Middle-aged men in Lycra: the retail opportunity

Cycling is becoming the new rock n'roll, according to analysts: British business is waking up to the needs of middle-aged men in lycra

9th October, 2012
Middle-aged men in Lycra: the retail opportunity
Bradley Higgions in the Tour de France 2012

Move over Yuppies, here come the Mamils.

Britain’s "Middle-aged Men in Lycra" are a growing group of sought-after consumers who rely on spandex for comfort, carbon fibre for strength and as many €1,500 bikes as they can smuggle past their partners.

"Like a woman needs a new handbag, men like to buy the latest gear,” said Humphrey Cobbard, the chief executive officer of online cycling retailer Wiggle and curator of a growing personal...

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