63 percent of men have changed their female preference since the Games.

According to the poll by deodorant Lynx, men said they prefer the firm stomachs and defined muscles boasted by gold medallists such as cyclist Victoria Pendleton, 31 to curvy girls or skinny waifs.

Jessica Ennis
Olympic medallist Jessica Ennis is known for her fabulous figure. Photo: AFP

“The nation is obsessed with sport more than ever before,” the Daily Star quoted manager Kavi Tolani as saying.