Anwar White, 43, thought he would have a long career in the fashion industry, he says.
White first worked in strategic planning at Guess and then in client success at Sears. But after attending Columbia Business School for an MBA in 2010, White noticed a common theme when she met up with her friends. That is, they are successful at work, but their love life was in the toilet.
That gave me an idea.
White says she has always navigated both the male and female worlds effortlessly. “Most of my friends were girls growing up at school, but I was particularly into basketball at the time,” he says.
“I always helped boys talk to girls and girls to boys, even in the elementary school playground.”
He decided to use this talent to help his graduate school classmates as well, giving them advice on how to create online dating profiles, coaching them before their dates, and checking in with them after their dates.
Eventually he realized that he liked doing it more than fashion work and that he had the talent for it.
From 2018 to 2019, White worked as a relationship coach at Relationship Hero, an online platform that provides on-demand coaching and advice to individuals and couples navigating dating and relationships. In 2018, he also founded his own company, Get Your Guy Coaching.
He and his team of five dating coaches now work with up to 500 women at a time, with some clients paying as much as $20,000 to $24,000 a year.
White currently lives in Montreal, Canada with her husband and three children. Learn how he built a fast-growing dating coaching business.
“Most people aren’t taught how to date.”
For White, the growth of Get Your Guy Coaching has been a huge endeavor.
“I read at least two books at a time,” he said of his research. For example, he’s currently reading The Game by Neil Strauss and How to Make Anyone Like You by Ray Lowndes.
He also spends time interacting with customers. “They do the heavy lifting,” he says. “I sat in the trenches with them and heard everything they were going through.”
In the early days of coaching, White’s business grew through word of mouth. But it was around the time of the pandemic that things really started to take off. “I started blowing up on social media,” he says. White offers dating advice on TikTok and Instagram, and his videos bring in thousands, even millions, of views.
White’s business caters exclusively to women of color, who she says face unique 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. Marriage wasn’t really about 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-hour access to dating coaches, including White.
White says that no matter which package a client chooses, he helps them tackle the so-called “outer work” — the actual process of dating and figuring out if someone would be a good partner — as well as the inside work.
“We’re teaching women how to be vulnerable from an emotional standpoint,” he says. “Black women, Black girls are especially 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 relationship skills and helps them reach the engagement stage of love. It costs $2,500 and is only available to women who have already completed the Get Your Guy program.
And then there’s what White calls the superstar program. The program is anonymous and will work with “celebrities and Hollywood insiders” after they contact them directly via email or DM.
The service costs about $20,000 to $24,000 a year and includes all of the VIP programs and one-on-one sessions with White, who travels wherever clients go twice a year to observe dates and guide them on nights out.
White said he and his clients regularly experience success.
“At the VIP level, the engagement rate is about 80%,” he says. This refers to the rate at which women enter into committed relationships. “At the Get Your Guy Club level, it’s closer to 55%.”
“We have at least one or two contracts a month,” he says. White is also currently working on a book aimed at helping black women date. It is scheduled to be released in early 2027.
Ultimately, he says, “My big goal is to help one million black women get married.”
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