Dating coaches and matchmakers are thriving during the pandemic. While COVID has upended romance-focused milestones like weddings, single people have actually been “redoubl[ing] their efforts to find a partner.” Dating apps have certainly seen a surge in activity in the last year, but some are taking it a step further by shelling out “a few hundred to tens of thousands of dollars” to hire dating coaches and matchmakers to help them attract the right partner, and to “do all the heavy lifting for them.” According to dating coach Alexis Germany, who shares advice on TikTok, her business has “tripled” and she’s noticed an influx of straight male clients, while Los Angeles-based firm Matchmakers in the City has seen so many new applications that they needed to hire another matchmaker. Most of the clientele using these services are those who were “too occupied by work and travel” to focus on dating pre-pandemic, and are now more dedicated to finding a committed relationship. (LA Times)
