Cycling = Golf 2.0?

I’ve had a sneaking suspicion for some time now that cycling, specifically that lycra-clad, carbon fibered corner of the sporting garage, is steadily becoming the new golf. It starts slow, with the Bike Snob’s oft-mentioned, recondite Serotta/Dentist symbiosis, working its way through the professions until love of the sport snowballs to the point where, one day, we can all enjoy the cliche cycling to work will have become. Seriously, it’ll be a happy day, once it’s all growed up. It’s the meantime that’s the scary bit. We’re just one or two client service directors away from the critical adolescent mass of professional acceptance, and the video produced for the new bike line from Mario Cippolini speaks directly to the blandly-articulated desires of the wanky horde that is us. Mark my words. Next step: Caddyshack for bikes. Watch for it.

Witness the continental breakfast, the Tuscan wheat, the barely sublimated musical fratboy, straining at the bonds that keep him from performing the Helmet Dance… Things are gonna get weird – can’t wait for the damned snow to melt.

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