Middle Aged Men In Lycra
MAMILs, or Middle Aged Men In Lycra, refers to 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 a high-end bicycle instead. For example, "Spring time usually brings Mamils out of hibernation in search of fresh Lycra and carbon fiber - their staple diet."
Coined in a report by 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." FYI: Lycra is like Spandex in the USA.
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