Richard La Ruina

Richard La Ruina, nicknamed Gambler, was a 'mega chode' and never even kissed a girl until he was twenty something years old. These days he's a well versed pick up artist and runs PUA Training, a very successful pick up education company in London, author and dating coach.

La Ruina has featured frequently in the media, appearing on several television shows, national radio and in internet publications.

Background

La Ruina was born in London and raised in Cambridge where he describes his childhood as being academically and socially problematic.. At school, La Ruina was bullied and changed schools because of it, however this problem continued . He describes himself as having developed a talent for the stock market at age 18, where he used his life savings successfully to earn himself a comfortable sum of money . He claims that it was here that he acquired the nickname Gambler..

By his own admission, La Ruina was unsuccessful in attracting women throughout his early life, by age 21 he had never kissed a woman. Fueled by desperation and the fear of being alone for the rest of his life, La Ruina visited London's bars and clubs to meet women. It was at this time where he met other pick-up artists. La Ruina viewed pick-up artists such as David DeAngelo as great role models but they only provided him with an attitude and not a complete structure for meeting women . This set La Ruina on the path of producing his own method of seducing women.

In 2007 La Ruina set up his own company, PUA Training and trainers were used from his company on a Channel 4 documentary, First Cut: The Rules of Seduction which documented the training of men in seducing women. The show was aired in the UK on December 7, 2007 and viewed by 2.5 million viewers. Since then he has been featured as a seduction expert and trainer on Undercover Princes on The BBC, Best Friend's Rehab on Fiver, Super Dragueurs: La Communaute Secrete Des Pick-Up Artist on Canal+, , and is set to feature in the film We Need to Talk About Kieran.

La Ruina has been called Britain's No 1 superstar chat-up artist by The Times newspaper and a master Casanova by The Independent - a far cry from the shy, never-been-kissed 21-year-old he once was. His notable achievements include the release of his book titled The Natural Art of Seduction: Secrets of Success with women and turning his company, PUA Training, into Europes largest seduction company. In 2009, he branched out and formed a Neuro-Linguistic Training company called NLP Creations Ltd .

On 5 August 2009, La Ruina appeared on UK Dragons' Den with the lead female trainer in his company, Kezia Noble. Together, they sought an investment of ?100,000 but were unsuccessful. The Dragons were impressed with the company's finances (La Ruina claimed revenues of ?540,000 in the previous year) but rather less impressed with the concept of PUA training.

Concepts

La Ruina emphasises the importance of not using scripted lines or routines to attract women. He aims for a more natural approach, arguing that men must become their best selves in order to maintain attraction after the routines . He believes there is a structure to attraction, but one should not develop a rigid methodology to go about the various 'phases' of attraction .

Training and Products

Over 1000 students have taken the bootcamps in London. His company has released three products - Home Study Course, Approaching Confidence, and Ultimate Natural Game. His products showcase some of his developments in the Pick Up Artist field including The Three Characters of a Seduction.

Bibliography

* The Natural art of Seduction: Secrets of Success with women