London: A new trend in sex therapy is emerging, with dissatisfied couples now turning to sex coaches who are paid to observe and then teach women and men how to be better lovers.
Aniela McGuinness and her husband, Jourdan, both 29, were unhappy with their sex life so they approached New York-based sex coach Eric Amaranth, who, from a chair in the corner of a hotel room, gave the couple a bevy of sex toys and issued instructions.
For 240 dollars per hour, the couple tried out different and mostly unknown intimate sex acts on each other, and by following Amaranth's advice, they said that they are more confident and enjoying the best sex of their relationship, the Daily Mail reported.
"I was nervous at first, of course. I wasn't sure how easily I would be able to relax," Aniela told UK's Grazia magazine.
"But it was an incredible experience, I had orgasms like I've never had before - with him in the room," she said.
After the success of 'Fifty Shades of Grey,' couples, especially women, believe there is something wrong with them if they aren't having mind-blowing sex - and are subsequently taking serious action with this new breed of sex tutors.
In London, sex coach Mike Lousada claims to be able to reawaken a women's sexuality with tantric sex and inter-vaginal massage.
And there are the sex surrogates, made famous by the new film 'The Sessions,' who give their clients one-on-one coaching in "caressing techniques, kissing, feeling relaxed with another person in the nude and, inevitably, the sex act itself."
Amaranth, 36, describes his sex therapy (far from the emotional and psychological healing performed by traditional sex therapists), as being like "a chef who teaches other people how to make gourmet food."
His clients can choose between simple "talk sessions" which take place over Skype or G-chat for 175 dollars; or the "guided sessions" in which he observes couples, or single people, pleasuring themselves or each other in a hotel room - giving them real-time tips, advice and encouragement.
It isn't just couples who are seeking help, as Amaranth says that 50 percent of his clients are single women wanting to improve their own orgasms, or single men wanting to learn how to perform better in bed.