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Richard La Ruina's Biography(Books)(Photos)

Richard La Ruina
Real Name: Richard La Ruina Affiliation: PUA Training Website:

Richard La Ruina, aka Gambler, is a pickup artist from London and the founder of the PUA Training company. He is known for his direct, natural game and is also a master NLP practitioner. He now runs a large pick up company, which has over the years helped to launch some amazing talent. This included:

Richard Macilwaine
Robert Beck AKA "Beckster"
Kezia Noble (The worlds leading female pick up coach)

Richard La Ruina is known to prefer teaching methods based on 'natural game' rather than routine based techniques. He has been featured in the media and he was also on the top TV show 'Dragons Den' Unfortunately, La Ruina did not manage to obtain the interest or funds from the dragons and runs pick up artist course.

Richard La Ruina 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.

Richard La Ruina is the founder of PUA Training, which has emerged to be one of the most innovative and competitive foreign pickup companies in the world. Richard writes about his own history in The Natural Art of Seduction, where he described his childhood as difficult and girl-less. Having developed a skill for the stock market at 18, he took his life savings and turned it into a comfortable sum of money. His nickname online was "God of Gambler" from the Chinese movie of the same name. Later on, he shortened it to just "Gambler" as his PUA moniker.

Richard La Ruina is a published author of a popular book that explains how to be better with women. Kezia Noble who worked alongside him for 2 years before breaking away and starting her own successful company, which was launched in 2010 and had her book published in June 2010. 15 STEPS TO BECOMING A MASTER SEDUCER 1 Which has proved to be extremely popular both in Europe and the USA. In the 15 steps to becoming a master seducer, she gives a very honest and powerful insight in to the female mind. And also tells the story of how she met Richard La Ruina and how he employed her almost immediately because of the results she achieved for his companies students.

Richard La Ruina is one of the most well known pick up artists in the community, with perhaps only the exception of Robert Beck AKA 'Beckster' who broke away from Richard La Ruina's company around 2009.

Gambler has a smooth, subtle pickup style. In 2009 he developed a DVD series called "Stealth Attraction", based on concepts and techniques that created attraction without creating a conscious realization on the girl's end.


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.


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.


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

Richard La Ruina Quotes

So, what do I mean? Well, I told a student the other day that if I only had 6 hours to help someone and they had to do whatever I told them, I told him that I would send the guy out naked to talk to people. After half an hour of that, he wouldn't have any inhibitions and would be able to approach anyone. The reason it would work is that although his comfort zone wouldn't stretch all the way to being comfortable in public being naked, it would stretch to cover normal interaction and interaction with women.
Everything a woman says is a 'hook' - something you can latch onto, feed off and use to extend the interaction. It could be the accent, the words she uses or the information she gives. For example if she says she's Latvian and studying English for 3 months, then you could chat for a bit about any of those three things. You should connect positively with them about it and then ask another question or elicit another hook.