The Business of Swing

“Dec. 15, 2006 — From the outside, the resort looks just like any other along the sun-soaked beaches of Los Cabos, Mexico: pools and bars and volleyball. But before long, it’s easy to see signs that this place is different.

In the gift shop, not far from the sun block, were boxes of Viagra.

Outside by the pool were big red beds, draped with wispy curtains. And these beds were not for tanning. It was very quickly clear that at this clothing-optional resort, most enjoyed that option. Nudity was the norm. After all, this was Desire, the second-best-known “swingers” resort on the planet.

Swinging is when husbands and wives, or boyfriends and girlfriends, swap partners with other couples and sleep with people who are not their husbands and wives, or boyfriends or girlfriends. And Desire is just the latest example of entrepreneurs cashing in on what they see as a growing lifestyle and, as a result, a lucrative business opportunity.

Robert McGinley, the 72-year-old founder and CEO of Lifestyles Organization, the world’s leading company devoted to “swinging,” believes that one specific element makes swingers resorts successful.

“Freedom — freedom of expression, freedom to be what you want to be, freedom to be stark naked nude next to someone, and they don’t care,” he said.

“They want to be able to, if they’re, say, here in the Jacuzzi or in the disco dance, and get turned on by another couple, those two couples want to be able to go someplace like this bed that I’m sitting on right here and take it a step further — sexual exploration.”

You can call it wife-swapping, call it creepy — call it what you like, but it appears that the business of swing is booming.”

See what happens when you allow mixed dancing. 😉