Anwar White, 43, thought he’d have a long career in fashion, he says.
White started out working in strategic planning at Guess and then in client success at Sears. But after attending Columbia Business School to attain his MBA in 2010, White noticed a common theme when catching up with friends: They were succeeding in their work lives, “but their love life was in the toilet,” he says.
That sparked an idea.
White says he’s always effortlessly navigated the worlds of both men and women. “Most of my friends were girls growing up in school, and then I was a huge jock, specifically in basketball,” he says.
“I always helped boys talk to girls and girls talk to boys, even on the elementary school playground.”
He decided to use this talent to help his grad school classmates as well, advising them on how to build their online dating profiles, coaching them before a date, and then checking in after.
Eventually he realized that he liked doing that even more than working in fashion — and that he had a knack for it.
From 2018 to 2019, White worked as a relationship coach for Relationship Hero, an online platform that provides on-demand coaching and advice for individuals and couples navigating dating and relationships. In 2018, he also founded his company Get Your Guy Coaching.
Today, he and his team of five dating coaches work with up to 500 women at a time, with some clients paying as much as $20,000 to $24,000 a year, he says.
White currently lives with his husband and three kids in Montreal, Canada. Here’s how he’s built his booming dating coach business.
‘Most people aren’t taught how to date’
For White, growing Get Your Guy Coaching has been about hard work.
“I read at least two books at a time,” he says of some his research. He’s currently reading “The Game” by Neil Strauss, for example, as well as “How to Make Anyone Fall in Love with You” by Leil Lowndes.
He also puts in the hours with his clients. “It’s doing the grunt work,” he says. “Sitting in the trenches with them, hearing absolutely everything that they’ve gone through.”
In the early days of coaching, White’s business grew through word of mouth. But things really took off around the time of the pandemic. “I started blowing up on social media,” he says. White gives dating advice on TikTok and Instagram and his videos bring in thousands, and in some cases even millions of views.
White’s business exclusively serves women of color, who he says face their own unique set of challenges in the dating world.
My big goal is to help 1 million Black women get married.
Anwar White
Dating coach and founder, Get Your Guy Coaching
“Most people aren’t taught how to date,” he says. In his experience, “that’s especially true for Black women. Historically speaking, marriage was about survival. It wasn’t really focused on choice.”
Get Your Guy Coaching’s offerings range from $149 for a dating strategy starter course to a $7,500 VIP program that includes 24-hours access to dating coaches, including White.
No matter which package they choose, White says he helps clients tackle what he calls outer work — or the actual process of dating and assessing if someone could be a good partner — and inner work.
“We teach women how to be vulnerable from a feeling perspective,” he says. “Black Women, Black girls are specifically raised to be stoic.”
There are two packages that are not listed on the Get Your Guy Coaching website. The Get Your Ring Program teaches women relationships skills and helps them get to the engagement phase of their relationship. It costs $2,500 and is only offered to women who’ve already completed the Get Your Guy Program.
And then there’s what White calls the Superstar Program, an anonymous program where he works with “celebrities and Hollywood individuals,” he says, after they reach out to him directly via email or DM.
That service can cost around $20,000 to $24,000 a year and includes everything in the VIP program and one-on-one sessions with White, who will travel to wherever the client is twice a year to do date observation or coach them through a night out.
White says he and his clients achieve success on a regular basis.
“At the VIP level, the relationship rate is around 80%,” he says, meaning the rate at which women enter committed relationships. “At the Get Your Guy Club level, it’s closer to 55%.”
“We have at least one or two engagements a month,” he says. White is also currently working on a book geared toward helping Black women date. That’s due out in early 2027.
Ultimately, he says, “my big goal is to help 1 million Black women get married.”
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