Alex "Hitch" Hitchens is a professional "date doctor" who coaches men on how to woo women, with a no-nonsense one-on-one service ensuring his clients land their dream dates. While Hitch's career is centered around deploying smooth tactics for men to win over women, he staunchly upholds a principle of helping men genuinely interested in long-term relationships rather than short flings. This operational philosophy drives his secret yet successful career in New York City, where his identity and methods remain a mystery to the public. One of his main clients is Albert Brennaman, a clumsy but earnest accountant smitten with celebrity Allegra Cole. Despite Albert's seemingly insurmountable disadvantages and lack of charm, Hitch takes him under his wing, highlighting a challenge that tests his expertise and professional strategies.

Parallel to his professional life, Hitch finds himself grappling with his own romantic conundrums when he meets Sara Melas, a tenacious tabloid reporter with a skeptical view on love, unaware of her indirect connection to one of his ongoing client projects. As Hitch attempts to navigate his attraction to Sara, his personal and professional worlds begin to collide in unexpected ways, challenging his own beliefs about love and the effectiveness of his methods. Their budding relationship, filled with missteps and misunderstandings, exemplifies the complexities of love that Hitch, despite his professional facade, struggles to master in his personal life, showing that even the most skilled matchmaker can be a novice in the face of true love.