An inside look at the multi-million dollar 'pickup' industry - a business where self-styled seduction coaches charge a small fortune to teach men skills they claim will guarantee success with women. It is also an industry rife with controversy and scandal: several teachers have been deported from countries for their contentious methodologies, and pickup businesses are often the subject of fierce public criticism. Despite this, men the world over collectively spend hundreds of millions of dollars to attend seminars, download online courses and have one-on-one coaching sessions with instructors they feel can give them the dating life of their dreams. In the minds of the students, many of these instructors become more than just teachers – they become idols. From the glossy exterior – where courses are packaged as self-improvement – to the dark underbelly of sexual assault, pyramid scheme marketing and secret collusion, this film pulls back the curtain to reveal a world that is fascinating and horrific in equal measure.