The Scoop: For the SocialCoach team, dating success isn’t about pick-up lines or seductive techniques — it’s about self-confidence and social skills. Australian dating coach James MacLane founded SocialCoach in 2006 to change the way single men approach attractive women in the real world. His hands-on training sessions and workshops rely on the help of female trainers to walk participants through exercises, including practice conversations and body language tutorials. The trainers and coach give useful feedback to smart single men who are in the prime of life and want to share their success with someone special.

Australian single James MacLane once thought that if he focused on his career as a financial analyst, his success would eventually attract women and win him a stable relationship. But that didn’t happen. He was still a virgin at age 27, and, at age 31, his first girlfriend cheated on him soon after they’d started dating.

He knew what he was doing wasn’t working, so he decided to make a change in his life. He took a break from his career and began to study the laws of attraction, travel the world, and develop his interpersonal skills so he could have the love life he desired.

Photo of James MacLane, Founder of Social Coach

Through years of practice, James MacLane fashioned himself into a dating and body language expert.

Within a few years, he was dating professional models, actresses, doctors, and lawyers from over 30 countries around the world. In 2006, following a meditation retreat, James decided his life’s purpose was to keep other single men from going through the pain, uncertainty, and heartbreak that he went through in his 20s and early 30s.

So he founded SocialCoach, a professional coaching service, to teach relationship-oriented single men to follow in his footsteps and become more confident and successful daters — without using cheesy or sleazy pick-up lines.

Over the last 10+ years, James has earned a reputation as Australia’s Hitch thanks to his uncanny ability to transform awkward singles into pro daters. According to the SocialCoach website, “46-year-old James MacLane is one of the oldest and most experienced dating coaches in the world.”

Alongside 11 female trainers and coaches, James seeks to instill time-tested social skills and dating strategies that will benefit single men throughout their lives.

Crafting Inspirational Messages for Single Men

SocialCoach runs workshops and private instructions for single men who have been successful in other areas of life, but haven’t yet reached their goals in the love department. The dating service describes the typical client as a smart, working professional between 30 and 55 years old.

The trainers appeal to time-poor singles by offering simple solutions to getting fast results in the dating scene. The website makes a compelling pitch, saying, “You’ll be taken step-by-step through our program of hands-on practical drills and exercises… teaching you what you need to do from first eye contact with a women you’re attracted to.”

By putting attraction into concrete terms, SocialCoach empowers single men to develop solid social and dating skills using time-tested techniques. The workshops provide an opportunity to learn in a group, while the private coaching sessions offer a more customized regimen.

Screenshot of the SocialCoach website

As head coach, James leads 11 female trainers on the SocialCoach team.

James screens all potential clients because he wants to be sure he can help anyone who invests in his programs. He conducts a 30-minute phone call to assess the person’s dating goals and obstacles, answer questions about his coaching methods, and determine if SocialCoach is a good fit for that person.

Men can book an initial call via a five-question online application. This convenient sign-up process makes shy or nervous guys feel comfortable asking SocialCoach for help. And the $214.50 deposit ensures they are serious about finding someone. SocialCoach refunds the deposit if James decides not to take a client on.

James is selective when choosing single men to work with because he said he cares about getting results and providing his clients with an experience that is worth their while.

As the private instruction website says, “Having James and two of our beautiful, skilled female trainers all to yourself means you can get the breakthroughs you want fast — without any distractions or compromising on time.”

The Breakthrough Bootcamp: An Intensive Program Guarantees Results

SocialCoach offers a number of resources for single men on a journey of self-improvement. The most popular product is the Breakthrough Bootcamp, a three-and-a-half day coaching program that teaches advanced dating, seduction, and social skills through in-person exercises.

According to the website, the Breakthrough Bootcamp regimen is “designed to give you the skills to easily and consistently meet, attract, and date far higher quality women than you ever have in the past — without doing anything weird or sleazy or trying to change who you are.”

James is confident he can help single men navigate social situations with more success, and he’s willing to put his money where his mouth is.

“We will give you the skills through drills and exercises with our beautiful female trainers to easily meet, attract, and date the women you really want,” James promises on the SocialCoach website, “or we will give you all your money back plus $1,000 cash.”

This 120% money-back guarantee sets SocialCoach apart from other coaching services. The team must live up to high standards and put client success first — or they don’t get paid.

Case Studies Prove the Worth of Niche Services

Over the years, James has seen phenomenal transformations in his clients. Some men came to him feeling uncomfortable in their own skins and went away with the skills to approach an attractive woman and build a rapport within a few moments of conversation. Thousands of men have benefited from the company’s empowering workshops, seminars, and private instruction.

SocialCoach’s case studies highlight the good work the team has done for Australia’s single population. “I went from a painful divorce, then spending $30,000 on alcohol in a year — to dating multiple beautiful women at a time and taking control of my life,” said Steve, a 40-year-old single in Brisbane.

“Training with James was great fun,” said Ben, a 38-year-old psychologist who felt he got a lot out of the SocialCoach workshops. “With James supervising, you approach over and over until it becomes comfortable and natural.”

“The Bootcamp is the ultimate course in building self-confidence. It’s essential learning for every male.” — Jeremy, a business owner in Sydney

“It should be part of the school curriculum,” Mark said about the coaching programs. “It should be provided for males worldwide.”

It’s not just clients singing his praises either. A Cosmopolitan writer said James’ workshops were “illuminating” and “changed the way I date.”

“McLane is fascinating to listen to because he’s absorbed and tested pretty much every piece of pick-up artist literature there is out there, and taken a step beyond it in the way he conducts his seminars and camps,” reads an article in Brisbane Times about James.

Social Coach Changes Lives in a Step-by-Step System

James MacLane rejects pick-up culture with his emphasis on authentic social interactions with high-quality women. While many of his competitors focus on the short-term success of getting someone into bed, James’ dating coaching firm promotes savvy strategies to develop the deep personal connections that lead to relationships.

SocialCoach’s group workshops and personal coaching sessions inspire single men to come into their own in the dating world — and that doesn’t just include the bar scene. James equips his clients to go out and meet women in bookstores, grocery stores, gyms, and other everyday settings. By the end of the coaching program, many clients say they feel comfortable wooing any woman anywhere.

“Our culture makes it quite hard for [single men] — we’re quite focused on career,” James said in an interview on Channel 7’s Sunrise program. “But, somewhere along the line, someone should have taught us some basic social skills like how to start and sustain a good conversation and try to find out what’s special and interesting to a woman.”