Alex Hitchens works as a secretive “Date Doctor,” helping set men up with the women of their dreams. Hitch, however, is far more hands on[1] than other counselors, resorting to some questionable tactics and means in order to get men into relationships;[2] sometimes by having them change themselves a lot and present a false image in order to be more appealing. His first act, in the opening of the movie, is to set a couple up with a gratuitous amount of manipulation and deception; after committing what is essentially pet theft, he sets up a false display which leads the victim to believe his client jumped in front of a taxi to save her dog's life. The opening montage deals with Hitch's various clients, each meeting the women they've been afraid to speak to and getting into good relationships with them as a result of the dating coach's work. The premise of the movie focuses on his work with Albert Brennaman, an overweight accountant who is infatuated with the rich and beautiful Allegra Cole. Despite not following Hitch's advice, Al's natural behavior seems to be more endearing to Allegra than any of the uncharacteristic behaviors Hitch wanted him to portray. All the while, gossip columnist Sara Melas starts trying to track down the Date Doctor's identity, after her friend is humiliated in a one night stand with one of his rejected clients. Unbeknownst to her, she is already dating Hitchens, and the pair seem to be getting along well. After Hitch's identity is exposed, the two break up and Allegra dumps Al. In an argument, Sara learns that Hitch never set her friend up with the obnoxious and rude client, and later apologizes for exposing his actions. Not only does Alex and Sara reconcile, but when Allegra finds out from Hitch that all of Albert's endearing traits were his own, and not orchestrated by Hitch, the couple get back together.

1. Hands-on has a hyphen in it.
2. Use of semicolon here is inappropriate - try a hyphen.