Alex "Hitch" Hitchens (Will Smith) is a professional "date doctor" who coaches other men in the art of wooing women, with a focus on long-term relationships. While coaching one of his clients, Albert Brennaman (Kevin James), who is smitten with a client of his investment firm, celebrity Allegra Cole (Amber Valletta), Hitch finds himself falling for Sara Melas (Eva Mendes). Sara is a gossip columnist and a major workaholic. While Albert and Allegra's relationship continues to progress, Hitch finds it difficult to initiate a dialogue with Sara, finding that none of his methods are working for catching her, while likewise being impressed with her ability to see through people's attempts to make advances. Throughout the entire process, he keeps his career secret, claiming to be a generic "consultant".
Hitch meets with Vance Munson (Jeffrey Donovan), a shallow chauvinist attempting to enlist Hitch to help him land a one-night stand with Casey Sedgewick (Julie Ann Emery), Sara's coworker and best friend. Although Hitch refused to help, Vance misled Sara into believing that he used Hitch's services.
After finding out Hitch's true identity, Sara publishes an exposÃ©, causing Allegra and Albert to break up and Hitch's reputation to suffer. At a speed dating cafe that Hitch sneaks into, Sara and Casey confront Hitch and cite Vance as their source. Hitch explains that not only did he refuse to work with him, Vance's personality type is why women protect themselves, but that same protection also unintentionally made establishing genuine relationships difficult enough to create a demand for Hitch's services.
Hitch then tries to salvage Albert and Allegra's relationship. He confronts Allegra, and realizes that he doesn't really do anything significant besides giving his clients confidence and allowing them to get the attention of the women, and that most of his customers, particularly Albert, really were successful just being themselves. Allegra reconciles with Albert. The film ends with Albert and Allegra getting married as well as Hitch and Sara resuming their relationship.
Who do Casey and Sara cite as their source after confronting Hitch at the cafe?
Vance