08/22/2026
Yesterday, a video of CU Buffs assistant strength coach Coach Cote speaking to the team started making the rounds.
Predictably, a whole lot of men had something to say.
“She ain’t it.”
“That wasn’t motivating.”
Jokes. Memes. Mockery.
It reminded me of a recent conversation with a friend of mine, a gym owner who found herself on the receiving end of blatant sexism from a reputable organization in our industry. That’s her story to tell, but I remember trying to reassure her that not all men in this industry are pieces of s**t.
I told her that when you’re surrounded by the right men, you’ll know the difference.
Good men and good leaders recognize talent regardless of gender, background, appearance, or status. They make capable people feel valued instead of constantly making them prove they deserve to be in the room.
My friend didn’t need that validation. She knows her worth.
And I imagine Coach Cote doesn’t need it either.
I’ve never met her, but I watched the video everyone was making fun of.
You know what I saw?
A coach who gave a s**t.
Someone passionate about her athletes, passionate about her job, and willing to stand in front of a room full of Division I football players and speak with conviction.
Maybe her delivery wouldn’t motivate you…Cool.
Coaching isn’t an audition for your approval.
What fascinates me is the choice people made afterward.
Social media gives us unlimited opportunities to educate, encourage, recognize good work, make someone laugh or simply scroll past something that isn’t for us.
Instead, some people watched a coach passionately doing her job and made an active choice to tear her down.
For likes? Engagement? Clout?
Of all the things you could contribute to the world that day, you chose hate. That’s incredibly telling.
Inevitably, a man defending a woman will get called a cuck, a simp, or just soft.
Whatever.
Strong women don’t need men to rescue them or validate them.
Men need to hold themselves and other men accountable.
Especially men who call themselves coaches.
Especially men who call themselves leaders.
Coach Cote doesn’t need my validation.
I hope she posts a video every week, because I’m a fan!
