Parents Are Paying Thousands For Sorority Rush Coaches

SAAS is starting to mean sororities as a service.

Parents are spending thousands of dollars on consultants to help their daughters navigate sorority recruitment at major Southern universities, turning rush into a process with its own coaches, preparation packages and, in some cases, five-figure services, according to Bloomberg.

The consultants advise prospective new members, or PNMs, on what to wear, how to introduce themselves, which photographs to remove from social media and how to handle conversations during recruitment. Some help prepare résumés and introductory videos, secure recommendation letters and remain on call throughout rush week.

The business is expanding as Southern universities attract more students from the Northeast, Midwest and West, including families with little familiarity with the region’s Greek-life traditions. “Until very recently, people didn’t even know this industry existed outside of the South,” says Trisha Addicks, founder of Atlanta-based consulting firm It’s All Greek to Me. Her one-year program costs $6,500, and this fall she is introducing a two-year Legacy Mentorship package for $12,000.

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