La Ruina was born in London of Spaniard descent 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 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. It was at this time where he met other pick-up artists. La Ruina viewed pick-up artists such as Erik von Markovik a.k.a. Mystery 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 an 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+, The Fine Art of Seduction on VPRO in The Netherlands 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. He is consulted as an expert in a wide variety of media, from tips for Women in Cosmopolitan to seduction tips in FHM 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 Europe’s largest seduction company.
On 5 August 2009, La Ruina appeared on UK Dragons’ Den and sought an investment of £100,000 but was 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.