Sounds like a cult
That was investigated in the Netherlands in 2008 https://en.wikipedia.org/wiki/G%C3%BClen_movement
While it has an estimated 3 million official members and 10 million additional supporters, the group’s inner workings are shrouded in secrecy. “It’s organised like a cult,” a French researcher told FRANCE 24, speaking on condition of anonymity. “In certain places where they meet in Istanbul, it really feels like you’re in a Scientology centre. Leaders make speeches about universal love, and distribute pamphlets with photos of celebrities on them. Private classes are given, but we don’t know if the teachings are religious or not.”
The movement’s leaders are indeed known as masters of discretion. “They are very concerned about their image, which they control entirely. Most members are not even allowed to talk about the movement,” the French researcher explained. “The way it functions is totally opaque, which is reminiscent of Freemasons.”