The “Enshittification” of Technology (And Why Coaching Deserves Better)
If you’ve noticed that your favorite apps are getting harder to use, your search results are cluttered with ads, and the platforms you once relied on are now "nickel-and-diming" you for basic features, you aren’t imagining it.
There’s actually a term for this: Enshittification.
It describes a predictable cycle in the tech world. A platform starts out great for users to build a following. Then, it pivots to favor big advertisers or corporate partners. Finally, it squeezes both groups to maximize profits for shareholders, leaving the actual product a hollow, frustrating version of its former self.
At MyCoachingTree, we’ve watched this trend with a critical eye. And we’ve decided to build something different.
The Problem: When You Are the Product
The typical tech model relies on one thing: Surveillance. Most general AI tools and career platforms stay "free" or cheap because they are harvesting your data. They use your practice plans, your scouting reports, and your career history to train their models or sell insights to the highest bidder. In a profession built on proprietary strategy and competitive advantages, that’s not just annoying—it’s a liability.
When a platform follows this cycle, the coach is no longer the customer. You are the product.
The MyCoachingTree Departure: Putting the Coach First
We believe the coaching profession is too important to be subjected to the typical tech "decay" cycle. Here is how MyCoachingTree is purposely designed to be the refreshing alternative:
1. Your Data is a Vault
The biggest fear with AI today is that your "secret sauce" will end up in a competitor’s hands. While general AI bots learn from every word you type, Sidekick™ is different. We guarantee that your uploaded data—from roster details to tactical secrets—remains private to your account. We don't use your brilliance to train our model for the next person.
2. Specialized Excellence over General Mediocrity
Many platforms try to be everything to everyone so they can capture the largest possible market. This leads to generic advice and tools that don't quite fit. Sidekick™ was built specifically for the sports industry. It understands the nuances of a collegiate budget, the administrative load of a high school athletic director, and the tactical complexity of a championship game plan.
3. Solving Burnout, Not Creating Friction
Most tech today is designed to keep you "on the app" as long as possible. Our goal is the exact opposite. We want to get you off your screen and back to your athletes. By automating the "busy work" - parent communications, compliance, and scheduling - we return time to your day, rather than stealing it.
A Career Partner, Not a Middleman
The final stage of tech decay is when a platform holds its users hostage because it's too difficult to leave. At MyCoachingTree, we don't want to trap you; we want to empower you.
Whether you are using our Career Center to find your next leadership opportunity or leveraging Sidekick™ to design a winning season, our mission remains the same: To keep the coaching profession strong.
In an era of decaying digital tools, we’re proud to be a resource that keeps growing - providing support and stability for the coaches who lead the next generation.