Stories of body shaming in sports coaching are becoming widespread, and can intentionally, unintentionally, or inadvertently be used in different sports coaching practices. These practices do not necessarily intend to harm athletes. The aim of this paper is to explore body critical and body sensitive sport coaching practices that have the potential to be shaming, or as we call it in the title, the 'anatomy' of body shaming. The study used photo elicitation interviews including vignettes for data generation with 12 coaches from nine different sports. The results demonstrate that body criticality and body sensitivity function in different subtle ways and that coaches were well-aware of the potentially damaging influence that they can have on athletes. The article concludes with recommendations for further research exploring how athletes experience the most subtle and invisible ways of body critical and body sensitive practices, and how they internalize this well-intended but still potentially shaming advice.