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Urban Cycling: a movement, a market, or both?

If you've been on Swanston Street or St Kilda Road in Melbourne at peak hour you have seen the hundreds, probably thousands of urban cyclists who line these routes. Their attire ranges from spray-on lycra to stylish suits, high heels and everything in between. Is this movement towards urban cycling a fad -- or does it indicate a new market for products and services?

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