Matt I joined the site initially as a dating site because I wanted to meet someone who was also interested in bikes and I think that's why a lot of people take a look. As a dating site BM is a lot cheaper than other dating sites so I didn't mind paying full subs immediately. It didn't take long to realise tho the ladies are way outnumbered by the men on here and after a week of furious PM'in (kid in the sweetshop syndrome) I realised there were very few ladies in my area and the site is full of inactive profiles so it's a bit pants on the dating front!!
On the flip side as a social site it's fantastic but the fact there's loads going on socially makes it a victim of it's own success. New people looking through the site find loads of peeps know each other (unlike other dating sites) and it must be intimidating for the less confident people to get involved. And why pay a monthly subscription to chat in forums etc when there's loads of free alternatives?? People pay 20 squid a month for a good dating site as they're looking to change their lives by finding someone special and are willing to invest the time and money.
I think you should promote the dating aspects of the site to encourage more ladies to join
(not for me of course as i'm quite happy being single still
)