In late 2015, Justin McLeod realized his relationship had turned sour. But it wasn't a romantic relationship gone bad—it was the one with the company he founded. Hinge, the dating app to which he had devoted the last four years of his life, had turned into a prime example of a dating app that fostered a culture of objectification and hook up culture, according to Vanity Fair. That article was published in August, by December 2015, McLeod decided to tear down in hopes of rebuilding, laying off half of his staff and sending the remaining 15 employees to a retreat to begin brainstorming about how to start again from square one.
Originally built in 2011, McLeod had initially designed Hinge for himself. After a tough breakup with his college girlfriend and recently becoming sober after college graduation from Colgate University, McLeod realized that dating without drinking was especially challenging, and none of the apps on the market seemed appealing. “I didn't know how to be in [dating] environments without the crutch of alcohol and drugs," he said.
