# Lifestyle guru

Lifestyle gurus, also known as lifestyle coaches, trainers, or consultants, work with individuals to help them make lifestyle changes aimed at improving their overall well-being and happiness. These professionals guide people in areas such as health, fitness, relationships, and personal growth, tailoring advice to individual needs.
The profession gained widespread attention in the 1990s and 2000s, popularized by public figures and celebrities like Cherie Blair and Madonna. Lifestyle gurus often gained prominence by working with high-profile clients and offering personalized coaching.
One notable example is Carole Caplin, who served as a lifestyle coach for the Blair family, helping them with fitness, nutrition, and well-being strategies.

## Activities

Lifestyle gurus embody the para-social, leveraging intimacy, authenticity, and integrity. They are enabled by social media to attain micro-celebrity status and influence, demonstrating the emotional investment and trust they garner from the public.
Spiritual gurus have significantly influenced consumer behavior, especially in the FMCG sector. Their endorsements are based on public affinity towards spirituality, lending credibility to the products they promote. This has led to a competitive edge for brands like Patanjali and Sri Sri Tattva against established companies (Narendra et al., 2022).
Influencers, especially in health and wellness, effectively engage their audience through "influencer pedagogy". This method, while indirect, educates followers on social media platforms through relatable interactions, cultivating authenticity and expertise (Hendry et al., 2021).

## Criticism

Lifestyle gurus have come under heavy criticism in recent years, with most criticisms concerning their utility. Other criticisms have centred on the perception that they are a symptom of the indecisiveness of today's society.
Frank Furedi, a professor of sociology at the University of Kent, has been a prominent critic of lifestyle gurus. Lifestyle gurus have received criticism for preaching unscientific ideas and thus influencing public opinion.
A 2017 article in Vox accused personal-growth gurus of being "all smoke and mirrors", "a hypocrite's game", and "bullshit artistry" aimed at making money from selling a product, such as books or conferences.

## Compared to a therapist

Unlike a psychotherapist, life coaching does not require training, professional licensure, or regulatory oversight. They are not subject to the board and are not required to comply with the Health Insurance Portability and Accountability Act (HIPAA) and its privacy rules. Anyone can claim to be a life coach, and anyone can start a business selling "certificates" to potential life coaches.
Unlike life coaches, therapists and other mental health professionals focus on healing, treating mental health disorders and helping people overcome trauma and other issues from their pasts. While working with a life coach can theoretically help with certain unresolved issues, life coaches cannot treat psychological disorders.
Therapists and life coaches develop individualized treatment plans tailored to each patient's needs. However, they take different approaches. Therapy typically addresses a variety of emotional problems and psychological disorders. Lifestyle coaches are more focused on helping people achieve personal or professional goals. Because people turn to therapists and life coaches for different reasons, each profession offers different types of services.