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[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.
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