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.
