Bigger performance equals bigger fun, and Prime delivers both.
With lighter, faster and stronger components and parts, Prime gives you the chance to upgrade the bike and you.
Their range of road and off-road wheels are hailed by cyclists everywhere. Prime’s collections like the Primavera - their top-of-the-range road wheels - are packed with tech and innovation. And their Doyenne wheel sets, made for off-roading, will inject new levels of fun into every ride.
Prime also brings a range of components that are huge on quality and performance, so you can take your bike to its next level.