bjornborgapp1This week, Swedish underwear brand Björn Borg, launched a new app in order to inspire people to find new workout buddies. It borrows the basic swipe – match – chat design from dating app Tinder. Björn Borg has invested a lot of money in targeting Swedish gay men these past two or three years, so it came as no surprise that one of the images used in the campaign features two men kissing.

I have not tried the app out since the whole idea of going on a gym date is quite foreign to me. I have dated men whom I have met at the gym, but never used the gym as the setting for a date. However, I seem to be the only one. Gay men are stating on their Grindr and Tinder profiles that they are looking for a gym buddies, which of course is some kind of date in disguise. It can be a date but without the pre-set rules of dating and also a sex date without the ‘slutty’ connotations. In both cases, you can always check out the person’s body in the shower afterwards and if the date was successful, take it from there.

So, gay men have gotten a new app for dating. Just what we needed…

Previous post from Stockholm Gym Syndrome: Gym Buddies, Maybe.

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