Dating apps have long been criticized for reducing romance to rapid-fire judgments based on photos and brief bios, often leading to burnout and emotional exhaustion. A new platform launching in Tampa Bay is taking a different approach: it eliminates swiping entirely and focuses on shared activities.
Single Social Club, created by professional matchmaker Felicity G. Morgan, founder of Assured Matchmaking, and co-founded with technology lead Greg Miceli, is an activity-first social platform designed for singles who are tired of traditional dating apps. Instead of browsing profiles, members choose from over 157 activity options—such as kayaking, pickleball, dining, trivia, and fitness—and indicate their availability and travel preferences. The platform then uses an algorithm to find overlapping interests and schedules, grouping members into small gatherings of approximately six to eight people.
“I kept hearing the same thing,” Morgan said. “I’m taking a break from dating. I’m focusing on myself. I’m tired of the apps. And I thought, okay. Focus on yourself. But why should focusing on yourself mean sitting at home?”
The platform also introduces code names—like Bee, Fox, Moon, or Turtle—to protect members’ identities until they choose to share more. A verification process is in place, though the company acknowledges that no system can guarantee behavior. “We wanted people to have some breathing room,” Morgan said. “You don’t need to know someone’s entire dating résumé before you’ve even bowled a frame with them.”
This launch comes amid growing scrutiny of modern dating’s efficiency at eliminating potential matches. Viral formats like Pop the Balloon and shows like Love Is Blind highlight how quickly people disqualify each other. Morgan believes this reflects a broader issue. “We’ve gotten incredibly efficient at disqualifying each other,” she said. “A picture. Height. Shoes. A job title. One sentence in a profile. Sometimes we’re deciding what somebody isn’t before we’ve had an opportunity to experience who they are.”
Single Social Club flips that sequence: activity first, person second, romance only if it develops. It’s designed not only for those seeking relationships but also for people coming out of breakups, newly divorced parents, professionals with busy friends, and anyone taking a break from dating. “Sometimes you don’t need another date,” Morgan said. “Sometimes you need to go live.”
If a connection does form, members can privately indicate interest after an activity. Mutual interest is recognized, and Morgan’s other business, Assured Matchmaking, can optionally provide support. There are no public rejection boards or popularity counters.
Technology co-founder Greg Miceli emphasizes the platform’s goal to get people off their screens. “Most technology is designed to keep you on the screen,” he said. “We’re building something that’s supposed to help you get off the screen.”
The platform is a web app accessible via browser, and mobile users can save it to their home screen. While accessible beyond Florida, initial efforts are concentrated in Tampa Bay. Introductory access is available for $1 for the first 30 days, after which membership renews at $20 per month for the Basic plan, covering up to five activity opportunities monthly. Additional costs for activities, venues, food, or transportation are separate.
For Morgan, the invitation is straightforward: “Don’t join because I promised you’re going to meet the love of your life. I can’t promise that, and neither can anybody else. Join because there’s something you’ve been wanting to do. Go do it. Let life surprise you from there.”
