Cycle clothing brand Shutt Velo Rapide is targeting the MAMIL market to help so-called ‘Middle-aged men in Lycra’ prepare for sportives in a series of seminars hosted by sports physiologist Dr Garry Palmer, author of the book Cycling: Successful Sportives.
The series of seminars, which will be held at Shutt Velo Rapide’s new offices on the Oxfordshire-Northamptonshire border near Brackley, are aimed at novice or intermediate sportive riders.
Dates of the first three seminars, which will cost £25 each and be limited to ten attendees, have been released, as follows:
16 November 2011 - Optimal preparation for performance
25 January 2012 - Food for Sport/Food for thought
21 March 2012 - Tools of the trade, using power or heart rate
Pete Bragg, managing director of Shutt Velo Rapide, said: “We noticed there was a gap in the market for 40 year old riders to find an affordable programme to help them move from being a novice to sportive rider.
“There are lots of books available that are either too high level or too generic and this is leaving riders confused on what they should be doing.
“After listening to riders in our club, we decided it was time to put together a series of seminars for our customers, to help give them the direction they need to take their cycling to the next level.”
Dr Palmer added: “The seminars will be suitable for riders of all abilities, across the widespread cycling disciplines.
“Most riders these days are time poor, and these sessions are designed to give athletes the tools needed to improve performance by focusing specifically on appropriate training techniques to help them achieve peak performance.”
Further information is available on the website of Dr Palmer’s company, Sportstest, and participants in the seminars will also have the opportunity of one-to-one sessions with him at a discounted rate.
Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.