diff --git a/README.md b/README.md
index ae1a7cb46..e8a6f17f1 100644
--- a/README.md
+++ b/README.md
@@ -641,7 +641,7 @@ Your deploy scripts have access to the following environment variables:
 * `GITHUB_REPO_OWNER`: The GitHub username of the repository owner for the current deploy/task.
 * `EMAIL`: Email of the user that triggered the deploy/task (if available)
 * `ENVIRONMENT`: The stack environment (e.g `production` / `staging`)
-* `BRANCH`: The stack branch (e.g `master`)
+* `BRANCH`: The stack branch (e.g `main`)
 * `LAST_DEPLOYED_SHA`: The git SHA of the last deployed commit
 * `DIFF_LINK`: URL to the diff on GitHub.
 * `TASK_ID`: ID of the task that is running
diff --git a/app/views/shipit/merge_status/failure.html.erb b/app/views/shipit/merge_status/failure.html.erb
index dcd0a258e..2fe738881 100644
--- a/app/views/shipit/merge_status/failure.html.erb
+++ b/app/views/shipit/merge_status/failure.html.erb
@@ -15,7 +15,7 @@
   </h4>
   <span class="status-meta">
     <%= link_to @stack.to_param, stack_url(@stack), target: '_blank', rel: 'noopener' %>
-    <strong>master branch is failing!</strong>
+    <strong>main branch is failing!</strong>
   </span>
   <%= render 'commit_count_warning' if display_commit_count_warning?(params[:commits].to_i) %>
 </div>
diff --git a/config/secrets.development.example.yml b/config/secrets.development.example.yml
index 90829c9f8..ef996717d 100644
--- a/config/secrets.development.example.yml
+++ b/config/secrets.development.example.yml
@@ -1,7 +1,7 @@
 host: 'localhost:3000'
 redis_url: 'redis://127.0.0.1:6379/0'
 
-# For creating an app see: https://github.com/Shopify/shipit-engine/blob/master/docs/setup.md#creating-the-github-app
+# For creating an app see: https://github.com/Shopify/shipit-engine/blob/main/docs/setup.md#creating-the-github-app
 # Can be obtained there: https://github.com/settings/apps
 # Set the "Authorization callback URL" as `<host>/github/auth/github/callback`
 
diff --git a/config/secrets.development.shopify.yml b/config/secrets.development.shopify.yml
index f13fa971c..52e9ff6c5 100644
--- a/config/secrets.development.shopify.yml
+++ b/config/secrets.development.shopify.yml
@@ -1,7 +1,7 @@
 host: 'shipit-engine.myshopify.io'
 redis_url: 'redis://shipit-engine.railgun:6379'
 
-# For creating an app see: https://github.com/Shopify/shipit-engine/blob/master/docs/setup.md#creating-the-github-app
+# For creating an app see: https://github.com/Shopify/shipit-engine/blob/main/docs/setup.md#creating-the-github-app
 
 github:
   somegithuborg:
diff --git a/contrib/browser-extension/README.md b/contrib/browser-extension/README.md
index 642015dbe..5a4a5452f 100644
--- a/contrib/browser-extension/README.md
+++ b/contrib/browser-extension/README.md
@@ -1,8 +1,8 @@
 # Shipit Browser Extension
 
-If you have ever pushed to a broken `master` because you forgot to check CI/Slack then we have the extension for you.
+If you have ever pushed to a broken `main` because you forgot to check CI/Slack then we have the extension for you.
 
-This extension will alert you on GitHub's pull request page if `master` is broken, so that you can avoid the embarassment of having merged on red master.
+This extension will alert you on GitHub's pull request page if `main` is broken, so that you can avoid the embarassment of having merged on red master.
 
 ## Installation
 
diff --git a/docs/setup.md b/docs/setup.md
index 0a907a9aa..4bf035fda 100644
--- a/docs/setup.md
+++ b/docs/setup.md
@@ -15,7 +15,7 @@ In the future we'd like to provide it fully packaged inside a Docker container,
 Shipit provides you with a Rails template. To bootstrap your Shipit installation:
 
 1. If you don't have Rails installed, run this command: `gem install rails -v 7.0`
-2. Run this command:  `rails _7.0_ new shipit --skip-action-cable --skip-turbolinks --skip-action-mailer --skip-active-storage --skip-webpack-install --skip-action-mailbox --skip-action-text -m https://raw.githubusercontent.com/Shopify/shipit-engine/master/template.rb`
+2. Run this command:  `rails _7.0_ new shipit --skip-action-cable --skip-turbolinks --skip-action-mailer --skip-active-storage --skip-webpack-install --skip-action-mailbox --skip-action-text -m https://raw.githubusercontent.com/Shopify/shipit-engine/main/template.rb`
 
 ## Creating the GitHub App
 
diff --git a/lib/shipit/stack_commands.rb b/lib/shipit/stack_commands.rb
index 932aced3b..ecc3daf21 100644
--- a/lib/shipit/stack_commands.rb
+++ b/lib/shipit/stack_commands.rb
@@ -106,7 +106,7 @@ def git_cmd_succeeds?(path)
         .success?
     end
 
-    def git_clone(url, path, branch: 'master', **kwargs)
+    def git_clone(url, path, branch: 'main', **kwargs)
       git('clone', '--quiet', *modern_git_args, '--recursive', '--branch', branch, url, path, **kwargs)
     end
 
diff --git a/template.rb b/template.rb
index 607b043e0..560d8f8de 100644
--- a/template.rb
+++ b/template.rb
@@ -151,5 +151,5 @@
     )
   end
 
-  say("Read https://github.com/Shopify/shipit-engine/blob/master/docs/setup.md for the details on how to create the App and update config/secrets.yml", Thor::Shell::Color::GREEN, true)
+  say("Read https://github.com/Shopify/shipit-engine/blob/main/docs/setup.md for the details on how to create the App and update config/secrets.yml", Thor::Shell::Color::GREEN, true)
 end