For most of his adult life, Varun Goyal’s world revolved around academics. He moved from college to dental school, then through residency, which he completed about eighteen months ago.
“I couldn’t really focus on myself a whole lot because it was always school, school, school,” the 29-year-old Mr. Goyal explained. “By the time I landed my first job, I realized there were many areas I wanted to improve: my wardrobe, my dating prowess, and my physical fitness. But it all seemed incredibly daunting, and I had no idea where to begin.”
That’s when Mr. Goyal, hailing from Corning, N.Y., stumbled upon Michael Asibuo’s YouTube videos. Mr. Asibuo, a 30-year-old dating and transformation coach based in Montreal, specializes in helping young men elevate their style and physique to look and feel their absolute best. His engaging social media content vividly demonstrates the remarkable progress his clients achieve in their appearance.
Last September, Mr. Goyal made the journey to Montreal for an intensive, day-long personal makeover. The transformation included a visit to a barber for a fresh haircut that complemented his features, a shopping spree at Uniqlo and Zara for an updated wardrobe, and an invigorating gym session. Mr. Asibuo also hosted a private cooking workshop in his apartment, teaching Mr. Goyal to prepare a delicious tomato-based pasta. The day culminated in a professional photo shoot to capture stunning new images for his dating app profiles.
Dating and transformation coach Michael Asibuo operates from his Montreal apartment, where a striking neon pink “Hitch” sign lights up his office.After incorporating weekly online coaching sessions with Mr. Asibuo, Mr. Goyal saw dramatic results: his dating app matches soared from a mere handful per week to over a hundred. Naturally, this led to a significant increase in his dating activity.
“The most profound takeaway for me is a newfound belief in myself,” Mr. Goyal shared. “I used to grapple with deep insecurities.”
Mr. Asibuo aptly named his program “the Hitch Academy makeover,” a nod to the 2005 film “Hitch,” where a charming dating consultant guides men in the art of winning over women. Four recent clients, interviewed for this story, attested to the program’s effectiveness. After typically three months of coaching, they emerged more confident and saw remarkable improvements in their dating lives. They describe Mr. Asibuo as a charismatic, older-brother figure they trust for guidance. Notably, two of these four clients have since found themselves in new relationships.
“My desire is to see everyone succeed,” Mr. Asibuo, a former professional football player, affirmed during a video call from his Montreal apartment. He spoke from his softly lit office, the iconic neon-pink “Hitch” sign, a clear inspiration from the movie, glowing behind him.
Clients of Mr. Asibuo receive comprehensive makeovers, including a professional haircut at a local barber.The quest for expert dating advice is nothing new for men, a theme famously explored in films like “Hitch,” where Will Smith plays a seasoned dating coach guiding Kevin James’s character. Similarly, “Crazy, Stupid, Love” features Ryan Gosling as a charismatic player who assists a newly divorced Steve Carell in rediscovering his romantic stride.
“Many men today experience loneliness or a profound sense of isolation,” Mr. Asibuo observed, noting that he receives hundreds of requests for guidance on social media. “It’s a disheartening truth, but I must ask: how much effort have people truly invested in themselves? It’s about looking in the mirror, assessing what you see, and deciding what steps you’re going to take.”
Mr. Asibuo firmly believes that unlocking one’s full potential starts with a structured routine that includes practical steps for “self-beautification.” He explains, “When you enhance your exterior, you are simultaneously nurturing your inner self.”
“Investing in yourself is the first step toward meaningfully investing in others,” Mr. Asibuo emphasized. With Valentine’s Day on the horizon, he’s been fully immersed in helping his clients meticulously plan their romantic outings.
Part of the transformation includes acquiring a fresh wardrobe.
Mr. Asibuo frequently guides his clients towards an “old money look,” emphasizing a style that is both classic and impeccably sharp.Born in Montreal, Mr. Asibuo’s path wasn’t always in coaching. He was drafted by the Calgary Stampeders in 2020 after graduating from Concordia University. However, a series of four surgeries prematurely ended his football career. He retired from the Canadian Football League the following year and transitioned into a full-time personal trainer.
During his time as a personal trainer, a deeper connection formed with his clients, leading them to confide in him about their dating struggles. Mr. Asibuo observed a common thread: many felt overlooked by women and found little success on dating apps. He began offering them advice, including crucial styling tips. Recognizing the significant need, he formalized his dating counseling into a dedicated business in 2025.
His services, typically ranging from $5,000 to $12,000, attract a specific clientele: primarily men in their late 20s and early 30s working in tech, law, or medicine. These clients share a common goal of fostering genuine, long-term relationships.
Mr. Asibuo’s services, priced between $5,000 and $12,000, cater predominantly to men in their late 20s and early 30s from professions like tech, law, or medicine, all seeking serious, lasting relationships.Mr. Asibuo’s initial approach with new clients focuses on establishing a robust workout and nutrition regimen, which he considers “a foundational element for grounding themselves.”
Central to his program is an immersive, day-long in-person makeover. During this session, Mr. Asibuo frequently guides clients toward an aesthetic he describes as the “old money look” – a style he champions for its classic appeal and impeccable sharpness.
A crucial part of the service involves crafting compelling dating profiles. Mr. Asibuo personally handles their photography and assists them in writing engaging prompts. “The primary concern for men who come to me is feeling invisible,” he explained. “We help them stand out and get noticed.” Once their profiles are revamped, clients experience a surge in matches, leading to more opportunities to meet potential partners. His advice? “Get the reps in, go learn.”
Mr. Asibuo assists clients in building attractive dating profiles through professional photoshoots and guides them through effective gym workouts.
During a hands-on cooking workshop, clients learn to prepare simple yet impressive dishes like this tomato-based pasta.Interestingly, Mr. Asibuo doesn’t focus heavily on teaching pickup lines or intricate smooth-talking techniques. His core advice remains simple yet profound: “Just be yourself.”
“There’s no magical line or opener,” Mr. Asibuo stated, “because ultimately, it all comes down to energy transfer.” He speaks from experience, having met his partner of nearly two years on Hinge. Their first date? They cooked a homemade tomato-based pasta in his apartment. If that sounds familiar, it’s because his entire business model is built upon this very recipe for success.