Ashley Madison May Soon Offer ‘Cheating Coaches’ For Married Users

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Ashley Madison now Offers Coaches

Hot on the heels of Match’s announcement that its new service, Ask Match, will make dating coaches available for one-on-one phone sessions, Ashley Madison is planning a coaching service of its own. The dating site for affair seekers recently revealed it has been testing a "cheating coaches" feature in Brazil and the United States since March of this year.

Hiring a coach to improve your romantic game is nothing new, but Ashley Madison may be the first to apply the idea to infidelity. The feature will allow users to search for an available coach through the mobile app, then purchase time with them via a credits system. Each credit costs around 50 cents, according to Business Insider. A continuous conversation with a coach will set you back eight credits.

"This [feature] helps guide individuals into what they are looking for while still being discreet," said Ashley Madison's chief strategy officer, Paul Keable. He told Newsweek the coaching feature was inspired by user feedback, particularly from female members who were frustrated with the way male members used the dating service. Many complained that men were overly sexual when trying to connect with them rather than relying on more sophisticated modes of communication.

Ashley Madison’s coaches come from a range of backgrounds. Though not all are professionally trained relationship therapists, Keable says, every one has training or professional experience in “interpersonal communications.”

In addition, Keable explained, "Each of them are put through our own internal training, which includes educating them on the true nature of infidelity–something we are uniquely positioned to do, with more than 60 million members having joined our site since 2002. This provides them with a better understanding of why more than 18,000 people join Ashley Madison every day."

An Ashley Madison spokesperson told Business Insider that dating coach users have seen a 250% increase in responses to messages they sent to prospective partners in the two months since the coaching feature began its testing phase. The most commonly asked questions involve how to create an attractive profile and how to start a conversation with a potential affair partner.

Though an official launch date has not been announced, Keable is confident it will become a permanent feature of Ashley Madison in the near future. If that goes well, the coaching could grow into a business of its own.

"Quite frankly, we see a pathway to this being a stand-alone product given the current status of online dating–traditional or married," Keable said.