WINQ caters to men in their early thirties who are open minded, fashionable, urban and metrosexual. Gay men like to be on top of trends and are often the first to embrace them. Therefore gays are often regarded as early adopters. With a double income and no kids, many gay men can be categorized as big spenders. These men make up for a strong and active target group. They are young at heart and proud of their identity, for which they expect to be recognised and taken seriously.