Abstract: In example embodiments, a system and method for providing a social coaching system is provided. A coach database is maintained by the coaching system. The coach database includes a list of coaches and attributes associated with each coach on the list. A request for a coach is received. The request includes at least one goal of a consumer. A plurality of coaches specializing in achieving the at least one goal is determined. The coach may be determined by identifying a match between the attributes associated with each coach and the goals of the consumer. A recommendation indicating the plurality of coaches is provided to the consumer. A selection of the coach from the recommendation is received. The coach is then assigned to the consumer.