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This article examines partner-swapping as a particularly flourishing and profitable sex trade area now developing for heterosexual customers, parallel to gay business and the transformation of street prostitution. It synthesizes a four years’ study during which researchers set up AIDS prevention in this particular background often left apart by associations. A combination of various spaces, times and practices, with an important population of single men (50 % of the ads), partner-swapping shows, inside the couples, massively male initiatives and pressures on women to make them yield or consent to a multisexuality that’s strongly influenced by pornography. As for single men, they often used to be prostitutes’ clients and exhibit a strong support for gender stereotypes. The gender relations perspective of analysis stresses the negotiations between men and women and their conjugal arrangements. Through these, one can examine family changes in which the attitudes towards sexuality diversify but where sexuality itself, marked by male domination, is at stake in debates that don’t originate only in the sexual area.