Swingers are growth business for U.S. firms

By Adam Tanner

LAS VEGAS (Reuters) - Matt Virtue, who works as a consultant at a Washington law firm, says he spends more than $10,000 a year to attend conventions, hotels and clubs where he and his girlfriend can have sex with other partners.

"Any other hobby that I was into at 40 years old is going to cost me $10,000," he said from a hot tub he was sharing with his girlfriend and a couple with whom they had been intimate the night before. "Dude, I'm addicted to it, there is no doubt about it."

Such enthusiasm has turned what were once private passions into a multimillion dollar business. Lifestyles Organization, the nation's largest swinger services company, has annual sales of about $15 million.

Swingers also bring in millions of dollars to specialty clubs and hotels in the United States as well as Jamaica, Mexico, France and elsewhere.

"We're talking about a lifestyle, but in reality we are also talking about a business," Robert McGinley, 73, the president of Lifestyles Organization, said during its annual convention in Las Vegas, which attracts about 900 couples.

Lifestyles Organization caters to a middle-class demographic who want to meet like-minded couples and who typically want to hide their passions from what they call "vanillas" (conventional couples).

Efforts to meet such couples outside those circles often fail, giving tour, club and convention organizers steady business.

Terri, 48, attending the convention from Boise, Idaho -- who asked that her last name not be published -- said she and her husband of 21 years spend as much as $8,000 a year on several weeks of swinging vacations and club visits.

At this year's event, Anaheim, California-based Lifestyles Organization contracted out an entire hotel near the Las Vegas Strip and organized seminars and parties for middle-aged couples.

The most exhibitionist of those gathered in open hotel rooms after midnight to have sex as others watched or joined in. Some couples made small talk as they were engaged in sex, including one man who boasted that his son was in medical school.

"The other night I looked up and there were five or six people looking," said Terri, who retired from the U.S. Air Force two years ago. "I'm glad I was giving them a good show."

"I've had three (lovers) in the past 24 hours."

Leading sex researchers say they do not know the number of swingers in the United States, so it is difficult to pinpoint how much business the subculture represents overall.

Rick Conner, a swinger and author of an advice book for such couples, estimates there are 100,000 U.S. swingers, of whom 20,000 are particularly active. Other swingers have suggested the number is in the low millions.

PLEASE, NO SEX IN THE RESTAURANT