Tag: 1990s

By David South

Id Magazine (Canada), October 3-16, 1996

Deep in the bedrooms (and living rooms) of the home-owning classes, the sexual liberation movement marches on: swingers’ parties are back. Those libidinous libertines many thought were lost in a 70s disco haze, according to a Toronto swinger, are back in greater numbers than in those polyester days. 

In contrast to the many people (mostly men) looking for the anonymous and on-demand buzz of escort agencies, porn videos and sex toys, it seems to me swinging is the most idealistic camp in the army of sexual liberation. There isn’t any sneaking around behind your spouse’s back – in fact, you bring them along for the good times. 

Swingers were usually the subject of the porn movies I watched at the base cinema during my army days. They weren’t real people, but some sort of myth from more electric times. 

Ron Michaels, 41, is an unabashed proselytizer for swinging. A strip-club DJ and erotic and commerical photographer, he’s also co-owner, along with his wife, of swingers’ club Eros. A confident and articulate spokesperson, he has been swinging since he was 17. 

“We believe honesty is the cornerstone of our lifestyle – that makes it work,” he says. “The people engaging in back-alley sex are being dishonest. It’s the same with having an affair – wanting your cake but not being able to share it with the rest of us. 

“Swinging is a moral alternative to having affairs.” 

The divorce rate among swingers, Michaels maintains, is only five per cent, compared to 51 per cent for the general population. The one wrinkle in this impressive “fact” is Michaels’ other admission that many swingers are on their second “married relationship”.

Interviewing Michaels, I feel like I’m talking to a Rotary Club member or a boy scout leader, not a swinger. The talk is about clubs, memberships ($69 a year per couple), trips. It’s a hobby, sport and lifestyle to many swingers, claims Michaels. 

“We have regular weekly functions throughout the year. Some of them are organized by the members. We organize trips and holidays. Weekends in the Caribbean. Like any other social club.”

That can’t be wife/husband swapping he’s talking about, can it?

Michaels’ Toronto Beaches home leaves no doubt as to its occupant’s lifestyle choices: “If you don’t swing, don’t ring,” says a brass plaque nailed to the door. 

Michaels is very proud of swinging’s growth in the 90s. His group has grown from 300 member-couples 14 years ago to 1,800 today. Michaels ambitiously estimates that between 100,000 and 200,000 Southern Ontarians are into swinging, between 20 and 25 million across North America. 

So, how does swinging in the 90s work?

Michaels says most clubs operate more as matchmaking parties than full-out orgies. Couples get to know each other and make the arrangements to meet away from the club’s party. Michaels is quick to disassociate his club from drop-in style swingers parties. 

“Canadians are much more conservative than Americans. In New York they are more hardcore, less selective of their partners. When they get there they are more like, ‘let’s find the first available body and get to it,’ whereas people at social clubs want to get to know you. We are talking about four-way compatability here.”

According to Michaels, the big victory for Canadian swingers took place in 1992. “Our Mississauga club was raided back in ’92 and we took it through the courts for a year. We were acquitted and set a legal precedent, making swingers’ clubs legal.”

To many men, the whole swinging thing seems like the best of both worlds: you keep your wife and get to taste the fruits of other trees at the same time. But Michaels says this male teenage fantasy doesn’t pan out in reality. 

“That wears off pretty quickly. Let’s face it, men have a much lower capacity for sex than women do. Men need a longer recovery period and don’t have as many orgasms in a night. Women can just go and go. Guys can’t compete with that. After a while the fantasy wears thin, and it’s the guy that wants to drop out of the lifestyle.” 

And what about that other most-asked-question: what’s it like to see your spouse having the time of their life with your neighbour?

“They don’t get into those kinds of comparisons. How can I describe this? It’s not a competitive thing where you try to outperform each other. Most swingers appreciate each other as being unique and different, rather than this is bigger, this is harder, this is faster, this is better. Each new experience is taken at face value, ‘Hey, it’s a good time’. You move on to the next one or you go back to your regular partner.”

Read more on the 1990s sex economy here: From Special Report: Sexual Dealing: Today’s Sex Toys Are Credit Cards & Cash: A Report On The Sex-For-Money Revolution

Read more on the 1990s sex economy here: From Special Report: NMM (New Media Markets) Spotlight On The Emergence Of Satellite Porn Channels In The UK

Update: It is over 20 years since this Special Report was published. It forecast the significant role the Internet was to play in the growth of sex content and the sex industry and vice versa. Here is an interesting overview of the situation in 2020. The Internet is for Porn – It always was, it always will be.

“One of the biggest and most interesting things happening in the consumer web right now is running almost completely under the radar. It has virtually zero Silicon Valley involvement. There are no boastful VCs getting rich. It is utterly absent from tech’s plethora of twitters, fora and media (at least, as they say, “on main”). Indeed, the true extent of its incredible success has gone almost completely unnoticed, even by its many, many, many customers.

I’m talking, of course, about OnlyFans.”

ORCID iD: https://orcid.org/0000-0001-5311-1052.

© David South Consulting 2021