Would you pay thousands to meet the love of your life? In an age of app fatigue, many singles are hiring coaches to help them find partners. But are they chancers preying on the lovelorn, or do they hold the key to true romance?
Modern dating is a hellscape. Just ask any single person, who will probably regale you with stories of endless swiping, ghosting, cringe Hinge dates and unfulfilling “situationships”. But what if there was a way to escape all this and put yourself on a fast track to finding The One?
That very aim is driving the rise of dating coaches – people who make money from helping their clients to find a partner. According to the New York Times, now is a better time than ever to be a relationship coach, with the widespread dissatisfaction with dating apps and a growing sense of “heteropessimism” fuelling their popularity. In 2023, Shirley Williams, a then 37‑year‑old from New York, went viral when she posted a video sharing that she spent $10,000 on a dating coach, and got engaged within a year. Her post sparked intense debate between people who thought it was a ridiculous expense, and others who wondered why this was so much more controversial than, say, investing in education, travel and work.
