Digital cruising and the baths
There’s long been a persistent idea — and even some evidence — that cruising apps might lead to the death of bathhouses, adult bookstores (ABSes), and sex clubs. “The younger generations open an app and hook up there. Why do they need to go to the bathhouse?” For much of the last 10 or 15 years, I agree that bathhouse attendance went down, and most of those in attendance were guys, like me, who are 40 and older. I also agree that younger folks seemed to hook up way more often on apps than other ways.
Then Sniffies arrived, and things are definitely changing.
Sniffies brings more, younger people into the bathhouse
With the arrival of Sniffies and its dynamic, live map, bathhouses become part of the digital cruising landscape in a way that they haven’t before: They become fixed locations where people are actively hooking up — what Sniffies calls “Places” on their map. We can see if there might be a crowd there and use that information to help us decide whether to go.
Sniffies tends to appeal strongly to the under-40 crowd, but increasingly I’m seeing people of all ages using it as a real-time decision-making tool — not just a hook-up site:
- It’s web-first (and web-only so far), so an app download isn’t required.
- The real-time map is designed for cruising and hook-ups, not for dating.
- Bathhouses being places on that map means that younger folks are starting to come to the baths — often for the first time. Once they’re there, like those of us who have been frequenting the baths for many years, many of them like the experience and keep coming back.
- The “activity” heatmap at the top of every Place allows us to decide whether we want to go now, or perhaps wait until a busier time.
- The “wall” of messages on each Place
- allows newer folks to learn about a place before their first visit
- and allows the rest of us a chance to chat with others who might visit when we do
On Reddit and similar sites, the chatter lines up with this shift:
- “I only go if I see people on Sniffies”
- “Sniffies saved me from wasting trips”
- “You can tell if it’s worth going before you leave”
Sniffies is providing classic network-effect behavior: visibility → curiosity → attendance → more visibility. This can also lead to peaks in attendance at traditionally slow times.
Historically bathhouses had their predictable peaks: “Weekends are better than weekdays, and nights are better than daytime.” What I like to call “The Sniffies Effect” is changing that: Tuesdays are packed at Crew Club in DC, and many of the folks attending are in their 20s and 30s. Club Philly sometimes has very busy Thursday afternoons, also with a preponderance of those under 40. (I’ll admit that half-price specials during those times at both places help, but we all know that neither Tuesdays nor Thursdays have traditionally been all that busy — especially during the day.) Sniffies is now creating “micro-peaks” in attendance, based on visible activity on the map.
They recently doubled down on this by moving live attendance, venue features, and historical activity heatmaps to the very top of each venue listing. In other words, Sniffies is no longer just helping us find each other — it’s actively helping us decide when to go. That’s gasoline on the “Sniffies Effect.”
Before Sniffies:
- Decision = guesswork
- Risk = high (empty venue, wasted trip)
- Result = fewer spontaneous visits
With Sniffies:
- Decision = based on live data
- Risk = lower
- Result = more frequent, opportunistic visits — even at “off” times
Is Sniffies really all positive for the bathhouses and their patrons?
Let’s look at this from various angles.
Positive effects
- Increased visibility on a popular app is essentially “free marketing”
- Higher off-peak attendance means new or increased revenue for the bathhouse
- Younger users of Sniffies are discovering (and becoming loyal to) the baths
- Increased discovery of bathhouses by other queer adults (like trans people, bi, and straight-curious people)
- Reduced perception of “if it’s Tuesday, it’s slow” — increasing the likelihood that others will come out at “non-traditional” times
Potential trade-offs
- Some users may still cruise digitally instead of actually going in — chatting and connecting through the map and drawing away some potential customers
- Outdoor/public cruising visibility competes with bathhouses — especially if the cost is too high for some who would like to go in but can’t afford it
- Users may become more selective
- “I’ll only go if it looks busy”
- “That place doesn’t have people that I’m attracted to”
On the whole, Sniffies appears to be positive for bathhouses that already have some baseline activity.
The “Sniffies Effect”
Sniffies didn’t just make cruising easier in general. It changed “planning to go out” into “responding to real-time opportunity.”
Bathhouses and their patrons benefit because the bathhouse is a fixed location on that live map. They become anchors of activity for those of us looking to have some fun.
Bathhouses aren’t disappearing — they’re evolving, just like every business has to in the face of “digital disruption.” And right now, Sniffies is one of the forces reshaping how, when, and why people show up.
If you see me on Sniffies, say hi, and let’s plan to meet at the baths!
May 2026 Update: The “Straightification” Debate
Auntie read the May 2026 article in WIRED about the “straightification” of Sniffies. If you’ve read other parts of my site, you know that I’m one who is careful about how I approach everything. In this case, I think a “wait and see” attitude is the best.
Will Match Group ruin Sniffies? Probably not.
Will things change now that Match Group invested in Sniffies? Possibly.
Can we predict what will change and how? Nope — unless we’re members of the executive team at Sniffies or Match Group.
My best advice? Let’s watch and see what happens.
If Sniffies changes too much, we queers will find each other in another space. We’ve been doing that very same thing for generations.
We’ll do it again when we need to — whether in bathhouses, bars, parks, websites, apps… or whatever virtual spaces come next.