Apparently titanium is getting so popular in “consumer product fields” (probably all those new titanium watches and Mac lap tops) that leading titanium companies are setting up their own advice, development and PR bureau.

According to bicycleretailer.com, the founder of the new organisation intends to work closely with the existing International Titanium Association.

The World Titanium Council will also be dedicated to building high tensile rust free donkey sanctuaries and helping old ladies across the road by producing ultra light performance Zimmer frames. Possibly.