As a new profession, the life coaching has increasingly been standing out in our society. Trying to keep pace with the fast tempo of life, which is one of the basic features of our era, individuals apply to life coaches to cope with the problems that they face in many areas such as business life, marriage, parenthood, and career or be better than their existing situation. Life coaching has achieved to create a domain for itself as a profession which can only be utilized by a certain walk of life in economic and social parameters wise and promises to provide consultancy services in an ever-increasing range of fields. The objective of this research is to define life coaching which we have frequently heard recently, what its functions are, what it promises, who and why applies to the life coaches and the basics of the social tendency toward the life coaching accordingly. We observe that how a new consultancy service represents itself and what it offers, is relatively important to create a domain itself within the society of alternatives today and expands its reach on a gradual basis. The ultimate aim of this research is to sociologically analyze the needs of today's society for the underlying reasons for this tendency, which can be observed via supply-demand relation. We will analyze how life coaches introduce life coaching to the society and ex-amine the online presentations of 10 life coaches in total through content analysis method, which is one of the qualitative research methods.
Coaching, Life Coaching, Consulting, Profession Introduction, Capitalism