“Trainings for personality development” is how the Rose of the World describes itself. “Our seminars will teach you how to find your true self, realize your goals and achieve material wealth,” its Web site states—lit up by photographs of happy, shiny people standing on the top of a hill, shot from the bottom up, their arms out embracing a strong wind so it looks like they’re almost flying.
On Internet forums and in chat rooms there is some discussion, though not much, about the Rose. A couple of people write that it changed their lives forever and they are transformed. Others write that it’s a con. Still others write that they think it might be dangerous. The posts in the chat rooms are all anonymous.
The Rose of the World runs its trainings in a Soviet-gothic palace at the All-Russian Exhibition Center (VDNH) in northern Moscow. VDNH was commissioned by Stalin to celebrate Soviet success, with great gothic pavilions and statues dedicated to every republic from Armenia to Ukraine and every accomplishment from agriculture to space. Now it is rented out to petty traders selling anything from kitsch art to kitchens, furs, and rare flowers. Stray dogs hunt in packs between gargantuan statues of collective farm girls and decommissioned rockets. The Rose’s trainings are in the old Palace of Culture.
Day 1
When you walk in at 10:00 a.m. there’s a table with name tags on it, just like at a professional conference. You’re directed up the grand staircase toward the main hall. It’s closed. All the participants of the training stand around in the foyer looking a little awkward. There’s some tea. There are roughly forty people: a few stolid fortysomething businessmen and a lot of younger women in their twenties who are clearly well looked after. Suddenly you’re startled by Star Wars music blasting from inside the hall itself. The doors burst open. The music is really loud, so loud it almost hurts. A woman is standing at the entrance:
“The doors to our auditorium are open! Come inside! Come inside!”
She shouts this over and over as you enter. Inside it’s almost pitch black, and all around the sides are people shouting: “Quick, quick, take your seats, put your bags away.” This is the “group of support,” volunteers who have been at the Rose several years. They’re shouting at you all the time, and they seem to be everywhere in the darkness. From the moment you walk in you’re lost, disorientated, somewhat stunned.
You take a seat on chairs that spread in a fan several rows deep around the stage. The volunteers are seated in the row behind you—so you can’t see them but their voices are shouting at the back of your head: “Sit down! Hurry! Hurry!” Then everything is silent.
A bright light comes on up on the stage, and the “life coach” enters… He talks fast, very fast, and in provincial Russian with some grammatical mistakes… He keeps on talking very fast, the microphone pitched at a level that slightly hurts the ears. Your head begins to ache mildly. He brings out a huge white board and draws flowcharts, complicated shapes and arrows showing how you will transform and what your personality consists of. You try to keep up with all the formulas and arrows and flowcharts, but at some point you start to get confused, lose your orientation. The more clever and alert you are, the more you focus on what he’s saying and drawing, but it never quite makes sense, and you get confused all over again. This is the point of the introduction. The shouting, the darkness, his jokes, and the frenetic drawing: your brain starts to get scrambled.
After a period (you’re not sure quite how long) of this a woman gets up to leave the room.
“Where are you going?” the life coach says, suddenly angry.
“The toilet.”
“You can’t go,” says the life coach.
Everyone thinks he’s joking.
“But I need to,” smiles the woman.
The life coach shouts back at her: “You want to change your life? And you can’t stop yourself from going to the toilet? You’re weak.”
Everyone is shocked. The woman explains that she really does need to go.
“Off you go then,” he says, light again, and waves her away.
What was that?
He talks on, jovial. A few minutes later another woman wants to go to the bathroom. When she’s at the door the life coach, stern again, says:
“Forget about coming back if you leave.”
She turns back.
“Why?”
This time he screams louder, longer, waving his arms in front of her face: “Why? We’ve come here to transform. Change. I could just wander off and grab a snack. But we’re here to perfect ourselves. You’re weak. You’re just weak!”
“That’s ridiculous,” says the young woman who wants to go to the bathroom. At first everyone in the audience backs her up; the life coach is being a tyrant. In her time Ruslana was one of the loudest and brightest in the audience, the first to pick a fight with the life teacher. The life coach starts to negotiate with the audience. Their transformation starts now, today, he argues, this minute. Don’t they want to change? Defeat all their fears and inner demons? Be free? Together they can do it. And the only person holding them back is the woman who wants to go to the bathroom. She’s betraying them. They’ve spent how long now discussing this? Ten minutes? Fifteen? So she didn’t really need to go, did she? It’s all in her head. “Yes, she didn’t really need to go,” repeat the volunteers from the back of the room. The woman looks uncomfortable. What if they are right?
And without you noticing, the life coach has brought the audience around to his side, and the whole audience is calling on the person who needs the bathroom to be strong, she can make it, if she can make it they all can. She sits back down. Everyone applauds. They have crossed a little Rubicon together. The life coach has their attention.
“In the next days,” says the life coach, “you will feel discomfort, fear, but that is good, that’s because you are changing, transforming toward a brighter, more effective life. You’re like a plane, experiencing turbulence as you rise higher and higher. We all know you can’t grow without discomfort. Don’t we?”
The life coach calls up anyone who is ready to join him on the stage. Ruslana had been one of the first to try this. He asked her why she came, what were her aims, what was holding her back in life. She said her problem was men: she couldn’t get any relationship right. And then the life coach ploughed into her: it was her own fault she let men leave her, she had an “inner monologue” that made her a victim. Ruslana tried to fight back—she was the innocent party, she explained. But the trainer spun her words back at her: she wanted everyone to think she was a “good girl” and that made her weak. The more you push back against the life coach, the more he argues: “Ha, the fact you’re fighting me shows how scared you are to admit you’re wrong! Scared to change!”
You find yourself first outraged and then slowly nodding.
Then everyone stands and has to recite together, like in an army, the “Commandments of Training”:
I will not tell anyone what goes on here.
I will not make any recordings.
I will not be late.
I will not drink alcohol for the duration of the training.
After lunch you go back into the hall and there’s some ambient music playing. “Who’s strong enough to tell their darkest secret?” asks the life trainer. He seems suddenly gentle now, caring. Everyone is sworn to secrecy, he repeats; this is one community. Someone stands up and tells how she was sacked at work. Someone else how a girlfriend left him. Then a woman stands up and talks about how she was raped when she was still a child, raped repeatedly. She breaks down afterward and cries; the volunteers cradle her. It’s the first time she has told anyone. There’s a hush around the room. There’s a lot of crying. When it was her turn Ruslana talked about her father: how she had felt when he departed. Anastasia remembered her parents’ divorce when she was young. For the first time the models had a place where someone would listen to them. They felt for the first time that they could be themselves. No one even knew they were models here.
And now the trainer moves in for another kill: all these events were your fault. If you were sacked—your fault. Raped—your fault. You’re all full of self-pity; you’re all victims. Now break into pairs, he orders, and tell each other your worst memories, but retell them as if you’re taking responsibility, as if you’re the creator, not the victim, of your life. This will go on for hours. And as you retell the worst moments of your life as if you were the creator, the one who made everything happen, you start to feel differently, you feel lighter, more powerful. Now you look at the life trainer a little differently. He’s bullied you and then he’s lifted you up and then confused you and made you cry, and now something else entirely. Without noticing you have been in the room twelve hours, but the time has just flown past, you’ve lost all sense of it.
You feel soft by now, somehow rubbery. You feel very close, closer than anyone you have ever known, to the other people in your group, as if you’ve always been meant to meet them.
“Transformation,” “effective,” “bright”: as you walk home these words ring through your head like gongs. You think about seeing the trainer tomorrow. You want to please him, to let him know you didn’t smoke, as you had promised. You feel a wave of warmth when you think about him. He’s tough, but he means well.
Day 2
In the morning you’re there early. So is everybody else. When the doors open everyone rushes in, keen to show that they made it here on time. The doors are shut at 10:00 and any spare chairs removed. One guy comes in late, but there’s nowhere for him to sit. The trainer screams at him:
“You promised to be on time. You made a pledge. Why are you late?”
“I was hesitating whether I should come at all,” says the young man.
“Yesterday I saw you didn’t confess to any painful memories. You just looked at the others as if they were a show. That’s how you see everyone, entertainment, and now you want to run off. Is that the case?”
And if you were sympathetic to the young man when he was late, you now find yourself shouting: “A show! You think we’re just a show for your entertainment!”
The young man squats in the corner of the hall, ashamed. “Yes,” he admits later, “I was just afraid to leave my comfort zone.”
The trainer begins to draw more diagrams—arrows that show how you are going in one direction, and the people you know at home and work are going in another. That’s why they might not understand you after you do the trainings. You’re changing; they loved you for the person you were before, but you’re growing. This is a test for them: only the ones who really love you will be able to cope, to love the new you. And for those who don’t accept you, you should ask yourself: Are those relationships holding you back? Should you lose them?
The girl who yesterday talked about unspeakable things that happened in her childhood takes the microphone and says she regrets confessing now: some people in the hall seem wary of her, she says. But instead of feeling sympathy, everyone in the hall turns on her: “You’re just a victim,” they shout. “You’re enjoying showing off your feelings.” The life trainer doesn’t even have to tell them anymore what they should think.
Now the trainer’s talking about death. Death is no big deal. The other day some Russian tourists died in a bus explosion in Egypt. Is it a good or a bad thing? Well? It’s neither. A friend of his died recently. It’s neutral. Just a fact of life. Everyone here will die. You all, you all will die.
Toward the middle of the day your head will start to feel light, like bubbles are rising through it. There are role-playing games and team-building games. Everyone has to walk around the room shouting at each other, “I need you, I like you,” if they think the person is transforming, or “I don’t need you, I don’t like you,” if they think the person is not. The girl who felt bad after she told everyone what happened during her childhood now takes the microphone and admits she’s a victim and she’s ready to transform. Everyone’s applauding her, the life trainer is saying how proud he is of her, and you’re sitting there just waiting for him to praise you and frightened that he won’t.
During the lunch break you’re told to sit quietly for half an hour. Not a sound. Just think about all your mistakes in life. All the relationships you messed up, all your failures in your career. When you come back inside the hall there’s dancing, lots of fast dancing with loud, banging music, and you’re happy now and hugging people. Then the music changes to ambient. You’re told to stand in two lines opposite each other. You look into the eyes of the person opposite. You look for one, two, three, four minutes. Longer. It’s uncomfortable to look into the eyes of someone you barely know. You feel it’s the first time you have really looked into someone’s eyes. “Now take a step to the right, look into the next person’s eyes, imagine they’re your mother,” says the life trainer, “how she raised you when you were small. Her lullabies. How she felt when she sensed you growing inside her womb, how she looked at you when you were in the cradle.” Everyone softens. “Now imagine the eyes of someone you have lost. A loved one.” Ruslana thought of her father, Anastasia of her best friend, a fellow model who had died in a car accident the previous summer on the road between Kiev and Moscow. Everyone’s eyes are wet. “Now take a step to the right, look into the eyes of the next person, and imagine it’s the person you’ve lost, and think of all the things you didn’t have a chance to tell them.” Everyone is crying by now. The volunteers are walking around with tissues. You use dozens and put them in your pockets, and your legs grow wet from the number of wet tissues you are using. “Now take a step back to the left, look into the eyes of the person opposite, and imagine, for a moment, the person you lost is back with you, they’ve returned. Now you may hug them.” At this point everyone breaks down.
You’re lying on the floor. The trainer tells you to close your eyes. Breathe deeply. His voice takes you through a deep wood; the wood is your life, then you find a hut, in the hut there’s a room, and in the room are all the times people have let you down, betrayed you; beyond that is another room, where are all the times you let others down; and now you’re running, running free through the woods, ready to change, to lead a bright, effective life.
As you walk home you feel warm inside. Everything around you, the whole evening, seems to be dissolved in a slightly fuzzy light. People look beautiful. The trainer has given you homework: you’ve been told to walk through town and hug at least ten strangers. And you do it. You can do anything. You feel free. They look at you funny, but no one reacts badly. You’ve made them smile. You can break free of all barriers and limits, you can change. A bright, effective life. You won’t be a victim. You’ll take responsibility.
Day 3
You’re back at the training next morning a good half hour before it starts. You want to be the first to tell the life trainer you’ve managed to hug ten people as he told you to. The others are there, too. No one has slept. Everyone is so glad to see each other. When you go inside the hall everyone swaps stories about how they hugged people on the street. Others rang their neighbors’ doorbells and said they wanted to be friends with them, phoned long-lost friends or parents they barely speak to. The ones who failed in the homework confess to failure. You attack them for being weak, victims, not transforming. The life teacher barely says anything; he just stands at the side: you’re doing it all yourselves now.
And then you’re playing another game. You’re in little groups of seven all screaming at each other, “I am your aim” or “I am your obstacle,” and you have to scream past your obstacles to reach your aims. Everyone is screaming, but instead of being painful it’s like rocket fuel, and now you’ve been told to stand opposite each other and the other person is shouting at you, “What do you want? What do you want?” And it’s like that for forty minutes. Your desires start to come out of you like intestines, first cars and houses and all the easy stuff and then the silly stuff like painting the floorboards yellow or dressing up like a fairy queen, and then the really heavy stuff about wanting to hit your mother or stab the ex who dumped you. By the end you just feel free, and for the first time you can see what you really, really, really want. Then the life trainer comes out and says if you want your dreams, now that you’ve finally realized what they are, you can achieve them if you pay another $1,000 and come to the advanced course.
There’s a one-on-one consultation afterward with a volunteer. You sit at a table with that person, who says that if you sign up for the advanced course this week, then you can get a hundred dollar discount. You say, “there’s something funny with my head right now, I can’t think critically,” and the volunteer says, “but that’s good you’re not thinking critically, the trainings are all about learning not to think, your thinking holds you back, you’re learning to use your emotions, don’t you agree?”“Yes . . . but I’m not thinking. . . . ”“ . . . and because you’re not thinking you should sign up now. Don’t you want to live a bright life? Transform? Become effective? Take responsibility?”And every time you hear those words your whole body starts to rush.
Post-script
Alex’s friends keep a close watch over him the next few days; they’re worried a call from the Rose will entice him to go back. Over the next weeks his sleep is ruined; he starts to wake up in the middle of the night and yearns to go back inside the training. Alex is the only one from the group not to have signed up for the advanced course. Every time anyone mentions words he heard inside the training he starts to feel nauseated. He dreams of the life trainer, can hear his voice.
The real problems start in about two or three months. Alex loses his appetite. He starts to skip deadlines and fuck up at work, shouts at his editor. Everything hurts. He starts to cry in the middle of the day, for no reason.“I just can’t find my way back to myself,” Alex tells me when we meet. He’s shaved his hair off and lost weight.
At work they tell Alex he needs medical help. When Alex goes to see the doctor, he takes one look at Alex and prescribes a course of antidepressants, massages, acupuncture.
Meanwhile I have been doing some background checks about the Rose. On a small corner of its Web site, behind several tabs you would never think to open, is a small reference saying the trainings are based on a discipline called Lifespring, once popular in the United States. What the site doesn’t mention are the lawsuits brought against Lifespring by former adherents for mental damage, cases that caused the US part of the organization to go bankrupt in 1980, though spin-offs would quickly reopen under different names. In Russia Lifespring is in vogue; few have heard about its past. When I contact Rick Ross in New Jersey, head of the Cult Education Forum and the world authority on Lifespring, and tell him about what happened to Alex, Anastasia, and Ruslana, he replies that he has seen the pattern dozens of times: “These organizations never blame themselves. They always say, ‘It’s the victim’s fault.’ They work like drugs: giving you peak experiences, their adherents always coming back for more. The serious problems start when people leave. The trainings have become their lives—they come back to emptiness. And just like with drugs, some will just move on. But the sensitive ones, or the ones who have any form of latent mental illness, break.”
…what is clear is that the Rose’s advertising doesn’t provide information about the risks associated with Lifespring, and the organization preys on those members of society—young, lost women—who are vulnerable. Girls from the former Soviet bloc are particularly fragile. Six of the seven countries with the highest suicide rates among young females are former Soviet republics; Russia is sixth in the list, Kazakhstan second. Emile Durkheim once argued that suicide viruses occur at civilizational breaks, when the parents have no traditions, no value systems to pass on to their children. Thus there is no deep-seated ideology to support them when they are under emotional stress. The flip side of triumphant cynicism, of the ideology of endless shape-shifting, is despair.
- Peter Pomerantsev, Nothing Is True and Everything Is Possible:
The Surreal Heart of the New Russia, 2014.
