Sydney / Gold Coast
You don't need more advice. You need a weekend of actually doing it.
Two nights and two days in Sydney or Gold Coast bars, cafés and streets, with a coach standing beside you every time you approach. Sixteen hours of real conversations with real women — not another course to watch at home.
We screen every application, and we'll speak to you on the phone before you pay anything.
- Coaching since 2009
- 2,000+ men coached
- 98% recommend us
- Psychologist-approved
Friday
8:00pm
Your first approaches, the night you arrive
Saturday
10:00am
Daytime: cafés, shops and the street
Saturday
8:00pm
Flirting with intent, and what comes next
Sunday
10:00am
Winging, instant dates and your written report
Next weekend starts
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Before you read any further
This is not a pickup course.
Dating coaching earned its reputation honestly. Scripts, negging, and men performing a character they can't sustain. We've spent seventeen years building the opposite of that.
Sincere Seduction means approaching from real confidence and real curiosity. You become a man women want to keep talking to, instead of memorising lines that work right up until she says something you didn't plan for. It's also the only approach that's still working for you a year from now.
Memorised openers. A script lasts until her first unexpected answer, and then you're stranded.
Saying something true, and saying it well. You learn to open with what you genuinely noticed about her. There's nothing to forget.
Drinking for courage. No alcohol in any practical session. Borrowed confidence leaves with the hangover.
Doing it sober, and nervous. That's what actually retrains the fear, and it's why the change holds.
A hotel function room. Theory you never practise is just a more comfortable way of avoiding the problem.
Sixteen hours in real venues. Your coach shows you, you rehearse it, then you do it that night while he watches.
The schedule
Four sessions. Two nights, two days.
Day and night ask for different skills, so you practise both, twice. Every session runs the same way: your coach demonstrates it in front of you, you rehearse it with the group, then you do it for real while he watches and corrects you on the spot.
An honest assessment, then straight out the door
We begin by working out what's actually stopping you, which for most men isn't what they assume. Then you're approaching the same night, before you've had time to talk yourself out of it.
- Discovery session. One to one with your coach. What you're already good at, where you freeze, and the part you've never told anyone.
- Approaching at night. The full method explained, then your coach does it in front of you so you can see for yourself that there's no trick to it.
- Teasing and banter. How to make a woman laugh without trying to be funny. You practise on us until it sounds like you, not like a routine.
Daylight, sober, nowhere to hide
Daytime is where most men freeze. There's no music, no crowd and nothing to blame. It's also where most of your life happens: cafés, shops, the gym, the street. Get comfortable here and your ordinary week changes.
- Daytime approaching. What changes when she's walking, busy, or clearly not expecting anyone to speak to her.
- Building rapport. How to make a woman feel comfortable with you inside the first thirty seconds, practised with us before you try it cold.
- Getting phone numbers. How to ask so she actually replies, instead of collecting numbers that never turn into anything.
Where friendly becomes interesting
This is where most men stall. Pleasant, easy to talk to, and filed away as a friend before the night is over. Saturday evening is about crossing that line on purpose, and doing it in a way she enjoys.
- Screening. Choosing who to approach, and working out early whether she's someone you actually want to spend time with.
- Flirting with intent. How to build tension rather than just rapport. You rehearse this first, because it's the part men rush.
- Escalation. Moving things forward so that it reads as confidence rather than pressure, with her comfort setting the pace.
- The difficult situations. Large groups, a woman on her own, the dance floor. You won't be stuck for what to do again.
Everything you need for the Monday after
Sunday exists so the weekend doesn't end on Sunday. You learn to do this alongside friends, you take a woman for coffee on the spot, and you go home with your coach's written assessment of exactly what to work on next.
- Wingman etiquette. How to genuinely help a mate instead of crowding him. It's the difference between a good night out and a wasted one.
- Instant dates. Turning a daytime conversation into a coffee right then and there, rather than a number you'll never use.
- Your written report. A detailed breakdown from your coach: what's already working, what's costing you, and what to do about it.
What's included
Why one weekend does more than a year of reading.
A coach beside you all weekend
Coaches who have been exactly where you are
Every coach on our team came through this course as a student, struggling with the same things you're struggling with now. Each of them has been coaching with us for more than seven years. You get one alongside you for the whole weekend, listening to the conversation you're actually having and telling you what to change while you can still change it.
16 hours in the field
Four sessions, all of them real
No function room and no slideshow. Four four-hour blocks across bars, clubs, cafés and the street — the places you'd go anyway, with someone there to make sure you don't walk past.
Straight from the source
Honest feedback from women
You'll spend part of the weekend with women who'll tell you plainly how they want to be approached, what came across as charming, and what made them want to leave. Most men have never been told the truth about this once.
After Sunday
The community is the part that lasts
You leave into Australia's most active wingman community: a few hundred men who'll be out again next Friday. Walk into a busy Sydney bar and you'll spend half the night shaking hands.
As far as you want to take it
A weekend, or the start of something longer
Men arrive with every level of experience. For some, one intense weekend is enough to get moving again. Others carry on into weekly coaching for months. You decide afterwards, never before.
Where it runs
Two cities. Same coaches, same weekend.
We run the SSI Weekend in Sydney and on the Gold Coast. Same structure, same coaching team, same guarantee. Only the venues change. Choose your city when you apply and we'll confirm the next date there when we call.
Sydney
Our home city and the larger of the two communities. Evening sessions run through the CBD and the inner east. Daytime sessions work the busiest shopping strips and café precincts. We change venues from week to week depending on the weather and where the crowds are.
- CBD
- Darlinghurst
- Surry Hills
- The Rocks
- Bondi
Gold Coast
Warmer, more of it outdoors, and busy all year round. Evening sessions run through Surfers Paradise and Broadbeach. Daytime sessions work the beachfront and the shopping precincts. Groups here are smaller, so you get more of your coach's attention.
- Surfers Paradise
- Broadbeach
- Burleigh
- The beachfront
What men say afterwards
Almost everyone says the same thing: they wish they'd done it years ago.
★★★★★
"I wish I had done this sooner." All I could think while I was doing the course was how much money and heartache I'd have saved myself.
★★★★★
"Everything was surprisingly easy." These guys have fun, they talk to women, and they've become exceptionally good at it. It was so much easier learning with them.
★★★★★
"Of the highest standard worldwide." I've worked with the best-known dating coaches in the United States and London. Damien and his coaches are of the highest standard anywhere, and his attention to the student is unmatched.
In the press
Seventeen years of putting our name to it.
GQ, Cleo, the Sydney Morning Herald and most of the country's major mastheads have written about what we do. Usually because we were the only coaching company willing to let a journalist come out on a night and watch.
Who runs it
Damien Diecke
I had generalised anxiety disorder. I couldn't start a conversation with a woman I hadn't been introduced to. What changed it wasn't a technique. It was doing it badly, in public, over and over, alongside people who told me the truth afterwards. That's the whole method, and I've spent seventeen years making it quicker for other men than it was for me.
Founder, School of Attraction — coaching since 2009
What it costs
One weekend. One payment. One guarantee.
Bring a mate and you both pay less. Partly because it's good for us, but mostly because the men who go through it together are still going out together a year later, and that's what makes the results last.
On your own
For the man who would rather nobody he knows is involved.
$ 2,995
One payment, in full. Sydney or Gold Coast.
- Sixteen hours of in-field coaching across four sessions
- A one-to-one discovery session on the Friday
- Honest feedback from women during the weekend
- A written assessment from your coach on the Sunday
- Membership of the wingman community and student forum
- Email and SMS support after hours
Most men choose this
Bring a wing
Sign up with a friend. You'll push each other harder, and you'll both have someone to go out with the following Friday.
$ 2,500 each
One payment each, in full. You save $990 between you.
- Everything in the solo weekend, for both of you
- Paired winging drills through the Sunday session
- Both written assessments designed to work together
- Membership of the wingman community and student forum
- Email and SMS support after hours
What these pieces would cost separately
| Included | Hours | Normally | You pay |
|---|---|---|---|
| In-field coaching with a dating coach | 16 | $2,400 | Included |
| One-to-one discovery session | 1 | $200 | Included |
| Feedback sessions with women | 2 | $400 | Included |
| Written end-of-weekend assessment | — | $150 | Included |
| Wingman community membership | Ongoing | $200 | Included |
| Phone and email support | Ongoing | $500 | Included |
| Student forum | Ongoing | $99 | Included |
| Total | 16 hrs in field | $3,949 | $2,995 |
Follow the coaching and get nothing? You get your money back.
We screen every applicant before we accept him, so by the time you pay we already believe we can help you. If you do what your coach asks across the weekend and still get nowhere, we refund you in full. It's written into your contract, which makes it a legal obligation rather than a promise.
Straight answers
The questions men ask before they apply.
What if I'm the one man it doesn't work for?
Nearly every applicant asks us this, which tells you how normal the worry is. We screen you before we accept you, so we won't take your money if we don't think we can help. There are genuine exceptions, and an untreated psychiatric condition is one of them. But if you're socially awkward, short on experience, or dealing with long-standing approach anxiety, that's our standard intake and the group we're best with. If we accept you, you follow the coaching and you still get nothing, you're refunded in full under the contract.
Can I have a few drinks first?
No. There's no alcohol in any practical session. Confidence borrowed from a drink isn't there on a Tuesday afternoon when you're sober in a café, and the version of you that turns up all week is the one we're building. Several of our students have covered a good part of the fee simply by not drinking for a few months.
Do you run this on the Gold Coast as well as in Sydney?
Yes. The SSI Weekend runs in both Sydney and the Gold Coast with the same coaching team, the same structure and the same guarantee. Only the venues are different. Choose your city on the application form and we'll confirm the next date there when we call. A number of men travel between the two, so if you're flexible, say so and we'll put you in whichever weekend comes up first.
I've read a lot of this already. Do I really need the theory?
Yes, and the men who ask are reliably the ones who thank us afterwards. What we teach took years to work out and doesn't match what's written elsewhere. More importantly, reading was never the bottleneck. You're not short on information. You're short on practice in front of real people, and that's what the weekend is for.
Can I do this privately instead of in a group?
We do offer it, it costs considerably more, and we don't recommend it. The group is doing real work: it builds momentum, and it pushes you further than you'd push yourself alone. Men who go through the weekend together are often still winging for each other years later. If privacy is genuinely the deciding factor, raise it on the call and we'll find something that works.
Where do the sessions actually take place?
In and around the CBD in Sydney, and around Surfers Paradise and Broadbeach on the Gold Coast. We use a rotating set of day and night venues, chosen week to week based on the weather and how busy each place is. You'll get the exact meeting points once you're booked in.
What happens after the weekend ends?
You keep your community and forum membership, along with email and SMS support. Most men are out again within a fortnight with people they met on the weekend. If you want to keep going formally, the thirteen-week Sincere Seduction Intensive is the next step, and what you paid for the weekend is credited towards it. Nobody will pressure you on the Sunday.
Next weekend: loading
Apply for the next weekend.
Weekends run on the last Friday of every month, in Sydney and on the Gold Coast. Group sizes are capped at the number of men one coach can properly look after, so we screen before we accept.
- Send us your details It takes about a minute. Nothing is charged and nothing is committed.
- We call you within 48 hours A real conversation about where you're stuck and whether this is the right thing for you. We'll tell you if it isn't.
- You choose your city and date Sydney or Gold Coast, and the weekend that suits you. Payment comes after that call, never before.
Next weekend —
Apply now