A new trend in sex therapy is emerging, with dissatisfied couples now turning to sex coaches who are paid to observe and then teach women and men how to be better lovers. Aniela McGuinness and her husband, Jourdan, both 29, were unhappy with their sex life so they approached New York-based sex coach Eric Amaranth, who, from a chair in the corner of a hotel room, gave the couple a bevy of sex toys and issued instructions.