About Richard La Ruina

Hey, I’m Richard La Ruina and I’m known as Europe’s top dating coach.

Back in 2005, I was a shy and lonely guy who wasn’t happy with his life. I was single, and after losing my virginity at 21, had not had any more success with the ladies up until the age of 25.

By chance I discovered the area we call PUA, like I’m sure a lot of you did, and immediately dedicated myself to getting to grips with it. After 6 months I started to get some results, not too much better than the average cool guy, but light-years ahead of where I started.

Critical to the success I achieved have been my role models. People like Steve and Alex who I met. Guys who had skills and qualities that I lacked. Friends who i learnt valuable lessons from.

If I hadn’t met them, my life would have taken a very different course. This idea of role-models, peer group, and learning by exposure to the correct behaviours has influenced the way I went about teaching.

The start of my career

In 2006 I started training guys how to be better with women. I offered my services at a very cheap price, knowing that although I had a lot to offer, equally, I had a lot to learn. My training day would be 12 hours of 1 on 1 work, which would include theory, day game, and night game.

The requirement to demonstrate, observe, critique, and transform over 12 hours was just what I needed to reach the next level. After 35 of these training sessions, I ran the first bootcamp. I scouted out the very best dating coaches in London, and picked the best of my 35 trainees, and they formed the training team. I even invited a few ex-girlfriends to help out.

Over the coming years I went on to run over 100 bootcamps, 24 hour events where I would both teach the theory, and also take the guys out to practice what they had learned in the real world. The results at the first bootcamp were excellent, and got even better over the years.

One of the innovations we came up with was the “Platinum Residential Course”, with the first training in 2007, and continuing to this day, it involves 7 days of training and 11 hours of 1 on 1 each day.

The 1 on 1 nature and strong bias towards infield training, the course delivers excellent results. There is no going back after 7 days of total immersion. The residential course takes place at headquarters on Coventry St, W1, in the very heart of London.

One of my first 1 on 1 customers happened to be an investor in a book publisher. He suggested I write a book with all of my techniques in. I liked the idea. In November 2007, “The Natural Art of Seduction” was released in the UK.

It went on to sell 30,000 copies, and the rights were subsequently sold to Italy, Brazil, Germany, and Korea. In late 2010, I signed a deal with Harper Collins in America to release a greatly revised and updated version of this book in the States under the title “The Natural”. Due to this, we have taken the UK edition of the book off the market pending a release in 2012 of the new and improved edition.

Media exposure

Since starting out, we have found that TV, magazines, and newspapers are very interested in what we do. Generally they are suspicious, sometimes derisive, but always interested in taking a look. We’ve been on BBC, ITV, Channel 4, Channel 5, a few cable channels, and in nearly every UK national newspaper, as well as all the big men’s magazines.

The publicity is generally not a huge boon to business, but personally I enjoyed and learned a huge amount from the challenge. For a formerly shy and insecure guy, live television is probably one of the biggest and scariest things I could do. Doing it a few times was another big thing that helped me expand my comfort zone and grow as a person.

When I first started training other guys, I was working 80 hour weeks. It was a real pleasure to push myself in this way, to help so many people, and to experience so many new things that I didn’t mind doing it even though I was earning less than minimum wage.

I would do 4-5 12-hour training days, and my “leisure” time would be where I worked on the website, answered emails, and generally ran all aspects of the business too.

The entrepreneurial lesson of “doing what you love” was never more true, the dating business is not for a part-time 4-hour-workweek guy who wants to make easy money. In 2007, we partnered with Adam Lyons to head our American business.

Adam is very highly regarded for his teachings and has been a fantastic addition to the team. His hard work and genuine care for his students have earned him a deserved reputation as the best bootcamp trainer there is. He has received numerous industry accolades and a whole stack of press coverage.

Where I am now

Over the years, I’ve been able to change my role from being “the guy who does everything” to relying on a very strong and loyal team that have joined me. I have been able to focus on the things that I want and apply myself where I can have most effect.

I’ve been traveling for more than 6 months per year, doing training events around the world, and working on rounding out our catalogue of products… and looking for my dream girl… while having a lot of fun along the way. You are more likely to bump into me in Moscow or Rio these days than London.

After the release of our ebook in 2007, the company has released a number of audio and video products to satisfy the most requested answers of our clients. These were Approaching Confidence, Ultimate Natural Game, Stealth Attraction, Lifestyle Seduction, Inner Game Installed, and will be followed soon by Daygame Domination.

Together, these programs cover every area of the seduction and by following their lessons, becoming a man who is good with women will be the result.

I’d like to thank all the guys who have supported us, trained with us, or been part of the team over this crazy journey… one that I feel still has a long way to go.

– Richard La Ruina (AKA Gambler)