JOYclub, the German dating app, chose Mexico as the first Latin American market to offer its services. Since 2022, this site has set a trend in the country towards positive sexuality and sex education.
The dating app market has been dominated by Tinder and Bumble. According to Statista, 72.7% of users in Mexico use Tinder, placing it in the first position. On the other hand, Bumble occupies the second place with 68.2%. Grindr (13.6%) and Badoo (11.4%) follow on the list, but with much lower numbers.
However, JOYclub’s arrival in the country has its reasons. According to Stephan Strehlow, the company’s Chief Marketing Officer, the brand’s content for Spain caught the attention of the Mexican audience. “It connects much more with our community and content in Spanish than with other Spanish-speaking audiences,” said Strehlow.
¿JOYclub it’s just a dating app?
The difference with Tinder and Bumble is its purpose. Beyond being a dating app, JOYclub seeks to foster a space for interaction that leads to sexual relationships. As its official website says, “we help you configure your sexuality in a positive and conscious way.” Not to mention that the company offers premium services for free.
According to Dr. Sonia Anglès Acedo, positive sexuality is “based on activities or behaviors, both individual and shared, that produce pleasure and facilitate a satisfying sex life.” “Having positive sexual health translates into a better quality of life,” said Anglès.
In addition, the brand also has a digital magazine, sex education videos, a space for erotic photos and more. On its website, people can learn about non-monogamous relationships and how to perform certain sexual practices. All from a perspective of diversity and freedom.
Another of JOYclub’s strategies has been the search for alliances. Currently, the German brand has several ambassadors specializing in sexuality such as Paola Aguilar and Carolina Roldán. It has also formed connections with Prudence, the condom brand, and La Eroteca, another digital platform for positive sexuality.
In 2005, JOYclub was founded in Germany as a forum on sexuality. However, over the years it evolved into “the reference liberal social network in Europe.” The brand has sought since its inception to end the stigmatization of diverse sexuality.