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The Soul Moguls

These lifestyle gurus have used the promise of wealth, salvation, or six-pack abs to build their own fortunes

1. Bikram Choudhury, yoga: The multimillionaire creator of "hot" yoga promises to deliver health and peace through a series of 26 poses practiced in 105-degree heat. "You will not get the intended benefits until it is done 100 percent correct," he says. Of course, it might take a lifetime of pricey classes to get there.

2. Jillian Michaels, fitness: "Unless you puke, faint, or die, keep going!" So says Michaels, who parlayed a Biggest Loser stint into products and services galore: three books, six DVDs, three Nintendo Wii games, two iPhone (AAPL) apps, meal-replacement shakes, kettle bells, free weights, a weight-loss program—and a branded cruise.

3. Rhonda Byrne, empowerment: The author of The Secret took the last decade by storm. Her 2006 paean to positive thinking sold nearly 4 million books in less than six months and, eventually, more than 19 million copies worldwide. In August 2010, Byrne released her long-awaited sequel, The Power.

4. Suze Orman, finance: The personal finance sage's simple advice (pay off credit-card debt! create an emergency fund!) has led to seven New York Times best-selling books, an eponymous television show on CNBC (GE), and a Saturday Night Live spoof. "Self-worth equals net worth!" says Orman—all the way to the bank.

5. Patti Stanger, love: Tough love pays off (see He's Just Not that Into You, The Rules). Stanger's Bravo show, Millionaire Matchmaker, was renewed for a fifth season after 2.2 million viewers watched the January finale. Her DVD, Married in a Year, was released this month, though her own engagement fizzled out last year.

6. Joel Osteen, spirituality: Seven million viewers watch the megachurch pastor's televised services each week. When his Houston congregation outgrew its original building, Osteen moved the church to a 16,000-seat former basketball arena. His 2004 book, Your Best Life Now, has sold more than 4 million copies.

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