The aim of the study is to shed light on the process by which life-coaching has become a thriving industry in Israel. By performing an Internet search followed by website analysis, document analysis and in-depth interviews with key people in the industry, we suggest that there is a distorted notion of life-coaching, both from a professional and an ethical perspective. It appears that the Israeli life-coaching industry is too immature and fragmented to have yet developed a standard. The main findings, as well as the industry’s future directions and avenues for future research, are presented and discussed.