ASHEVILLE, N.C. - s4story -- ASHEVILLE, N.C. -- Shannah Game, CFP and Certified Trauma of Money Specialist, has launched Bake It Out, a weekly YouTube show that uses gluten-free baking as a framework for the money conversations women actually need to have. The show premiered in late June 2026 at @heyshannahgame with its debut episode, "I Thought I'd Be Further Along."

The show is grounded in a premise Game has built her career around: that money is not a math problem, it is an emotional and nervous system problem. Women's shame around money and their bodies, she argues, was taught at the same time through the same mechanisms, and untangling one requires untangling both. Bake It Out makes that argument in real time, through baking, storytelling, and a recurring segment called the Money Confessional.

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"Most financial content treats money like a spreadsheet problem," said Game. "Women aren't avoiding their finances because they don't understand compound interest. They're avoiding them because money is tangled up with identity and worthiness and decades of being told it's not theirs to worry about. Baking gives us a way into that conversation that doesn't feel like a lecture."

The debut episode addresses something Game calls near-universal among women who have done everything right: the disorienting feeling of not being where they thought they would be by now. The episode pairs that emotional territory with a gluten-free bake, following the show's signature structure of using the physical act of making something as a container for a harder conversation.

Game spent a year developing the show following the 2025 sale of her podcast, Everyone's Talkin' Money, which she built to 28 million downloads and a New York Times top-four ranking. She is also the author of Unraveling Your Relationship with Money (Wiley, 2025). New episodes of Bake It Out publish weekly.

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"I wanted to build something that felt like sitting with a friend in her kitchen," Game said. "Not a financial education show. Not a self-help show. Something that meets women where the actual stuckness is, which is usually somewhere between the refrigerator and the bank app."

ABOUT SHANNAH GAME

Shannah Game is a Certified Financial Planner (CFP), Certified Trauma of Money Specialist, and author of Unraveling Your Relationship with Money (Wiley, 2025). She is the creator and host of Bake It Out on YouTube and the former host of Everyone's Talkin' Money, which reached 28 million downloads and a New York Times top-four ranking. Game specializes in the emotional and nervous system dimensions of financial behavior, with a particular focus on women in midlife. She is available for corporate speaking, media appearances, and workshop facilitation. Learn more at http://www.heyshannah.com.