Over a billion video views. Over 500,000 books sold. Twelve years of refusing to sugarcoat it.
I’m Rich Cooper - entrepreneur, author, and the guy your friends told you about when things stopped making sense.
I spent sixteen years building Canada’s most successful private debt relief company. Profit Magazine called it one of the fastest-growing in the country. Three years in a row. I was nominated for Entrepreneur of the Year by Ernst & Young. I employed hundreds of people and eliminated over a quarter of a billion dollars in consumer debt.
Then I went through a divorce. Lost everything. And I started driving around, talking into a camera, calling it Entrepreneurs in Cars.
That was 2014.
What I said resonated - because I wasn’t telling men what they wanted to hear. I was telling them what they needed to hear. The channel became something no one planned for. A billion views later, it’s still running.
This Substack is where the real writing happens. No algorithm. No advertiser. No HR department watching over my shoulder. Just the cold, hard truth, delivered straight to your inbox.
What You Get Here
Unfiltered essays. Hard truths. Practical frameworks on masculinity, self-improvement, money, and modern relationships.
What Rich covers here:
Relationships & Female Nature — what actually drives attraction, desire, and its death in long-term relationships. No comfortable lies.
Masculinity — what it means to lead, to have frame, to be the man she chose - and keeps choosing.
Money & Entrepreneurship — real talk on building wealth, building businesses, and building a life that doesn’t need her approval to function.
Self-Improvement — the Seven Spokes. Physique, finances, style, mindset, social network, purpose. The whole framework.
The Cold, Hard Truth — on marriage, divorce, family court, co-parenting, and what no one else will tell you before it’s too late.
This is where the real conversations happen. No algorithm tells me what I can’t say. You get it straight.
Subscribe free. If what you read here hits home, share it with someone who needs to hear it.
The Books
The Unplugged Alpha — 2nd Edition
The book that started it all - now expanded, updated, and sharper than ever. The second edition covers everything the original did and more: female nature, genuine burning desire, the seven spokes of the high-value man, 21 red flags, how to vet, how to lead, and what happens when you don’t.
Over 200,000 men have read this. It will make you uncomfortable. That’s the point.
The Top Shelf Man
The Unplugged Alpha told you the truth about women. The Top Shelf Man tells you what to do about it. How the top 5% of men build wealth, live on their own terms, and keep high-value women — for the long haul. The Three Ity’s, Genuine Burning Desire in LTRs, the 21 green flags, hypergamy in long-term relationships, and a full framework for building a life women want to be part of.
The Unplugged Alpha — 1st Edition
The original. If you’re starting from zero, this is the one. Foundational concepts, the foreword by Rollo Tomassi, and the version that started the conversation.
What Men Are Saying
“Where was this book when I was 21? This book makes the most important point that anyone will ever need: men should invest in themselves. Men should focus on their purpose in life and chase excellence and not chase women. You will lose money chasing women. You will never lose women chasing excellence.”
“I really hate myself for admitting this but damn, Rich Cooper is right. I’m a highly educated, successful, attractive woman. I bought this book because a guy I know sends me his videos. I really hate myself for admitting it but most of what he says is spot on about what women want and how they think.”
“His strength lies in his no-nonsense, uncompromising and logical approach to dating, relationships and being a high-quality man in these modern decadent times. Unlike other YouTube content providers who just moan about the state of play, Rich Cooper knows there is no going back. He advises men to accept things as they are and improve themselves.”
“Excellently written and a huge amount of the content that is so spot on and exactly what is happening to me at the moment.”
“Mandatory reading.”
The Community
If you want to go deeper than the articles and videos — this is where men doing the work actually gather.
The Skool of Unplugging →
The men’s community. Active discussions, accountability, and access to Rich directly.
The School of Entrepreneurship →
For men building businesses and building wealth.
Private Coaching →
One-on-one. For when you need the call that changes the trajectory.
Social Media
YouTube — Entrepreneurs in Cars →
Instagram →
TikTok →
X / Twitter →
Facebook →
Other Resources
Additional Reading and Resources →
Further reading and other resources.
Sponsor a Video →
Get your message in front of the most engaged male audience on YouTube.
Supplements →
What I actually take. Nothing endorsed I don’t use myself.
The Unplugged Alpha’s Guide to Divorce →
The guide your lawyer won’t give you. Everything you need to know before it’s too late.
You’re better off knowing the truth - even when it hurts.
Peace.
Disclosure: As an Amazon Associate I earn from qualifying purchases.
