Someone for everyone with niche sites

Let's say you're a man with a mullet. And what you really want is a woman who wants a man with a mullet.

What's a fellow to do? Well, sign up for, of course.

And watch the mullet sparks fly! It seems like a joke.

And maybe it is, sort of, but the site is legitimate and free.

MulletPassions is just the extreme end of the blossoming world of niche online dating sites.

Unlike general sites such as that cast as wide a net as possible, these forums are self-selecting, based on interests, ethnicities or dating preferences.

"We've seen a major growth in the niche market of online dating," says Joe Tracy, publisher of Online Dating Magazine.

"The reason we believe we're seeing that is that when a company wants to break into the online dating market and get a piece of the pie, they have no ability to compete with and E-Harmony . . .They're seeing more success by targeting a specific passion."

Hence:,, and

MulletPassions, in fact, is just one of more than 100 niche sites run by Passions Network, an umbrella company with online social networks for yoga lovers, atheists, truckers and vegans.

The most popular of the lot?, for full-figured daters and their admirers. is close behind.

Passions Network has 800,000 registered users, most of whom pick several sites to post profiles.

"The underlying concept of the whole network is, it should be easier to break the ice if you already have something in common," explains company founder Michael Carter.

They say there's someone for everyone.

Now there's a dating site for everyone, too.


Add a Comment

Our journalists are your neighbours

We are the South's eyes and ears in crucial council meetings, at court hearings, on the sidelines of sporting events and on the frontline of breaking news.

As our region faces uncharted waters in the wake of a global pandemic, Otago Daily Times continues to bring you local stories that matter.

We employ local journalists and photographers to tell your stories, as other outlets cut local coverage in favour of stories told out of Auckland, Wellington and Christchurch.

You can help us continue to bring you local news you can trust by becoming a supporter.

Become a Supporter