In New York, Alex “Hitch” Hitchens is a professional “date doctor” who coaches other men in the art of wooing women, with the main focus of having genuine long-term relationships. He is very successful at what he does. While coaching one of his clients, Albert Brennaman – who is smitten with a client of his investment firm, celebrity Allegra Cole – Hitch finds himself falling for Sara Melas, a gossip columnist and cynical workaholic. While Albert and Allegra’s relationship progresses, Hitch has difficulty connecting with Sara as none of his romantic methods work for her. Throughout the entire process, he keeps his career secret, claiming to be a generic “consultant”.