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Internet dating has moved on since the early Noughties, when singles exchanged lengthy emails before arranging to meet in person.

This was also the experience of Lucy Reeves, from Northamptonshire, who founded Muddy Matches in 2007, aged 25, with her sister Emma, who was 27 at the time.

They’d failed to meet anyone through Young Farmers, and while they enjoyed going to rural events such as the CLA Game Fair and Badminton Horse Trials, they only ever met up with people they knew. I’d be surrounded by good-looking, like-minded people my age but I didn’t have the nerve to barge up to them and introduce myself,” Lucy says.

Muddy Matches members using the app can browse photographs of people at the event whose profiles appeal, and send them texts.

“We didn’t see much point having a geography-based app because our users would find the nearest 'match’ lives 50 miles away,” Lucy says.

With their online dating plans thwarted, they resolved to set up their own site, launching Muddy Matches – users can’t be afraid of mud – with about 800 profiles a few months later, having bribed every single they came across to join the site.

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