Love Has Won (LHW) was led by Amy Carlson (November 30, 1975 – April 2021), referred to within the group as "Mother God" A core group of 12-20 members lived with Carlson in Crestone, a small town in Saguache County in southwestern Colorado. The theology of the group has been described as fluid, combining New Age spirituality, conspiracy theories, and elements from mainstream Abrahamic religions. Ex-members accused the group of physical abuse and sleep deprivation, with members allegedly only being allowed to sleep for 4–5 hours a night. Carlson claimed she had been reincarnated 534 times, including as Jesus, Joan of Arc, Marilyn Monroe and Cleopatra.