‘I was able to fight for myself’: Woman comes forward after dating coach charged with sexual assault

The woman at the heart of the newest allegations against a self-described Toronto-based dating coach is speaking out about the tactics that she alleges he used after he was charged with sexual assault last month.

Justin Marc Aguiar, 28, using his stage name Justin Marc, sells his program “Daygame Mastery” as a way to “open, hook and close, and pull gorgeous women.”

In a video, Aguiar says he charges as little as $197 and as much as $2,597 for courses he claims have “helped thousands of guys master the art of pulling nines and tens.”

But the experience was very different for a 22-year-old woman CTV News is calling “Jay,” because typically courts ban the publication of the identities of sexual assault complainants.

Jay says she met Aguiar last summer and learned he was a club promoter. In August 2024, she messaged him looking for an event to attend and he invited her and a friend to his condo, she said.

That is where she alleges that she was sexually assaulted.

“We thought we were going to a super-fun party. And when we got there, that was not the case. It was just Justin and his roommate,” Jay said.

“I was being cornered in an uncomfortable position, so that’s why I was able to fight for myself and say, ‘I need to get myself out of this situation,’” she said.

In a news release, the Toronto Police Service said they received an allegation of sexual assault in November of this year and charged Aguiar on November 20 with one count of sexual assault.

CTV News has learned it’s not the first time Aguiar has faced this charge.

Court records in Toronto show that he was charged twice before, in 2019 and 2023. Both charges were withdrawn.

In the 2019 case, Aguiar consented to an 18-month peace bond.

He paid a $500 surety and agreed not to communicate with the alleged victim or attend any place where she lived, worked, or went to school, and also not to possess any weapons.

Aguiar’s lawyer, Dylan Finlay, said he’s still waiting for details of the November charge from the authorities.

“My client is presumed innocent. The charge laid against him is an allegation. At this stage, we are awaiting the specifics of what the allegation is, which will be provided to us through the disclosure process,” Finlay said.

“That said, he denies sexually assaulting anyone. He will respond to the allegation fully in court.”

Aguiar is expected to appear at the Ontario Court of Justice in January.

On his website, Aguiar shows meetings of men presumably attending his course at Toronto locations including King Street and under the CN Tower.

He also offers lessons from other so-called “certified pimps” that have their own following on the internet, on subjects from overcoming approach anxiety to how to cheat and juggle five girlfriends at once.

The tactics sold online are a poor substitute for confidence and being genuine, said Cait Alexander, the founder of End Violence Everywhere, a support group for survivors of domestic violence.

“I do feel terribly for these men who have paid thousands of dollars or whatever…to get dating advice,” Alexander said.

“It’s highly, highly manipulative. Pickup artistry is not genuine. It’s not about actually going out on a date with someone. It’s about controlling someone,” she said.

Alexander said she is organizing other women who have told her about allegations of inappropriate behaviour by Aguiar more recently.

None of the current allegations have been tested in court. Jay wants other women to be aware of the allegations against Aguiar in case they find themselves on the receiving end of these tactics.

“I would tell them not to engage with him. Don’t give him the time of day,” Jay said. “There’s no value in associating with a man like that.”