He commented about British women: "They don’t look very good, they don’t look after themselves. On 22 November 2017, La Ruina appeared on ITV's Good Morning Britain breakfast television programme. His products incorporate some of his developments in the pick up artist field including The Three Characters of a Seduction, Stealth Attraction, and the Lifestyle Seduction model. The company has also released DVD and digital download products. His company teaches weekend bootcamps in the UK, Italy, Brazil and United States. He aims for a more natural approach, arguing that men must become their best selves to maintain attraction after the routines, he believes there is a structure to attraction, but that rigid procedural approaches to attraction should be avoided. La Ruina emphasises the importance of not using scripted lines or routines to attract women. La Ruina released his book titled The Natural Art of Seduction: Secrets of Success with women. He writes for several publications, providing tips for women in Cosmopolitan and seduction tips in the men's lifestyle magazine FHM. La Ruina has been called "Britain's No 1 superstar chat-up artist" by The Times newspaper. The show was aired in the UK on 7 December 2007 and viewed by 2.5 million viewers. 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. This set La Ruina on the path of producing his own method of seducing women. La Ruina viewed pick-up artists such as Erik von Markovik, known as Mystery, as great role models but they only provided him with an attitude and not a complete structure for meeting women. It was at this time where he met other pick-up artists. 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. He claims that it was here that he acquired the nickname "Gambler." īy his own admission, La Ruina was unsuccessful with women throughout his early life, by age 21 he had never kissed a woman. 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. At school, La Ruina was bullied and changed schools because of it, but the problem continued. La Ruina is of Italian descent and was born in London, though his family later moved to Cambridge, where he describes his childhood as being academically and socially problematic.
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