Forget whips, latex dresses and toxic clubs, country ladies are more likely to be queuing for tennis than loitering in the back streets of Soho.
This post from Chyrpe, a leading dating app, offers a childish stunt alongside new research which suggests that 22% of UK adults may currently be in a co-ed relationship or have previously been in a co-ed relationship without realizing it, while a third of women (33%) have probably already been in one.
While many still dismiss this type of relationship as coercion (22%), new findings show that it is already happening in everyday, more common relationships than expected.
Coinciding with today’s Wimbledon semi-finals, Chirp hosted a provocative photoshoot featuring a beautiful and flawlessly dressed woman as the perfect tennis spectator, accompanied by her loyal partner in classic Wimbledon head-to-toe attire, complete with a tennis ball and bracelet. ready
The dating app aims to challenge the enduring stereotype that women’s relationships belong only to BDSM culture and instead reveal that modern FLRs are becoming increasingly mainstream relationship dynamics built on communication, trust and mutual compatibility.
This comes as new research shows that a third (33%) of UK adults would be open to a relationship that challenges traditional gender roles, while nearly half (47%) believe women are more likely to take the lead in modern relationships – a view more common among women (50%) than men (43%).
While almost half (46%) don’t know if they want to be in FLR or think it’s “not for them”, more than two in two (55%) support the values that FLR represents, including trust, clear communication and women’s empowerment.
One in five (20%) admit they can’t tell a woman’s relationship just by looking at a couple, reinforcing the campaign’s central message that relationships are visible.
The study also reveals a generational shift in relationships, with 6 in 10 (60%) saying relationship dynamics are becoming more fluid than previous generations, and 52% of Gen Z.2 believe that traditional relationship roles are outdated, compared to 35% of Gen Xers3. This reflects a broader societal trend in which a growing number of young people are more interested in the dynamics of female relationships, a transition Cyrpe serves and the data predict, possibly over the next decade, as these groups mature and form basic relationship norms.
According to persistent stereotypes, 1 out of 5 people (22%) believe that women’s relationships are associated with BDSM, twists and whips, which is the separation of perception and reality that the campaign fights. However, apart from this misconception, 38% do not associate this type of treatment with anything in particular, which shows a significant lack of awareness about its value and benefits.
With over two million downloads and millions of matches in over 120 countries, Chirp believes that changing attitudes to power dynamics are fueling the growing interest in dating women.
Anya Yuri, chief marketing officer for Chyrpe says: “There’s still a misconception that women’s relationships belong behind closed doors or in underground clubs, when in fact they’re part of everyday life. The woman sitting across from you on Center Court or standing in line for strawberries could just as easily be someone at home.
FLRs are not defined by stereotypes, they are built on trust, communication and mutual agreement. With the WimbleDOM stunt, we’re using one of Britain’s most iconic sporting events to show that these relationships are becoming more and more popular than many realise.”
The message is simple: join Shirpe and find your WimbleDOM.
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