The Best Of Est?

When Werner Erhard (born John Paul Rosenberg) founded Erhard Seminars Training, Inc. in 1971, the former used-car salesman from Philadelphia had a hook. Born of the theater-of-the-absurd atmosphere of the late 1960s, est (Latin for "it is") promised to help people get "it," whatever "it" was. Erhard's 60-hour seminars were strenuous ordeals, complete with "body catchers" and barf bags for the weak of mind and stomach. Trainers applauded bladder control and cursed those who didn't get it. Still, Erhard and his message proved popular, even winning celebrity advocates. Then, after two decades and two divorces, the self-help messiah vanished amid reports of tax fraud (which proved false and won him $200,000 from the IRS) and allegations of incest (which were later recanted).

Unlike Erhard, est is still around--sort of. In 1991, before he left the U.S., Erhard sold the "technology" behind his seminars to his employees, who formed a new company called the Landmark Education Corp., with Erhard's brother Harry Rosenberg at the helm. Rosenberg admits that Erhard was in Toronto briefly last June for a family reunion, but will not elaborate: "I'm not my brother's keeper. I'm not his spokesman."

But he has proved to be an able keeper of his brother's legacy. Landmark appears to be thriving. At its core is a four-part "Curriculum for Living," which starts with a 3 1/2-day seminar called the Forum and proceeds to courses that expand upon its brand of enlightenment. Since 1991, approximately 300,000 mostly professional and well-educated seekers have taken the introductory Forum (an estimated 700,000 took Erhard-era seminars). Revenues, which had been averaging $34 million annually, hit $48 million in 1997, with profits approaching 4%. Landmark is becoming a global brand name, with 42 offices in 11 countries, including a well-appointed San Francisco headquarters. Says Rosenberg: "If we were doing a bad job, we wouldn't have the growth that we have."

The secret of its success? Landmark lacks est's showcase celebrity following, but its programs are not as costly (tuition is down some 50% from Erhard days); they are not as lengthy (the basic course was originally spread over two weekends); and--most important--they are less in-your-face, nearly devoid of the shouting and door monitoring imposed by est's stern trainers. Says a former estie who attended a 1997 Forum: "est was much more militant. You had to have a doctor's note just to go to the bathroom. People humiliated themselves for it. est tried to break you. Landmark doesn't do that."

At a recent Forum weekend in a nondescript room on Manhattan's East Side, 52 men and 47 women gathered for a variety of reasons. The meek sought a voice; the proud, humbling; the lonely, companionship. All had signed a form stating that they are mentally and physically well. It is important that attendees be healthy. The Forum, which costs $350, still requires endurance. It consists of three 12- to 16-hour days--with time out for meals--and (after a one-day breather) a one-evening wrap-up.