The negative consequences associated with punishment, highlighted by researchers in the parenting and education domains, have stimulated a shift toward more developmentally appropriate methods of behavior modification. Despite the reported negative outcomes linked with punishment use, preliminary research in sport indicates that punishment, specifically in the form of exercise, remains a common strategy in this domain. The purpose of this study therefore was to explore interuniversity coaches’ perspectives on the use of exercise as punishment. Semistructured interviews with eight interuniversity coaches (four males and four females) were conducted. Data were analyzed using inductive thematic analysis. Participant accounts revealed that exercise as punishment was implemented frequently in a variety of forms (e.g., push-ups and sprints). Perceived benefits for the use of exercise as punishment, such as performance motivation and team cohesion, as well as suggested alternative methods of behavioral modification were also reported. Findings are interpreted in accordance with punishment, shaming, and coach education research. Recommendations for future research and practice are suggested.