Sweat lodges and Firewalks – sounds like a bad 80’s song, or perhaps the topic of a controversial Donald Trump speech on how to combat the enemy. Actually, it’s neither of these – a sweat lodge and a firewalk are both motivational tools that have been used by famous coaches to inspire and enlighten, and, as it turned out, to injure and kill.

Are People Paying Big Money to be Tortured?

Are coaches going too far to make a name for themselves and attract individuals who are looking for the next best thing? It’s great to help people transform their lives using a challenge or big event based accomplishment, but it’s going waaaaay to far when people die as a result, no?

If risking your life the price of real transformation?

The Sweat Lodge Deaths

Sounds like the name of a bad horror movie, but it was a real event that occurred in 2006. James Arthur Ray, self-help guru, two-time guest on Oprah, and author of the New York Times best seller, Harmonic Wealth: The Secret of Attracting the Life You Want, used to speak to thousands of people at a time, sometimes at a four-figure admission price. That was before three followers died and eighteen were hospitalized after spending too much time in homemade sweat lodges at an event meant to encourage a spiritual awakening.

Ray was found guilty of three counts of negligent homicide and given two years in prison. He is a free man now, and though he is back to coaching private clients in person and online, he has stayed out of the spotlight.

Coaches and Firewalks – What Price for Motivation?

Everyone’s heard of Tony Robbins – one of the most recognized names in self-help. Well, it seems Tony might be trying just a little too hard to toughen up his clients. At a recent Robbins event in San Jose, CA, two dozen people were treated for second and third-degree burns after they walked (or tried to walk) across hot coals.

To give some context to the story, Tony Robbins has been using firewalks at his events for over three decades. It is always carefully monitored and people strictly walked on a “volunteer basis”. Though people sometimes report minor blistering, it is usually considered a badge of honor; it is doubtful that anyone with second and third-degree burns will consider their scars a badge of honor or the cost of expensive motivation.

Sweat Lodges and Firewalks – the New Normal?

There were many salacious claims made after the firewalk injuries, and most of those people present are adamant that reports of people screaming in agony and being forced to participate are completely false. But, it can’t be denied that three people died in the sweat lodge incident, and a famous guru was sent away to prison.

It seems certain that the news will make a bigger story out of anything and everything, but are sweat lodges and firewalks the new normal for self-help gurus?

The Difference Between Dying in a Sweat Lodge and Walking on Hot Coals

Though these two incidents are similar in some ways, there are profound differences between the sweat lodge and firewalk incidents. In one, people died, while in the other, people suffered injuries that were far from life threatening. One, the firewalk, has a history of casual use, while sweat lodges are traditional Native American structures used for ceremonial prayer and steam baths.

The most important difference seems to be the fact that there is a history of death (there have been a handful going back to 1996), in non-traditional new-age, spiritual sweat lodge ceremonies.

Death – that’s a big difference!

The Sweat Lodge and the Firewalk – Motivational Tools or Marketing Gimmicks

The coaching and self-help business is becoming highly competitive – coaches who want to attain guru status often believe they have to think of new and controversial ways to get noticed. Sweat lodges and firewalks are just a symptom of a competitive yet highly lucrative industry.

“Learn How to Overcome Anything by Surviving a Sweat Lodge!”

“Learn How You Can Do Anything You Want by Walking on Hot Coals!”

These sound more like marketing gimmicks to me, but different motivational techniques work differently for different people. I remember my basketball coach chucking basketballs at us if we weren’t running wind sprints hard enough. Getting hit in the back of the head by a basketball may have been motivating for some… but it just pissed me off!

So, I’ll probably avoid coaches and gurus who use sweat lodges and firewalks, but you can bet that they won’t be the last motivational techniques that sound a bit more like torture than inspirational exercises!

Special Bonus – Learn 3 simple ways to become a life coach with the “30-Days to Become a Coach” video toolkit when you fill in the form at the top right and click the “Watch The Videos Now” button. You’ll learn how to change your client’s life in 45 minutes.

Fred Philips
Business Coach
Writing Team, Coaches Training Blog Community