Middle aged men in Lycra a term coined by leading market research firm Mintel.
Michael Oliver, who wrote the report, said: "Thirty or 40 years ago, people would ride a bike for economic reasons, but our research suggests that nowadays a bicycle is more a lifestyle addition, a way of demonstrating how affluent you are."
The research shows that growth in bike sales is being propelled by 35- to 45-year-old men with families, who instead of going off and buying a sports car as they approach middle age now go for high-end bike instead.
Spring will usually bring Mamils out of hibernation in search of fresh Lycra and carbon fiber - their staple diet.
Lycra is like Spandex in USA
Prices shown in USD.
Entrez votre adresse e-mail ci-dessous pour recevoir notre Mot du jour gratuitement tous les matins !
Les e-mails sont envoyés par email@example.com. Nous ne vous enverrons jamais de spam.