Noel Biderman (born 1971) is the CEO of Avid Life Media, who owns a dating web site named "Ashley Madison" that is geared toward married individuals looking for an additional relationship. The Ashley Madison site was founded in 2001.
A slogan behind Biderman's desk promoting his company reads, "Life is short. Have an affair." As the public face of the company, the former lawyer and sports agent has said he is a happily married father of two and does not cheat himself (when it comes to having an affair).
Biderman says that his Web site does not promote infidelity when responding to critics, by saying, "We're just a platform. No website or 30-second ad is going to convince anyone to cheat. People cheat because their lives aren't working for them."  He has said that he writes the commercials for his company (which have featured two attractive people in the throes of passion, and then the sign: "This couple is married...but not to each other"), which the LA Times called "hilarious." 
Biderman designed Ashley Madison to focus on married women, instead of married men. "I was very confident that men would gravitate towards a service to conduct these otherwise anonymous affairs. They were seemingly doing it already," Biderman told BusinessWeek. "I was much less confident that women would behave that way."
In an interview with the "A Current Affair" program in Australia, he admitted that if he found out that his own wife was accessing his cheater's site, that "I would be devastated."
He's appeared on The Tyra Banks Show, The View, Larry King Live, and served as a judge for the Miss Tiger Woods mistress pageant on The Howard Stern Show, a contest which Ashley Madison sponsored.
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