further discussion, Steph encourages listeners to DM her on social media (@heystephcrowder) or reply by email.