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People are being fooled by the wellness business into striving for a life of dumb positivity, self-promotion and narcissism

Joe Brolly


'The industry message is that we are pathetic to be content to be average humans'

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'Life coaching is the twin brother of the healing industry. Unregulated, unproven, and unprovable'

'Life coaching is the twin brother of the healing industry. Unregulated, unproven, and unprovable'

'Life coaching is the twin brother of the healing industry. Unregulated, unproven, and unprovable'

Life coaches are spreading across the planet like Japanese knotweed. A search on Google throws up 231 million results in 0.67 seconds.

It is a con based on a bonkers but tempting premise: We probably don’t realise it, but we all have an untapped inner-self that is superhuman, an all powerful super ego that is capable of bringing us whatever we want. External circumstances are irrelevant.

Whether you are a binman on the minimum wage who left school at 15, or a single mother with one leg, six children and a prescription drug problem, you can soon have that dream job, that dream figure and a marbled mansion on the Riviera.