Lucy Rout is not your typical entrepreneur.

The 30-year-old Londoner — known for going viral for skiing off an icy slope in a bikini and for consulting her Instagram followers on whether she should fly 10,000 miles for a fourth date with a man — has used her eclectic experiences to develop a new dating model that’s all about making meaningful connections.

Rout told CNBC her confidence had never been lower when using traditional dating apps.

After years of being ghosted, and what she describes as a “strange dopamine cycle of downloading, trying some dates, experiencing bad behavior, writing them off, and vowing to never do it ever again, and then starting the cycle again,” — Rout determined that people were hungry for in real life (IRL) connections.

She came up with the idea of Haystack Dating in a bid to increase the chances of people building romantic connections.

“What we absolutely can do is increase the chances and put people in the right environments where they feel safe and included. Use a bit of tech, use their similar interests and bring them together, and just make it less of a needle in a haystack and more of a needle in a sewing box,” she told CNBC Make It in an interview.

Rout doesn’t just expect her customers to show up at an event and attempt to strike up conversations at random. Instead, attendees fill in a form that inputs their data through an algorithm that matches them with a small group of people based on similar interests and personality traits.

“I researched the parameters that lead to meaningful connections and tried to understand a lot more about the psychology of how people work — introvert versus extrovert, effort levels, career ambition. I spoke to hundreds of people about it and I came up with this current algorithm, which we’re always optimizing,” Rout said.

Attendees commit to an activity such as cricket or touch rugby for an hour, and then spend the rest of the evening with the full group of guests.

So far, as many as 200 to 500 people have shown up to a single event, and 92% of customers show up alone, Rout said, with events in London costing around £30 ($39.85).