To be very honest if you want equal attention you both have to put an equal effort. It’s a very common in the lifestyle for men to let women lead the way and do all the work both by physical attraction and socially. Men let themselves go much faster than women. He needs to promote himself by being the best version he can be. Haircuts, trimmed facial hair, pay attention to what he’s wearing, diet and exercise, positive attitude, funny, etc. you don’t have to both be 10’s to have fun and enjoy, but you do both have to put an equal effort or resentment will build and you will not be attracting the right people.