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It’s also about being matched (rather than choosing), going in blind (rather than knowing who you’re going to meet), and the convenience of having the location and scheduling figured out for you.” – Michael Waxman, founder and CEO of Grouper.?

“We think of ourselves as a social club and not a dating site (we never even like to use the ‘d’ word), not because of the stigma, but because we’ve found that people are more comfortable when you don’t attach labels to things,” says Waxman. Although 40 million people in the US have tried online dating, there’s still undeniably a certain stigma attached to its usage. Okay, so maybe the “social club” part works better for the participants than the boyfriends/girlfriends of said participants.

We talked to the men and women behind niche dating websites to find out what makes their crazy ideas so successful.

From simple revenue models to familiarity with their customers, niche dating site creators believe they have a handle on their specific market.

We also asked online daters what drove them to join the super-tailored sites and whether they have found love in the digital world.