Quantum entanglement, like dating, is complicated. Entangled particles are described by some physicists as atomic pairs or “mates” that are in constant communication with one another — a theory Albert Einstein called, “Spooky action at a distance.” In modern romance, both physicists and philosophers believe that people are searching for their own respective entangled particle, whether they consciously know it or not. The Lox Club, a new dating app, is bringing romantic quanta to the individual level.
Launched only two months ago, the Los Angeles-based platform already has over 10,000 enrolled members. Applicants are placed under a microscope. Each individual is scrutinized to a level that could make Talmudic Scholars seem brisk in their study of Passover.
Pandemic-era dating has fueled the launch of interpersonal apps into another dimension. Most singles have no choice other than to seek love online, swapping out wine and tablecloths for Zoom cocktails. According to recent market research, the top 20 dating apps in the U.S. have gained over 2 million daily active users between March and November — an average increase of 70% per individual platform.
The current number of applicants awaiting approval for The Lox Club exceeds 20,000 — a figure that has nothing to do with marketing gimmicks or hype. The lengthy waitlist is instead the result of a small group of dedicated employees doing careful diligence, qualifying and filtering for honesty and character.
“Humor always wins,” says Austin Kevitch, The Lox Club’s CEO and founder. “The whole experience is meant to be tounge-in-cheek. Those who get it, get it.” Traditional platforms and dating services proved odious after Mr. Kevitch was newly single and exploring his options. “The Lox Club is for people who wouldn’t normally be on dating apps. I’ve only been on two apps and they made me cringe. Our users feel the same way about what’s out there.”
The Lox Club’s membership committee is scrupulous. “We stalk people online, we decipher their true intentions, research mutual friends,” Mr. Kevitch said as he described how honest users are vetted. What’s the easiest way to get waitlisted indefinitely? “A lack of effort.” Even the world’s most famous faces will be denied entry or put into a virtual holding pen if their application doesn’t show care, vulnerability, or independent enterprise.
Like the English members’ club scene in Mayfair and Pall Mall, The Lox Club has its own echelons, but unlike a traditional scene, they’re not easily wooed or swayed by celebrity and social media status. “We don’t care how many followers you have.”
With three different pricing tiers, the platform also offers welcoming perks. Typical dating apps provide nary a tip nor advice for their users’ success. Conversely, members of The Lox Club can elect to use an in-house personal liaison for things like profile guidance and ideal photo selection. For users interested in bespoke bashert, the platform has a traditional matchmaker on staff.
Like a deli sandwich, the difference between building a good and bad profile lies in the details. “Photos that depict what you actually look like are very important,” said Mr. Kevitch. The discreet membership committee also advised using photos that show a user’s face, and to avoid indistinguishable group shots. “Never post baby photos,” Mr. Kevitch noted, “You’d be surprised how many people try to use their childhood images; it’s just weird.”
Both pretension and performances are no-go’s. “Don’t pretend to be a billionaire with a private jet. If you’re a 23-year-old intern, that’s cool. Just be you. It’s not meant to be a resume.” Mr. Kevitch also disavows flaunting social media popularity as a currency. “It’s actually sort of cooler if you don’t have any social media.”
Age is no issue for applicants. The youngest user is around 21 years old, and the oldest is over 70. The average members, however, are in their late-20s and mid-30s, and they’re all serious about meeting someone for more than just a casual encounter. “We want people who are looking for their soulmates.”
But Mr. Kevitch’s vision is more than just love and marriage. “The experience is important,” and for a post-pandemic environment, he described plans for an expansion: one that resembles more of a club with whimsy, games, and private, phone-free programming experiences. “The dating aspect will be disguised, and like-minds will naturally meet like our grandparents used to.”
Like with all things in life, Mr. Kevitch calls applicants and users of The Lox Club to a metaphoric showdown, and to expose all of their cards. “See who vibes with it,” after all, he says, “Vulnerability is sexy.”