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By his own admission, La Ruina was unsuccessful with 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.
Mystery as great role models but they only provided him with an attitude and not a complete structure for meeting women.
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 an expert and trainer on Undercover Princes 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.