Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Sports cars and sex with your secretary ain’t got a thing on a triathlon
  • Sports cars and sex with your secretary ain’t got a thing on a triathlon
    Kenneth Younger III, Creative Commons (2013) ©
CASE STUDY

Ironman: a healthier kind of crisis for middle-aged men

For the Gen Xers and Boomers who are hitting the inevitable dip in happiness that comes with middle age, sports cars and sex with secretaries simply aren’t cutting it. Instead, the middle-aged middle-classes are taking up triathlons, and it’s seen Ironman flourish into a $650 million brand.