"Lock In" Masterclass: The Full Protocol For Men To Level Up - Santa Cruz Medicinals (Brendan Ruh) - #025
October 7, 2026
AI Summary
5 min readThe Friction That Makes Men Whole
Brendan Ruh—founder of Santa Cruz Medicinals and creator of the "Locked In" movement—has become an unlikely voice for young men. On a walk to the Santa Cruz beach, cars pull over. Young guys yell "Santa Cruz" out the window. They recognize him because he says what they're living: the dating market is brutal, their dopamine systems are fried, and nobody taught them what to do about it. Ruh's argument is that physical health and mental health are not separate things, and that the crisis facing young men is not just about loneliness or anxiety but about a biological and social system that has been systematically misaligned.
The Real Crisis Isn't What You Think
When asked what the greatest dysfunction affecting young men is, Ruh doesn't say gambling, porn, or social media. He says romance. The data backs him up: 52% of Gen Z report never going on a date until after age 18. A generation earlier, 70% had gone on a date by that age. "If you don't have community, social skills, human touch, eye-to-eye connection with other human beings, you won't be healthy," Ruh says. "It doesn't matter what you do, how many supplements you take, how well you eat."
Continue reading the full summary in the app — free to try.
Read Full Summary →Free • No credit card required
Never miss an episode of You Choose with Billy Garton Jr.
Get every new episode summarized in your inbox — free, ~5 minutes to read.
No spam. Unsubscribe anytime.
What you'll learn
- 1 Lock In Masterclass: The Full Protocol For Men To Level Up - Brendan Ruh (#025)
- 2 (00:02) **Introduction & Why This Conversation Matters** - Billy introduces Brendan Ruh as potentially the most influential creator for young men; Brendan reflects on being recognized by the younger generation
- 3 (00:47) **Mental and Physical Health Are One System** - Brendan argues the separation between mental and physical health is false; everything affects the brain
- 4 (02:38) **The Economics of Influence: Turning Down $80K/Month** - Brendan reveals he's been offered massive deals from gambling companies and explains why he refuses
- 5 (04:39) **The Real Crisis: Romance and Loneliness** - Brendan identifies the greatest dysfunction affecting young men as the worry about finding love and connection
- 6 (06:25) **Navigating the "Black Pill" Without Hating Women** - Brendan explains his gray-area approach to the looksmaxing and black pill movements
- 7 (07:41) **Neurochemistry of the Crisis: Dopamine, Anxiety, and Apathy** - Brendan connects the dating crisis to biological and neurological factors
+ Full timestamped outline available in the app
Show Notes
Brendan, the founder of Santa Cruz Medicinals, may be the most influential voice in the world for young men right now. He walks down the street and cars pull over so kids can yell "Santa Cruz!" out the window. He funds his own content, he doesn't take the gambling money, and he shows people exactly how he lives.
I didn't sit down with him to talk about supplements. I wanted to talk about the inside of a young man's life, because I believe that's where the real crisis is. The loneliness. A dating world that feels rigged. A brain so cooked by the scroll that it feels nothing and everything at the same time.
We spoke about larping, looksmaxxing, mogging, mewing, monk mode, rage baiting, sexual market value, AI girlfriends, sports betting and the manosphere itself. A few of his answers surprised me!
If you're a young man who feels stuck, lonely, or like the game is rigged against you, this one is for you. And if you love one, send it to him.
I hope you enjoy, and if you do, let me know by liking, commenting, and subscribing to the show.
I am committed out of my mind to bringing you conversations that alter the direction of your life, leading you to a deeper sense of belonging in the context of the world.
This episode includes a conversation about those who contemplate taking their life. If you're struggling, you are not alone. In the US, call or text 988 to reach the Crisis Lifeline. Outside the US, findahelpline.com lists free support near you.
The views expressed are those of the guest, and this conversation is intended for general informational purposes only. It should not be used as a substitute for professional medical or mental health advice.
Follow Santa Cruz Medicinals: https://www.instagram.com/santacruzmedicinals/
Follow Billy: https://www.instagram.com/billygartonjr/
Follow the Podcast: https://www.instagram.com/youchoosepodcast/
Chapters
0:00 Mental and Physical Health Are The Same Thing
1:23 Why Gambling and Alcohol Run the Internet
4:29 The Biggest Crisis Facing Young Men
6:09 Black Pill Crowd
7:30 Why Dating Is So Hard Right Now
8:54 How Short-Form Scrolling Blunts Your Dopamine
12:26 Men Need to Get Closer to Rejection
13:14 The Best Dating Advice
14:35 Get Your Health Right
15:38 Happiness Is the Wrong Goal
18:05 You Need Hobbies Rooted in Nature
19:00 Homies, Health, Hobbies
19:27 What Women Are Actually Attracted To
23:24 Influencers, Parents, and Personal Responsibility
25:23 Why Manosphere Creators Are So Popular
27:19 The Hard Truth About the Dating Market
28:20 What Makes a Man Attractive
32:32 Billy on Being the Unattractive Kid
37:45 Control Your Breath
40:39 Tell Someone WHat You're Going Through
42:00 "Nobody Cares", and That's Good News
49:38 The Three-Minute Morning Routine
5
More from this podcast
You Choose with Billy Garton Jr. →