Sam Russell suspected his dating startup, Where White People Meet, would ruffle a few Internet feathers. It’s why the site’s “About” page carefully avoids mention of Russell or his wife, Jodie, and why their address is listed as a P.O. box in Dallas.
But 53-year-old Russell — the former owner of a used-car empire and the resident of a Zip code that is 92.4 percent white — swears he isn’t afraid of the backlash to his brand-new dating site.
“It’s about equal opportunity,” Russell explained. “The last thing in the world I am is racist. I dated a black woman once. I helped raise a young black man … I just believe it’s hypocrisy to say ‘one group can do this, but another can’t.'”
This is Russell’s first foray into the online dating industry; he’s spent most of his career in auto sales, as the president of the since-franchised chain Automatic Car Credit Inc. (He still owns the chain’s location in Layton, Utah, in an office that now doubles as the listed HQ for White People Meet.) Out sick from work one day last year, he found himself marveling at the number of Black People Meet ads airing on daytime TV. He and his wife, who technically owns the dating site, quickly became convinced both that online dating was a good pre-retirement business endeavor … and that white people faced a dearth of online dating opportunities.
The couple bought the domain “wherewhitepeoplemeet.com” in May 2015 and commissioned their son, a high school senior, to design it. While an early version has been online since August, the site officially launched last weekend when Russell unveiled an immediately divisive billboard southwest of Salt Lake City.
Although that billboard depicts a smiling white couple, Russell insists that anyone over 18 may join, regardless of race or ethnicity. (“If you’re a black man who prefers to date white women, this might be a good option,” he said — presuming you can get over the object of your affection’s stated racial preferences.) It costs $15 a month to message other members, and the site’s terms of service specifically prohibit messages that “promote racism, bigotry, [or] hatred.”
“The site is not racially motivated in any way,” Russell stressed.
And yet, regardless of what Russell thinks about his site or his own intentions, there’s no denying that dating is racially motivated — and online dating, demonstrably so. Data from OkCupid, the most transparent of the mainstream dating sites, has repeatedly shown a sitewide bias against people of colour. (“Every kind of way you can measure their success on a site — how people rate them, how often they reply to their messages, how many messages they get — that’s all reduced,” the site’s data scientist once told NPR.) Research published in the Proceedings of the National Academy of Sciences has also found that “racial segregation in romantic networks” is not only “robust,” but “ubiquitous.”
I ask Russell if he’s at all aware or concerned that white people already had the upper hand in online dating.
The best, worst, and most unusual dating sites
The best, worst, and most unusual dating sites
1/18 Clown Dating
"It's no fun looking for love when you're a clown, behind all the make-up and the red nose is a lonely heart. Clowns are unique entertainers loved by some yet feared and hated by others. Luckily Clown Dating is here to help."
2/18 Dead Meet
"A dating networking site for death industry professionals"
"Tinder is the fun way to connect with new and interesting people around you. Swipe right to like or left to pass. If someone likes you back, it’s a match!"
4/18 Plenty of Fish
The largest dating site has over 90 million users
5/18 Ashley Madison
Ashley Madison "offers services to married folks looking for something on the side". It already has over a million members, as chief executive Noel Biderman said that British adults were most likely to have an affair than in other comparable countries
6/18 Sea Captain Date
Sea Captain Date website claims to be the only place for Sea Captains to connect with men and women who share a love of the ocean
Those on a more serious quest for love tend to choose the UK’s largest dating site for professionals such as E-Harmony, which has a huge list of compatibility criteria on which it pairs its users
8/18 Feet Dating
The cybersphere also boasts a plethora of dating sites for those who want to tailor their sexual fetishes like Feet Dating ("to please everyone who has a foot fetish")
9/18 Guardian Soulmates
"Soulmates community features thousands of smart, modern, independent people who are worth getting to know"
10/18 Singles with Food Allergies
The founder claims that dating can be a nightmare for those who suffer severe reactions, since popular venue choices so often include food and drink
11/18 Herpes Dating Service
"Living with HSV is something that initially may take some psychological adjustment for some patients. It does not mean the end of your sex life or that you will need to remain unmarried for the rest of your life."
Probably one of the most popular choices for tech-dating newbies
13/18 Miss Travel
Miss Travel website asks users to select from two options "attractive" and "generous", and pairs wealthy globe-trotters with hot companions
14/18 Pensioner Dating
Pensioner Dating offers a forum for "older people who want to meet new friends and companions"
Singleparents.ie is "Ireland’s number one dating site for single moms and dads"
16/18 S&M Dating
S&M Dating describes itself as a site for "beginners to the S&M and BDSM devotee"
17/18 Sugar Daddie
On the site, it says: "Sugardaddie.com is a high quality dating site for successful men who have financial security and confidence and attractive single women."
18/18 Uniform Dating
With more than 135,000 active users, Uniform Dating says each of their users receives an average of 22 winks and flirts each month
“It’s our right to have this business,” he replied — the “we” presumably referring to white people, generally. “If we want equal rights in this country, it has to be equal rights for everybody.”
Russell points to his site’s recent traffic as evidence that others agree: More than 100,000 people visited White People Meet on Sunday, and — as of this writing — 1,033 people have registered to browse the site for free. (Russell would not share how many had actually become paying members.) He insists that the reaction has been overwhelmingly positive thus far; it’s the people criticizing him, he says, who don’t truly understand the true nature of race and racism.
“I knew there was some potential for backlash, but I’m not going to dodge it,” he said. “No one who knows me would ever call me a racist.”