--- title: "Tinder's Pottery Class Gamble: User Decline Solution?" description: "Tinder expands Events to 26 cities, betting on in-person meetups to counter user decline. Will this strategy boost retention or just add costs?" lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Tinder's Pottery Class Gamble: A Desperate Bid to Halt User Decline?", "description": "Tinder expands Events to 26 cities, betting on in-person meetups to counter user decline. Will this strategy boost retention or just add costs?", "abstract": "Tinder expands Events to 26 cities, betting on in-person meetups to counter user decline. Will this strategy boost retention or just add costs?", "image": [ "https://images.pexels.com/photos/33799212/pexels-photo-33799212.jpeg?auto=compress&cs=tinysrgb&w=1200&h=630&fit=crop&fm=jpg&q=75&dpr=1" ], "datePublished": "2026-07-24T07:06:10+00:00", "dateModified": "2026-07-24T07:06:10+00:00", "inLanguage": "en-GB", "isAccessibleForFree": true, "wordCount": 1166, "articleSection": "Financial & Investor", "keywords": [ "Earnings & Results", "User Growth", "Monetisation" ], "author": { "@type": "Person", "name": "DII Financial Intelligence Desk", "url": "https://www.datingindustryinsights.com/author/financial-intelligence", "jobTitle": "Financial Intelligence Desk", "description": "The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry.", "knowsAbout": [ "Online dating industry", "Dating app business models", "Match Group", "Dating industry regulation" ], "sameAs": [], "worksFor": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" } }, "publisher": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/", "logo": { "@type": "ImageObject", "url": "https://www.datingindustryinsights.com/images/am-rebrand-logo.jpg" }, "parentOrganization": { "@type": "Organization", "name": "High Intent Media Inc", "url": "https://www.highintentmediagroup.com" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.datingindustryinsights.com/news/tinder-expands-events-feature-more-cities" }, "isPartOf": { "@type": "WebSite", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "article h1", "article .article-body > p:first-of-type" ] }, "alternativeHeadline": "Tinder is expanding its Events feature to nine cities this month and plans to reach 26 cities by September following a Los Angeles pilot.", "mainEntity": { "@type": "ItemList", "name": "Key points", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Tinder is expanding its Events feature to nine cities this month and plans to reach 26 cities by September following a Los Angeles pilot." }, { "@type": "ListItem", "position": 2, "name": "Tinder reported that 66 percent of eligible active users in Los Angeles participated in more than 60 third-party events after the March launch." }, { "@type": "ListItem", "position": 3, "name": "Participation in the Los Angeles events reached 71 percent among Tinder users aged 18 to 24, compared to 63 percent for older users." }, { "@type": "ListItem", "position": 4, "name": "Match Group Chief Executive Officer Bernard Kim is expanding offline events as Tinder faces declining monthly active users and paying subscribers." } ] }, "backstory": "Offline events risk reducing the time users spend swiping on Tinder, potentially eroding the core engagement metrics that drive subscription conversions. 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The mandatory photo verification requirement for Tinder events introduces user friction and increases regulatory risk under strict biometric data laws. 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[Home](/) 2. [News](/news) 3. [Financial & Investor](/news) 4. Tinder's Pottery Class Gamble: A Desperate Bid to Halt User Decline? ![Young adults socialising at an indoor pottery workshop organised through a dating application.](https://images.pexels.com/photos/33799212/pexels-photo-33799212.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) Young adults socialising at an indoor pottery workshop organised through a dating application. [Financial & Investor](/news?category=financial-intelligence) # Tinder's Pottery Class Gamble: A Desperate Bid to Halt User Decline? By [DII Financial Intelligence Desk](/author/financial-intelligence)· July 24, 2026· 6 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ftinder-expands-events-feature-more-cities&text=Tinder's%20Pottery%20Class%20Gamble%3A%20A%20Desperate%20Bid%20to%20Halt%20User%20Decline%3F)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ftinder-expands-events-feature-more-cities)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ftinder-expands-events-feature-more-cities) A A ## Key Points - • Tinder is expanding its Events feature to nine cities this month and plans to reach 26 cities by September following a Los Angeles pilot. - • Tinder reported that 66 percent of eligible active users in Los Angeles participated in more than 60 third-party events after the March launch. - • Participation in the Los Angeles events reached 71 percent among Tinder users aged 18 to 24, compared to 63 percent for older users. - • Match Group Chief Executive Officer Bernard Kim is expanding offline events as Tinder faces declining monthly active users and paying subscribers. Match Group is betting that pottery classes can solve what two years of product tweaks couldn't: Tinder's user decline. The platform is expanding its Events feature to nine cities this month, targeting 26 by September, after claiming that 66% of eligible active users in Los Angeles participated in over 60 third-party events since the March pilot. That participation figure deserves scrutiny, as Tinder hasn't defined what makes a user 'eligible' — which could mean anything from location proximity to engagement thresholds to demographic targeting. ![People socialising at an indoor event](https://images.pexels.com/photos/34248156/pexels-photo-34248156.jpeg) People socialising at an indoor event The DII Take This is Tinder admitting that its core product is broken, dressed up as innovation. When your Chief Product Officer tells [Fast Company that events make dating 'feel less intimidating'](https://www.fastcompany.com/91578732/tinder-expands-its-live-events-feature-to-more-cities-as-dating-app-burnout-grips-gen-z), he's conceding that the swipe experience has become precisely that: intimidating, exhausting, or both. Events isn't a feature expansion — it's a survival mechanism for a platform watching Gen Z abandon ship. > Events isn't a feature expansion — it's a survival mechanism for a platform watching Gen Z abandon ship. What makes this expansion noteworthy isn't the feature itself — Bumble tested IRL meetups years ago, and The [Inner Circle](/companies/inner-circle) built its entire value proposition around curated events. What matters is that Tinder, the 800-pound gorilla that defined modern dating, is now scrambling to compete with Eventbrite rather than focus on improving matching algorithms. That's either strategic vision or strategic panic, and the evidence points toward the latter. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. The timing tells the story. Match Group reported declining payers across its portfolio in recent quarters, with Tinder bearing the brunt. According to company disclosures, Tinder's monthly active users have contracted year-over-year, even as Match Group experimented with pricing tiers and feature bundles. Events represents Chief Executive Officer [Bernard Kim](/people/bernard-kim)'s clearest acknowledgement that incremental product improvements won't reverse the trend. ## The business model question nobody's answering Tinder's rollout documentation confirms that third-party partners organise the events, not Tinder itself. Users purchase tickets through the app, which means Tinder is either taking a transaction fee (the Eventbrite model) or subsidising event costs as a retention tool (the expensive model). The company hasn't disclosed which. ![Young people using mobile phones and tablets](https://images.pexels.com/photos/6023597/pexels-photo-6023597.jpeg) Young people using mobile phones and tablets If Tinder takes a percentage of ticket sales, it's building a secondary revenue stream that diversifies away from subscription dependence — genuinely smart, particularly as investors hammer dating platforms for relying on paid tiers that convert at 3-6% of the user base. But if Tinder is paying to boost event attendance as a retention play, this becomes a costly user acquisition channel with unclear payback periods. Chief Product Officer Mark Kantor told [Bloomberg that events help foster 'natural connections'](https://www.bloomberg.com/news/articles/2026-07-23/tinder-brings-in-person-dating-events-to-more-cities-in-the-us-europe), which is product-speak for 'our digital matching isn't working well enough on its own'. He's right that younger cohorts prefer in-person meeting contexts — research from Pew consistently shows Gen Z rates dating apps lower for relationship formation than any previous generation. But Tinder positioning itself as the organiser of those contexts creates a structural tension: if the app succeeds in getting people together offline, it reduces the time they spend swiping, which erodes engagement metrics that drive subscription conversions. > If the app succeeds in getting people together offline, it reduces the time they spend swiping, which erodes engagement metrics that drive subscription conversions. The 71% participation rate among 18-24 year olds in Los Angeles — compared to 63% for users 25 and older — suggests Events might actually address documented Gen Z fatigue. But that same cohort has the lowest willingness to pay for dating app subscriptions, according to data from multiple operator earnings calls. Tinder is investing heavily to retain the demographic least likely to generate direct revenue. ## Competitive implications and the experience battleground Tinder's expansion puts it in direct competition with platforms that already own this territory. Eventbrite processes millions of local event registrations monthly. Meetup has spent 20 years building community organising infrastructure. Fever and Posh have raised venture capital specifically to own the experiences layer for young urban professionals. ![Group of friends gathered together outdoors](https://images.pexels.com/photos/15096488/pexels-photo-15096488.jpeg) Group of friends gathered together outdoors The photo verification requirement — positioned as a safety measure — also functions as a friction point that will exclude users unwilling to submit biometric data or who prefer semi-anonymous browsing. That's probably defensible from a trust and safety perspective, particularly given the reputational catastrophe any dating platform faces if an event attendee is harmed. But it narrows the addressable audience and creates regulatory exposure in jurisdictions with strict biometric data laws. For competitors, Tinder's move validates the broader strategic shift toward hybrid experiences. Hinge owner Match Group will be watching closely to see if this converts to retention gains — and if so, expect similar features across the portfolio. Bumble experimented with Bumble Presents events in 2019 but pulled back during the pandemic; this could accelerate a revival. Smaller operators who've built event features already — think [Thursday](/news/thursday-acquires-thursday-com-domain-value)'s bar partnerships in London or The League's members-only gatherings — now face a much larger competitor entering their niche with vastly more distribution. The multichannel marketing push suggests Tinder is treating this as a brand repositioning, not just a product launch. [Out-of-home advertising, creator partnerships, and local activations](https://www.marketingdive.com/news/tinder-expands-events-as-it-chases-gen-z-connection/825954/) require meaningful spend. Match Group is gambling that Events can shift perception of Tinder from 'hookup app' to 'social connector', which would open higher lifetime value cohorts but risks alienating existing users who valued the low-stakes, high-volume matching model. By September, 26 cities will have Events live. That's enough scale to generate meaningful data on conversion, retention impact, and revenue potential. [Match Group](/news/model-derek-chadwick-goose-gay-app)'s Q3 earnings call — typically in November — will be the first opportunity for analysts to pressure management on whether participation translates to payer growth or just creates expensive user engagement that doesn't monetise. Until then, Tinder is asking investors to trust that organising pottery classes will solve what better algorithms, video chat, and identity verification couldn't: making people actually want to use the app. ## Key Takeaways - • Offline events risk reducing the time users spend swiping on Tinder, potentially eroding the core engagement metrics that drive subscription conversions. - • The mandatory photo verification requirement for Tinder events introduces user friction and increases regulatory risk under strict biometric data laws. - • Investors must monitor Match Group's Q3 earnings call in November to see whether offline event participation actually generates paying subscriber growth. ## Frequently Asked Questions ### How many cities is Tinder expanding its Events feature to? ### Who is the Chief Executive Officer of Match Group? ### What percentage of Gen Z users participated in Tinder events in Los Angeles? Cite this article [Earnings & Results](/tag/earnings-results)[User Growth](/tag/user-growth)[Monetisation](/tag/monetisation) D [DII Financial Intelligence Desk](/author/financial-intelligence) Financial Intelligence Desk The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry. [More articles by DII Financial Intelligence Desk](/author/financial-intelligence) ### In this article - [The business model question nobody's answering](#section-1-the-business-model-question-nobody-s-answering) - [Competitive implications and the experience battleground](#section-2-competitive-implications-and-the-experience-battleground) ### Mentioned in This Article Companies [![Inner Circle logo](https://img.logo.dev/name/Inner%20Circle?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Inner Circle Dating Platform ](/companies/inner-circle)[![Thursday logo](https://img.logo.dev/getthursday.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Thursday Dating Platform ](/companies/thursday)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble) People [![](https://wljexrfnabxcmtcyztnv.supabase.co/storage/v1/object/public/profile-images/ff04847b-6f5e-432f-9526-40d0500fc0cf.jpg)](/people/bernard-kim) [Bernard Kim Former CEO ](/people/bernard-kim)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=32&format=png&fallback=monogram)Match Group](/companies/match-group) Products [![Bumble logo](https://img.logo.dev/name/Bumble?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Bumble ](/products/bumble)[![Thursday logo](https://img.logo.dev/thursday.dating?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Thursday ](/products/thursday)[![Tinder logo](https://img.logo.dev/tinder.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Tinder ](/products/tinder)[![Once logo](https://img.logo.dev/name/Once?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Once ](/products/once)[![Boo logo](https://img.logo.dev/name/Boo?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Boo ](/products/boo)[![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge)[![Inner Circle logo](https://img.logo.dev/theinnercircle.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Inner Circle ](/products/inner-circle-app)[![HER logo](https://img.logo.dev/weareher.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)HER ](/products/her-app)[![The League logo](https://img.logo.dev/name/The%20League?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)The League ](/products/the-league) ## Trending in Dating Tech 1. 1 [![A man and woman with a noticeable age gap talking during a date.](https://images.pexels.com/photos/20026102/pexels-photo-20026102.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/women-men-open-to-older-dating) [Tawkify's Age Gap Data: A Quantified Double Standard in Dating](/news/women-men-open-to-older-dating) 2. 2 [![A young adult looking thoughtfully at a smartphone dating app profile while sitting at a brightly lit outdoor cafe.](https://images.pexels.com/photos/16959686/pexels-photo-16959686.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/tinder-thailand-campaign-challenges-performative-dating) [Tinder's Thailand Campaign Admits Swipe Model's Flaws. Retention Crisis Looms?](/news/tinder-thailand-campaign-challenges-performative-dating) 3. 3 [![A mobile phone displaying a dating app verification screen beside Japanese legal documents.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/misleading-profiles-japan-dating-apps) [Japan Made Dating App Fraud Illegal. The Rest of the World Is Watching.](/news/misleading-profiles-japan-dating-apps) 4. 4 [![Sprite soft drink cans featuring the Tinder logo displayed on a retail shop shelf.](https://images.pexels.com/photos/29336185/pexels-photo-29336185.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/tinder-launches-sprite-packaging-promotion) [Tinder's Sprite Partnership Signals That Brand Revenue Is Plugging a Growth Gap](/news/tinder-launches-sprite-packaging-promotion) 5. 5 [![A concerned smartphone user reviewing a dating app notification on screen.](https://images.pexels.com/photos/16994607/pexels-photo-16994607.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/elitesingles-suddenly-shutting-down-april) [EliteSingles' Sudden Shutdown: A Grim Signal for Spark Networks](/news/elitesingles-suddenly-shutting-down-april) ### Create a free account Unlimited access — delivered weekly. Register free No spam. No password. 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[← Previous Article Info Edge's E-Commerce Playbook for Aisle: Growth Over Matchmaking ](/news/aisle-appoints-chandni-gaglani-executive-vp)[Financial & Investor](/news?category=financial-intelligence)[Next Article → Japan's Marriage Agency Boom: A Warning for Dating Apps? ](/news/japanese-singles-choose-traditional-matching)[Data & Analytics](/news?category=data-analytics) ## More in Financial & Investor [View all →](/news?category=financial-intelligence) [ Financial & Investor ![A smartphone screen displaying dating app icons alongside falling financial trend line graphics.](https://images.pexels.com/photos/7341892/pexels-photo-7341892.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match Group's Tinder Problem: Hinge's Growth Can't Fill the Gap Match Group shares dropped 13% after forecasting Q4 revenue below expectations, driven by Tinder's mid-single digit year… Friday 22nd November · 1 min read Read → ](/news/match-group-tinder-hinge-growth-update)[ Financial & Investor ![A smartphone displaying a specialised dating application interface beside declining financial performance charts.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match and Bumble's Decline: Niche Platforms Are the Real Winners Match Group reported an 8% year-on-year drop in Tinder paying users whilst HER grew its user base 15% in 2024 to 13 mill… Monday 28th October · 1 min read Read → ](/news/smaller-dating-apps-gaining-popularity)[ Financial & Investor ![A smartphone displaying a location-based dating application interface alongside financial growth charts.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Grindr's Growth Exposes Match Group's Scale as a Liability Grindr's revenue climbed 27% year-over-year in Q4 2024, nine times faster than Match Group's 3% growth to $864M Tinder's… Wednesday 20th August · 1 min read Read → ](/news/dating-apps-primed-for-rebound)[ Financial & Investor ![A business executive looking at a mobile phone screen displaying a dating application interface.](https://images.pexels.com/photos/34120187/pexels-photo-34120187.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match Group's CEO Shuffle: A Band-Aid on a Demand Problem? Match Group shares fell 3.2% in after-hours trading following the CEO announcement, wiping roughly $400M off market capi… Thursday 27th February · 1 min read Read → ](/news/match-ceo-switch-dating-app-growth) ![](https://images.pexels.com/photos/7341892/pexels-photo-7341892.jpeg) Up next: [Match Group's Tinder Problem: Hinge's Growth Can't Fill the Gap](/news/match-group-tinder-hinge-growth-update) [](/news/match-group-tinder-hinge-growth-update) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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