Are you content with being just ordinary? Or do you wish to make progress and be outstanding?' New ritual practices in contemporary Sweden

This article examines the emergence and features of new practices in contemporary Sweden, which are being sold to individuals as therapy or coaching in order for them find their ‘inner potential’ as a means to achieve health, self-realisation and prosperity in life as well as in work. The focus on the inner self and the formation of a new personhood demands new ritual creativity, responding to the individual’s longing for intense experiences of transform­ation and the authentic self. The development of a new outlook on the self is thus the focus of these practices, that is to say, individuals are encouraged to stage new ways to perform themselves. In this construction of a new self, or the image of an ideal self, the layman therapist or coach is very much in demand. In order to discuss these new practices, the Health Academy Europe (Hälsoakademin Europa) is chosen. One reason for a closer study of this enterprise is that it was one of the coaching enterprises chosen in 2009 by the Swedish public Employment Service (Arbetsförmedlingen) to give employment coaching, when the Swedish government allocated 300 million euros to buy the services of 1,500 coaches to help approximately 250,000 unemployed Swedes to get work.These new practices could be classified as new rituals, adapted to late modern society with a focus on the individual, the inner self and prosperity. The ambition is to encourage the participant to design a new, empowered self in order to turn dreams into reality and to find hope for better circumstances in life