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This got me thinking. The Asda bike shop (who knew they had one!) advert - <a title="link" href="http://direct.asda.com/Bike-Shop/801,default,sc.html" target="_blank">http://direct.asda.com/Bike-Shop/801,default,sc.html </a>- has a section for men's and women's bikes. The images are quite different - the guy is in sports kit, wearing a helmet, looking quite serious and with an off-road background. The woman is in jeans, sans helmet tootling along in front of some houses. And they have a much larger range of men's bikes than women's.
Do retailers take men's sport more seriously than women's?