Richard La Ruina

Richard La Ruina, known as Gambler within the seduction community, is a London-based entrepreneur, author and dating coach. A prominent figure in the British seduction community, he advocates a natural form of seduction.

La Ruina has featured frequently in the media, appearing on several television shows, national radio and on internet publications. His company, PUA Training, provides workshops and 1-on-1's with instructors, as well as producing literature and multimedia on the subject of dating and relationships.


La Ruina was born in London and raised in Cambridge where his childhood was riddled with problems academically and socially, having only one friend upon leaving school. At school, La Ruina was bullied and changed schools because of it, however this problem continued . At age 18, La Ruina developed a talent for the stock market where he used his life savings successfully to earn himself a comfortable sum of money . It was here that Gambler acquired his nickname .

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 and Pickup 101 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 has been quoted as "Europe's largest seduction company" . The company has received much media attention, 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.

La Ruina is also the first European PUA to publish a book on the subject of dating, which was released on November 8 2007. La Ruina held a book signing at Borders, Oxford Street on the launch of the book.


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 .

La Ruina has developed the following concepts:


Index: A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

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