Sportive riders are the new golfers.
You're not kidding.
I cycled up Buttertubs (the easy side) the weekend after Le Tour and I must have seen £60,000 worth of bikes (including a new Dogma and a Colnago C60) being pushed up by overweight mamils.
Not that new, same happened during London > Canterbury ride back when Le Tour hit London in the Noughties.
The hills with Cervelo pushers weren't even proper hills that time.
@johnnyhotdog started
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Sportive riders are the new golfers.