PickUp 101 is a San Francisco-based company that trains men to become more attractive to women. The company sells workshops, coaching services, and multimedia products that are designed to demonstrate and model attractive traits that the company considers women to respond to. PickUp 101 was founded in 2004 by Lance Mason (former student of seduction guru Mystery) and William Beltane (Wilder) at "Project San Francisco", an apartment where some men in the seduction community in San Francisco used to live and meet. The company has since moved and Project San Francisco no longer exists.
PickUp 101 is mentioned in Neil Strauss's book The Game: Penetrating the Secret Society of Pickup Artists. According to USA Today, PickUp 101 "emphasizes the so-called natural game, or the ability to use innate characteristics (a piercing intellect, a ) to attract the opposite sex." The article also says that PickUp 101 focuses on body language and playfulness in order to attract women. For a profile in San Francisco Magazine, the reporter tried out some of the teachings of PickUp 101 and describes "having an epiphany: I can talk to anyone." According to XPress magazine, conversational skills like banter and story-telling are a major part of the company's teachings.
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