Introduction
A Toronto woman has stepped forward to share her story after a local dating coach—known online for teaching aggressive “pickup” tactics—was charged with sexual assault in November. The woman, who is being identified as “Jay” due to legal protections for complainants in sexual assault cases, says she hopes that speaking publicly will help other young women recognize potentially manipulative behaviour and avoid harmful situations.
The accused, 28-year-old Justin Marc Aguiar, also known by his online persona “Justin Marc,” is a self-promoted dating mentor whose paid programs promise to teach clients how to approach, attract, and pursue women in real-life social environments. While his marketing presents him as a confident influencer guiding men to romantic success, Jay’s account paints a very different picture—one marked by discomfort, coercion, and fear.
Aguiar was charged by Toronto police on November 20 with one count of sexual assault. This is not the first time he has faced such an accusation, and previous cases raise questions about his conduct, his business practices, and the vulnerability of individuals drawn into his social circle.
A Meeting That Turned Into Something Else
How Jay Encountered the Dating Coach
Jay first met Aguiar during the summer of 2024. At the time, she understood him to be a club promoter who frequently interacted with young adults attending nightlife events in downtown Toronto. Later that August, seeking a fun outing with a friend, she messaged him to ask about events or parties he was promoting.
Instead of directing her to a venue, Jay says Aguiar invited her and her friend to his condominium. Believing this was part of a social gathering or pre-party environment, they accepted the invitation.
An Unwelcome Situation
When Jay and her friend arrived, what they encountered was not what they had expected.
“We thought we were going to a super-fun party,” Jay recalled. “And when we got there, that was not the case. It was just Justin and his roommate.”
According to Jay, at some point during the visit she found herself in a situation that made her feel unsafe and trapped.
“I was being cornered in an uncomfortable position,” she said. “That’s why I was able to fight for myself and say, ‘I need to get myself out of this situation.’”
Jay and her friend managed to leave, but the psychological impact of the experience stayed with her. She later contacted authorities, contributing to the allegation Toronto police received in November.
Police Investigation and Charge
The November Charge
The Toronto Police Service confirmed that they received a complaint of sexual assault earlier this year and subsequently charged Aguiar on November 20. His next court appearance is scheduled for January at the Ontario Court of Justice.
Previous Legal Encounters
CTV News also learned that Aguiar had been charged with sexual assault twice before—once in 2019 and again in 2023. In both of those earlier cases, the charges were withdrawn.
However, court documents show that in the 2019 case, Aguiar entered into an 18-month peace bond. As part of the agreement, he paid a $500 surety and accepted conditions that prevented him from communicating with the complainant, attending locations she frequented, or possessing weapons.
These details do not confirm guilt, but they provide context as Aguiar now faces yet another allegation.
Statement from Aguiar’s Lawyer
Aguiar’s lawyer, Dylan Finlay, emphasized that his client maintains his innocence.
“My client is presumed innocent. The charge laid against him is an allegation,” Finlay said. “At this stage, we are awaiting the specifics of what the allegation is, which will be provided through the disclosure process.”
Finlay added that Aguiar “denies sexually assaulting anyone” and intends to defend himself fully in court.
The World of “Pickup Artistry” and Its Concerns
The Courses Behind the Persona
Aguiar markets a program called “Daygame Mastery,” advertised as a guide for men to “open, hook and close, and pull gorgeous women.” Through his online videos and promotional content, he claims the program has helped “thousands of guys” and offers courses ranging from $197 to $2,597.
Photos and videos on his website show groups of men walking through Toronto’s popular nightlife and public spaces—such as King Street and areas near the CN Tower—presumably practicing approaches taught in the program.
He also collaborates with other self-described dating strategists who call themselves “certified pimps,” promoting lessons on topics such as overcoming approach anxiety or even managing multiple girlfriends at once.
Criticism From Advocacy Groups
To many outside the pickup artist community, these tactics raise red flags. Cait Alexander, founder of End Violence Everywhere—a support group for survivors of domestic and intimate partner violence—expressed concerns about the impact of such programs.
“I do feel terribly for these men who have paid thousands of dollars or whatever…to get dating advice,” she 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.”
Alexander says her organization has heard from additional women who report inappropriate behaviour or unsettling encounters involving Aguiar. She is working to connect those individuals with support and guidance.
Control vs. Genuine Connection
According to Alexander, the issue goes beyond one individual. Programs that promote manipulation or pressure-based tactics can create environments where women feel unsafe or undermined, especially when participants view interactions like a strategic game rather than a relationship between two consenting adults.
“The tactics sold online are a poor substitute for confidence and being genuine,” she added. “Control is not connection.”
Jay’s Decision to Speak Out
Why She Came Forward
Although none of the current allegations have been tested in court, Jay felt compelled to share her story publicly to warn others who may cross paths with Aguiar through his promotional work or his dating programs.
“I was able to fight for myself,” she said. “But someone else might not be able to. I just want people to be aware.”
For Jay, telling her story was an act of empowerment after feeling vulnerable and cornered during the alleged incident. She hopes her experience encourages more accountability in communities where influencers—and the tactics they teach—hold sway over young and impressionable audiences.
Protecting Other Women
Jay emphasized the importance of education and awareness. She believes that by acknowledging coercive behaviour early and recognizing manipulative approaches, women can better protect themselves when navigating social situations, especially those involving individuals who present themselves as dating experts or nightlife insiders.
Conclusion
As the case moves toward the courts, the allegations against Justin Marc Aguiar highlight troubling questions about consent, manipulation, and the broader culture surrounding so-called “pickup artistry.” While Aguiar maintains his innocence and will have the opportunity to defend himself in court, Jay’s decision to speak publicly underscores the emotional weight these allegations carry—and the potential risks faced by women who encounter individuals leveraging authority or influence in dating scenarios.
The upcoming court proceedings will determine the legal outcome of the November charge. In the meantime, Jay’s story serves as a reminder of the importance of respecting boundaries, promoting genuine human connection, and holding accountable those who may exploit others under the guise of mentorship or expertise.