Ashley Madison, the secret dating sites that help spouses looking to cheat on their significant others. Now the company is introducing a new feature by implementing "cheating coaches" to help users who don't have experience cheating.
"Our coaches are carefully selected to meet the needs of our community," Ashley Madison's Chief Strategy Officer Paul Keable told Newsweek Monday. "They come from a variety of backgrounds, including certified life coaches, dating coaches, and other industries where inter-personal communications is required."
"Each of them are put through our own internal training, which includes educating them on the true nature of infidelity–something we are uniquely positioned to do, with more than 60 million members having joined our site since 2002," Keable continued. "This provides them with a better understanding of why more than 18,000 people join Ashley Madison every day."
The feature was actually inspired by user feedback from mainly female members, according to Keable.
"We often heard that our female members were frustrated with their male counter-parts attempts at connecting and communicating with them, mostly that their approaches lacked a certain level of sophistication," Keable said. "What we came to understand was that the online dating industry changed how people were connecting, by making the technology more important than the user. With Ashley Coaches, we're putting a stronger emphasis on the human connection, helping our members put their best foot forward while still maintaining their discretion," he explained.
The coaching feature is not fully available yet, but it is being tested for groups of users in Brazil and the United States. There's no launch date in site but Ashley Madison says it "absolutely" will be seen as a permanent feature on the site in the future.
"Quite frankly, we see a pathway to this being a stand-alone product given the current status of online dating–traditional or married," Keable said.