“I lived quite a wild life, partying almost every single night, and it was starting to wear thin…Some of my friends had gone straight into good jobs after university and were getting promoted.
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In 2007, after a few months of market research — including an extended RV tour of the rest of the English countryside — they launched Muddy Matches, the UK’s first dating site for the “country-minded.” Its users run the gamut of outdoorsy types, from farmers and agronomists to “eco-warriors” and townies with countryside aspirations.
Like its metropolitan counterparts, the sisters’ site publishes expert dating advice articles and hosts countryside singles meetups, but include personalized touches like direct contact with users — who still often email or even call the sisters directly seeking tips — and manual profile-vetting.“There’s no point in having a niche dating site unless [users] are genuinely interested in the countryside, and there’s only so much a computer can do,” Reeves explains.
Both were single at the time; Royall’s farm life provided limited socialization, and Reeves spent her waking hours either writing her thesis or working a part-time job.“We started talking about dating, and I asked if she’d been seeing anybody recently,” recalls Reeves.