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.
