Unveiling the Deceptive World of Life Coaching

In the realm of both grift and life, there is an undeniable allure to audacity. Bold claims that promise success, prosperity, and fulfillment have a magnetic pull on us. We may download astrology apps, wear bracelets with “energetic equations,” or even invest in the foundations of German heiresses. Outsourcing our existential questions, even if it is nothing more than a bit of fun, has its certain appeal.

However, when this fun grift evolves into a full-fledged industry, journalist Jane Marie becomes intrigued. As the host of the Emmy-winning podcast, The Dream, Marie delves deep into legal yet fraudulent practices, such as pyramid schemes and alternative wellness. The show’s third season, currently airing, takes a close look at the business of life coaching.

During the last century, a trend emerged in which people began making a living by telling others how to live. As Marie investigates, she uncovers the shocking lengths these individuals are willing to go. Career criminals turn to self-help manuals as a source of profit, pseudo-scientists peddle mindset techniques in exorbitantly priced training sessions, and motivational speakers rake in millions by preaching about self-improvement. Perhaps the most surprising discovery of all is when Marie, battling her own deep depression, hires a life coach and finds that it actually works.

The Dream not only exposes snake-oil schemes and their vendors but also explores why we are so susceptible to believing in them. After all, don’t we all desire to look better, feel better, achieve career success, and amass wealth? Isn’t it worth investing in a six-week course or a seminar? The show reveals how the essence of the American Dream, which focuses on self-improvement, can be easily exploited.

Quartz recently interviewed Marie to discuss the origins of life and career coaching, why it is so vulnerable to scams, and why, shockingly, it should not be dismissed entirely. The following interview has been edited for brevity and clarity.

Quartz: What drew you to explore life coaching as the subject of your podcast’s third season?

Jane Marie: Life coaching was a natural choice since it was frequently mentioned during our reporting for the first two seasons. However, it posed a challenge initially because there isn’t a specific governing body I can direct my anger toward for not regulating the industry. It’s difficult to solely blame the life coaches themselves. Nevertheless, there is an underlying sense of deception that everyone can sense. How do you confront that when you don’t know where to place blame?

Another appealing aspect of life coaching is that it provides an opportunity to study both the life coaches and ourselves as Americans. It allows us to examine our American exceptionalism and the belief that we live in a meritocracy. It serves as a lens through which we can scrutinize these elements of our culture.

Quartz: Your podcast reveals how much of the coaching industry revolves around the idea that we need to constantly work harder, do more, and continue on the path of self-improvement. Why is this mindset so prevalent?

Jane Marie: When you listen to figures like Mel Robbins, Brené Brown, or Glennon Doyle, their language may initially sound warm and comforting. However, with a deeper analysis, it becomes apparent that there is an underlying blame-and-shame dynamic directed at individuals who struggle or don’t put forth enough effort to become their best selves. Who has the time and energy for that? Well, these coaches do, because they are typically wealthy individuals.

Quartz: Your podcast demonstrates how the coaching industry capitalizes on people’s desires for wealth and physical appearance. Why is this such a lucrative market?

Jane Marie: When examining life coaching, I couldn’t find any other measurements of success aside from weight loss and financial gain that people consider as proof of their life coach’s effectiveness. The end goal is not necessarily achieving inner peace or spending quality time with your dog. For almost all life coaches we have investigated, success is measured by one’s appearance or wealth. It is always profitable for an industry to tap into these desires because people are willing to spend exorbitant amounts of money to achieve either of those things.

Quartz: You discuss Napoleon Hill and his book, Think and Grow Rich, as an example of how life coaching has historically yielded lucrative returns. How did individuals like Hill exploit the industry?

Jane Marie: Napoleon Hill began writing Think and Grow Rich during the midst of the Great Depression, which I find to be incredibly evil. How can you tell a group of people who have been devastated by Wall Street that their mindset is the reason they are poor? My grandmother lived through the Depression and had to make soup out of rocks, with only potatoes, water, and salt. It’s ridiculous to suggest that her mindset was the issue.

People are willing to spend substantial amounts of money in hopes of achieving immortality, physical attractiveness, or unlimited wealth. Hill recognized this and shamelessly scammed people through his books. His approach was brilliant and highly successful. In my opinion, individuals like Tony Robbins are not that different. If Robbins truly provided life-changing results, there would be numerous people coming forward, declaring, “I’m happy, healthy, and financially secure because of Tony Robbins.” However, I have yet to encounter such individuals.

Quartz: The podcast highlights the lack of regulation in the life coaching industry. Why does this absence of oversight make it vulnerable to bad actors?

Jane Marie: While there are a few organizations that offer so-called “certifications,” they are not mandatory, and even when certified, it does not equate to holding a professional license. Unlike other professions like dentistry, life coaching lacks requirements for continuous education or staying updated on best practices. There are no repercussions for malpractice or the teaching of harmful techniques. This absence of regulation allows bad actors to thrive.

Quartz: The podcast dives into your own personal journey, where you found yourself in a deep depression and turned to a life coach for help. By the end of the season, your coach tells you that you’ve become open instead of skeptical. Did this experience convert you to the idea of coaching?

Jane Marie: I wouldn’t say I have been converted, but I did find value in it. As a single mom with a business and constant overwhelming responsibilities, being coached provided a much-needed break from those roles. It became a vital space for me to step away from my responsibilities.

During my darkest moments, I was more open to coaching. I had tried adjusting medications, attended therapy sessions regularly, and explored various methods. I was desperate to find relief. I don’t want to imply that hiring a life coach is the solution for all individuals battling depression. However, for me personally, it forced me to slow down and prioritize self-care.

For years, I neglected the simple act of asking myself what would truly make me happy in the present moment. Coaching allowed me to reconnect with that introspection, and it was invaluable. My coach offered me the space to heal and grow.

This interview has been edited and condensed for clarity.

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