Love mentors in demand among rich, educated groups
By Karin Zeitvogel
Americans invented the personal trainer to get physically fit and the career coach to give them a leg-up on the professional ladder.
But once they had hauled their size zero bodies and rippling abs to the very top of the career tree, and paused to allow their fancy to turn to thoughts of love, they realised they were out on a limb.
Enter the dating coach.
Unlike a traditional matchmaker, a dating coach will not arrange a tryst for you, but is “a personal trainer for people who want to fall in love,” one of the pioneers of the genre, Evan Katz, said.
“You have to do the work, you have to lift the weights, but I will guide you to make sure you don’t hurt yourself,” said Katz, who has been coaching people to successful love lives for five years.
His client pool is unlikely to dry up any time soon because, according to Katz, there are tens of millions of single people out there.
The people who employ the services of a dating coach tend to be educated, hard-working and relatively high up on the socio-economic ladder, not least because fees for the service are relatively high and not reimbursed by health insurance, coach Jennifer Viemont said.
