In the first photo, Nicolas (first name changed) sits on a terrace, a glass of orange juice in hand, with a big, relaxed smile. Scrolling through his profile on the dating app, we then see him in three-quarter view, sitting on a cliff, gazing out to sea. In the third, he appears from the front, in a blue suit, his blond hair a little tousled, his hand boldly resting on his thigh. The order of the images is not random: it has been carefully orchestrated following the advice of Antoine Boullay, "love coach and photographer for dating sites," based in Aix-les-Bains (southeastern France). Nicolas came across his site a year ago, after discovering personal development on YouTube.

"I realized that if I went on like this, my life was going to be pretty dull. I took up Latin dancing, took private English lessons, and then sought to acquire a very specific skill: chatting with women via text," said the 28-year-old law expert, who has set up his own business in the Lyon region. Up until then, Nicolas had "occasional relationships, and not every year." "I missed it. For me, sexuality has a rightful place in a specific personal balance. But I was afraid of rejection, it blocked me a bit," he recalled. In the summer of 2023, he paid €1,600 for the coaching package offered by Boullay and his company, Boost Your Dates.

On his website, Boullay introduces himself as "a graduate of business school in 2002 with a degree in tourism management," and highlights his "love of women" and his interest in "the French language." Forty-something, square-jawed and shaved head, Boullay started his coaching business in 2022, alongside his job as a waiter. "I discovered dating sites in 2012, and it worked well for me. My brother told me that I was really at ease, and that I should help others," explained Boullay over video from his apartment, his vaping device in hand. With the "profile pack" package, he offers a one-day photo shoot and advice on how to present yourself on an app.

The coach recommends describing your hobbies simply, "while remaining sexy: avoid saying you like video games, beer or football, as the girl will soon find out," he warned. With the "coaching pack," Boullay also assists his clients in their dating site interactions by analyzing screenshots of their conversations. "You have to maintain a gentlemanly attitude, but keep it light, enjoy yourself. And above all, don't dwell on the written word: after one or two days of smooth exchanges, don't hesitate to suggest meeting up," he suggested. Over the past two years, he has followed some 20 customers, aged between 28 and 45. They come from all over France and are lawyers, company directors, bankers, engineers... According to Boullay, they are often "rather shy men, who have just come out of a long relationship and don't know how to move forward."

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