BUSINESS INSIDER - Sep 24 - In cities across the US, a growing number of successful women in their 30s are hiring dating coaches to help them find long-term relationships. Both coaches and clients say the goal isn't to find the perfect person right away, but to learn the skills to find and maintain a healthy partnership. These coaches charge anywhere from $1,800 to $18K for different types of services. Damona Hoffman is a certified dating coach and host of the Dates and Mates podcast in Los Angeles. ~70% of her clients are women, typically high earners and feeling the pressure of society. By contrast, the men tend to be less career-focused and haven't developed the skills to approach or flirt with women. Evan Marc Katz is one of the first dating coaches to market himself as such (he started coaching in 2004). Katz, who works exclusively with women, said those who reach out to him are typically at a breaking point. They don't know what's wrong with them and they're afraid of being alone forever. Katz teaches every client the "2-2-2" rule: Exchange two messages on the dating site, exchange two emails, and then have two phone calls before a first date. "It specifically teaches people to avoid becoming part of some guy's texting harem," he said.