By FELICIA FONSECA and BOB CHRISTIE

Associated Press

SEDONA, Ariz. -- James Arthur Ray led a group of more than 50 followers into a cramped, sauna-like sweat lodge in Arizona last week by convincing them that his words would lead them to spiritual and financial wealth.

The mantra has made him a millionaire. People routinely pack Ray's seminars and follow the motivational guru to weeklong retreats that can cost more than $9,000 per person.

But Ray's self-help empire was thrown into turmoil when two of his followers died after collapsing in the makeshift sweat lodge near Sedona and 19 others were hospitalized. A homicide investigation that followed has cast a critical spotlight on Ray's company.

Critics are citing the sweat lodge tragedy as evidence that Ray is a charlatan who is not to be trusted. A relative of one victim accused Ray of exhibiting a "godlike complex" during the event that he said recklessly abandoned the safety of participants. Dedicated followers say they fully trust Ray to lead them through exercises that greatly improve their lives.

Ray wept openly during his first public appearance after the deaths. During a free recruiting seminar for his program Tuesday in Los Angeles, he broke down in tears, the confident pitchman momentarily gone.

"This is the most difficult time I've ever faced," Ray told a crowd of about 200 at a hotel in Marina del Rey. "I don't know how to deal with it really."

Ray's technique is not just motivational speaking. It's a combination of new age spiritualism, American Indian ritual, astrology and numerology. The sweat lodge experience was intended to be an almost religious awakening for the participants.

Ray uses free seminars to recruit people to his expensive seminars, including the $9,000-plus "Spiritual Warrior" retreats like the one that led to the sweat lodge tragedy.

Ray has no plans to slow down, said his spokesman, Howard Bragman. He'll continue conducting seminars and be a leader, educator and mentor to the thousands who seek his help.

"One of his messages is about dealing with adversity," he said. "He's very clear and his team is very clear that we're going to continue his important work."