Latest Products

Pinarello Dogma 60.1 Frameset 2010 ****Team Sky**** $5,275.57 $4,748.01 (10% Off!)

Specialized 2011 Allez Sport Triple $1,100.32

Kuota Kharma 0% Finance Available $2,336.33

Specialized 2011 Rockhopper Pro $1,808.76

Lapierre Spicy 316 **2011** $3,768.26

Argon 18 E112 2010 - $2,260.95 $1,808.76 (20% Off!)

Argon 18 Gallium Frame & Fork 2010 $1,958.00 $1,566.40 (20% Off!)

Specialized 2011 Hardrock Sport Disc Hardtail $678.27

Specialized CRUX Elite 2011 **BRAND NEW MODEL** $1,507.29

Specialized 2011 Hardrock Pro Disc Hardtail $904.37

Saris Bones 3 Car Rack $209.52

Specialized 2011 Roubaix Comp $3,014.60

Latest News

GRAEME SOUNESS PICKS UP HIS NEW 2XU WETSUIT
Former Liverpool captain Graeme Souness visited the shop today to pick up his new 2XU V:1 Wetsuit
Specialized CRUX Elite 2011 – now available at Primera!
The brand spanking new Specialized Crux Elite is the newest addition to the already extensive Specialized bikes range with this model being showcased for the first time in the 2011 collection.
Great time to buy a new bike and save money!
Specilaized have reduced a few 2010 bikes so it's a good time to grab a bargain.
Time to Sort your Autumn Wardrobe!
Now that it is August, the summer is nearly over and it will soon be the winter. This means it will soon be time to put on the warmer clothing in order to stay dry and comfortable whilst riding in the colder weather. There is no time like the present to s
Specilaized SL3 Gets a Review by Ironman Athlete and MD of RaceNewForest Richard Iles
The awesome SL3 is blasted round the New Forest roads by a man who runs triathlons on the roads he loves....
Primera – the perfect place to purchase a bike
Primera have a number of great offers currently running which makes it the ideal place to purchase your next bike.
Specialized 'SHIV' is on it's way.....
The awesome Specialized 'SHIV' is on it's way and it is awesome. Available on 0% Finance.
Grab yourself a deal on 2010 Ex Demo Bikes...
It's the time of year when we move our Ex Demo bikes on! Bikes are all in great condition and some have only had one dry run. Click here for more details.
Specialized Lead the 2010 'Tour De France'
Another great day in this years tour! Specialized are in all the action and taking top places!
Primera Bike-Fit
If you are looking for a correct bike fit you need to come to Primera, We do not use computers! We use hand tools and years of experience.

Marin and Whyte 2010 BLOW OUT!!

Marin B17 2010 $1,505.80 $1,129.35 (25% Off!)

Marin Bobcat Trail 2010 $902.88 $677.16 (25% Off!)

Marin Nail Trail 2010 $2,108.73 $1,581.55 (25% Off!)

Marin CXR SLX 2010 $3,465.31 $2,598.98 (25% Off!)

Marin Mount Vision 5.8 2010 $3,766.77 $2,825.08 (25% Off!)

Marin Kentfield 2010 $526.05 $394.54 (25% Off!)

Marin Kentfield FS 2010 $601.42 $451.06 (25% Off!)

Marin San Anselmo Alfine 2010 $1,279.71 $959.78 (25% Off!)

Marin Toscana 2010 $1,505.80 $1,129.35 (25% Off!)

Marin Fairfax 2010 $978.24 $733.68 (25% Off!)

Marin Lucas Valley 2010 $1,355.07 $1,016.30 (25% Off!)

Marin Northside Trail 2010 $1,053.61 $790.21 (25% Off!)

Whyte 905 Trail Hardtail MTB 2010 $2,259.46 $1,694.59 (25% Off!)

Whyte 19 Trail 631 Steel Hardtail MTB 2010 $2,410.19 $1,807.64 (25% Off!)

Whyte 19 C Carbon Hardtail MTB 2010 $3,616.04 $2,712.03 (25% Off!)

Whyte E-120 XT Full Suspension MTB 2010 $4,520.42 $3,390.32 (25% Off!)

Assos - Main stockist - Save £'sss

Assos Fugu Jacket *Going up to £399.99* Buy Now At This Price* $565.23 $508.70 (10% Off!)

Assos AirJack 851 Limited Jacket $324.06 $291.65 (10% Off!)

Assos ALS Insulator Glove $43.70 $39.33 (10% Off!)

Assos T.Knicker Lycra $191.41 $172.27 (10% Off!)

Assos 2010 H.FI Lady S5 Waist Short $177.85 $160.06 (10% Off!)

Assos 2010 Summer Cap-Mille $19.58

Assos UV & Chill Arm Protectors $39.17 $35.26 (10% Off!)

Assos 2010 'Sponsor Yourself' T-Shirt **NEW** $67.81

Specilaized 2010 bikes SALE Now On!

Specialized S-Works Epic Carbon 2010 $8,290.19 $7,046.66 (15% Off!)

Specialized S-Works Stumpjumper FSR Carbon $8,290.19 $7,046.66 (15% Off!)

Specialized S-Works Enduro Carbon 2010 $7,536.53 $6,782.88 (10% Off!)

Specialized Demo 8 II 2010 **NEW** $6,029.22 $5,124.84 (15% Off!)

Specialized Demo 8 - Monster Ltd Edition $3,014.60 $2,562.41 (15% Off!)

Specialized Stumpjumper HT Comp Carbon 2010 **NEW** $3,014.60 $2,562.41 (15% Off!)

Specialized Epic FSR Comp 2010 **NEW** $3,014.60 $2,562.41 (15% Off!)

Specialized Hardrock Pro Disk 2010 $829.01 $746.10 (10% Off!)

Specialized Tarmac Expert SL 2010 $3,768.26 $3,203.02 (15% Off!)

Specialized Tarmac Comp 2010 $2,863.87 $2,434.29 (15% Off!)

Specialized Tarmac Elite 2010 $2,411.68 $2,049.93 (15% Off!)

Specialized S-Works Tarmac SL3 2010 **NEW** $8,290.19 $7,046.66 (15% Off!)

Specialized Roubaix Pro SL 2010 $5,275.57 $4,484.23 (15% Off!)

Specialized Roubaix Expert SL 2010 $3,768.26 $3,203.02 (15% Off!)

Specialized Roubaix Comp 2010 $3,014.60 $2,562.41 (15% Off!)

Specialized Roubaix Elite Double 2010 $2,562.41 $2,178.05 (15% Off!)

Skins Compression Clothing

Skins C400 Mens Compression Jersey-short sleeve $135.64 $122.08 (10% Off!)

Skins C400 Cycle Compression Bib Shorts $226.08 $203.47 (10% Off!)

Skins Pro Waist Shorts $150.72 $135.64 (10% Off!)

Skins C400 Men's Compression Baselayer Long Sleeve Top $90.42 $81.38 (10% Off!)

Summers Clothing Offer's

Endura Helium Jacket 2010 $135.64 $122.08 (10% Off!)

Northwave Alien Jersey SAVE 20% on all NW jerseys $69.32 $55.45 (20% Off!)

Fox Race Jersey *Save 10%* $52.76 $47.48 (10% Off!)

Northwave Muscle Short Sleeved Jersey 2010 $69.32 $51.99 (25% Off!)

Northwave Guitar Short Sleeved Jersey 2010 $69.32 $55.45 (20% Off!)

Northwave Blade Short Sleeve Jersey 2010 $75.35 $56.51 (25% Off!)

Northwave Heart Short Sleeved Jersey 2010 $69.32 $55.45 (20% Off!)

Mavic Galibier Road Shoe 2010 $226.10 $180.88 (20% Off!)

Triathlon Summer Sale!

Orca 2010 226 Race Suit (mens) $135.66 $115.31 (15% Off!)

2XU 2010 Endurance 3 Pocket Tri Singlet (mens) $75.37 $60.29 (20% Off!)

Orca 2010 226 Tri Chamois-Tech Pant (mens) $97.98 $78.38 (20% Off!)

Aqua Sphere Kaiman Goggles $21.09 $17.92 (15% Off!)

Cat-Eye lights - Save 10%

Cat Eye EL-220 LED Front Light $45.20 $40.68 (10% Off!)

Cat Eye HL-EL450 LED Front Light $52.74 $47.47 (10% Off!)

Cat Eye TL-LD610 LED Rear Light $37.67 $33.90 (10% Off!)

Cat Eye TL-LD610 LED Rear Light (white) $37.67 $33.90 (10% Off!)

2009 FRAME CLEARANCE - 20% OFF RRP

Cervelo RS Frameset 2009 SAVE 20% $2,713.14 $2,170.51 (20% Off!)

Cervelo S3 Frameset 2009 SAVE 20% On All 2009 Framesets $5,275.57 $4,220.45 (20% Off!)

Cervelo R3SL Frameset 2009 SAVE 20% $4,521.91 $3,617.53 (20% Off!)

Argon 18 E-80 2009 Save 20% $1,205.83 $964.66 (20% Off!)

Argon 18 E114 2009 SAVE 20% $3,316.07 $2,652.85 (20% Off!)

Argon Gallium Pro 2009 SAVE 20% $2,260.95 $1,808.76 (20% Off!)

Argon 18 GALLIUM 2009 Save 20% $1,808.76 $1,447.00 (20% Off!)

Argon 18 Krypton Frame & Fork 2010 $1,505.80 $1,205.83 (Save $299.97!)

Sky Team Clothing - In Stock Now!

Sky Team Short Sleeve Jersey Team Colours $105.51 $94.96 (10% Off!)

Sky Team Bib Shorts $113.05 $101.74 (10% Off!)

Sky Team Gilet Sky Colours $128.12 $115.31 (10% Off!)

Sky Team Race Mitts Team Colours $45.22 $40.70 (10% Off!)

Specialized Saddles - FREE UK postage

Specialized 2010 BG Toupe Team Saddle**NEW** $120.57

Specialized 2010 BG Jett Saddle (womens)**NEW** $90.42

Specialized 2010 BG Romin SL Saddle **NEW** $120.57

Specialized 2010 BG Indie XC Sport Saddle **NEW** $45.20

Cervelo Team Clothing

Casteli Cervelo Team Jersey Full Zip 2010 $97.98 $88.18 (10% Off!)

Casteli Cervelo Training Bibshort 2010 $113.05 $101.74 (10% Off!)

Casteli Cervelo SG0.6 Wind Vest 2010 $120.58 $108.53 (10% Off!)

Casteli Cervelo Aero Race Shoecover 2010 $64.81 $58.33 (10% Off!)

Gore Bike Wear 2010 - Save 10%

Gore Bike Wear Oxygen Jersey 2010 $90.42 $81.38 (10% Off!)

Gore Bike Wear Power III Bibshorts 2010 $113.03 $101.73 (10% Off!)

Gore Bike Wear Xenon AS Vest 2010 $128.11 $115.29 (10% Off!)

Mavic Flash Gilet $120.57 $108.51 (10% Off!)

2XU Compression Clothing

2XU CERVELO Compression Long Sleeve Top (mens) $82.90 $74.61 (10% Off!)

2XU CERVELO Compression Tights (mens) $105.51 $94.96 (10% Off!)

2XU Compression Unisex Calf Guards $40.70 $38.66 (5% Off!)

2XU Compression Unisex Shorts $59.00

Womens Cycle Clothing

Orca 2010 Equip Cycle Jersey (womens) $43.71 $39.34 (10% Off!)

Orca 2010 Cyle Jersey (womens) $52.76 $47.48 (10% Off!)

Specialised 2010 Women's BG Pro RBX Short $105.50

Specialized 2010 Women's Enduro Short $105.50

Endura main Stockist

Endura FS260 Pro Bibshort $97.96 $93.06 (5% Off!)

Endura MT500 Waist Short 2010 $97.96 $93.06 (5% Off!)

Endura MT500 Spray Baggy Shorts $97.96 $93.06 (5% Off!)

Endura 2010 FS260 Pro Jersey $67.81 $61.03 (10% Off!)

Cannondale Main Dealer for the UK

Cannondale Trail SL 1 2010 $1,505.80 $1,355.22 (10% Off!)

Cannondale Rush Hi-Mod Carbon 2 2010 **NEW** $3,314.57 $2,983.12 (10% Off!)

Cannondale Quick CX 8 2010 **NEW** $1,053.61 $948.25 (10% Off!)

Cannondale Super Six SRAM Rival 2010 **NEW** $4,068.23 $3,661.41 (10% Off!)

Fixie - Single Speed

Fixie Peace Maker [Belt Drive] $1,733.39

Specialized Langster 2010 $678.27 $610.45 (10% Off!)

Specialized Langster Steel 2010 $753.64 $640.59 (15% Off!)

Specialized Langster Steel 2010 - EX DEMO £399.99 $602.91

Triathlon Accessories - Special Offers

Xtenex Elastic Laces 75cm $15.06 $13.55 (10% Off!)

Zoggs Predator Mask $30.13 $25.61 (15% Off!)

3D Rotor Road Cranks **Titanium Axle** $595.39

Shimano TR51 $226.08 $158.25 (30% Off!)

Oakley Eyewear

Oakley Jawbone Retina Burn - Black Irid - Vented (04-205) $271.30 $244.17 (10% Off!)

Oakley Jawbone - Infra Red - VR50 lens- Vented (04-210) $346.67 $312.00 (10% Off!)

Oakley Enduring Pace Breast Cancer Awareness Edition(24-085) $211.01 $189.91 (10% Off!)

Oakley Livestrong Jawbone (04-211) $286.37 $257.73 (10% Off!)

Lapierre Biks at Primera

Lapierre Zesty 714 2010 **NEW** $5,577.03

Lapierre Pro Race 700 Carbon 2010 **NEW** $4,145.09

Lapierre Zesty 914 2010 **NEW** $6,933.61

Lapierre Spicy 516 2010 **NEW** $4,823.38

Newton Running Shoes - FREE UK delivery

Newton Motion AW Trainer (mens) $195.95 $176.36 (10% Off!)

Newton Lady Isaac Guidance Trainer (womens) $165.80 $149.22 (10% Off!)

Newton Motion Stability Trainer (mens) $195.95 $176.36 (10% Off!)

Newton Sir Isaac Guidance Trainer (mens) $165.80 $149.22 (10% Off!)

Specialized Top Dealer for the UK

Specialized 2010 BG Pro Road $256.23

Specialized 2010 BG Pro MTB $256.23

Specialized 2010 TT2 Aero Helmet $256.23

Specialized 2010 Team Racing Socks $12.04

Pannier Bags

Altura Urban Dry Line 20 Pannier $75.35 $67.81 (10% Off!)

Altura Night Vison Pannier $82.89 $74.60 (10% Off!)

Basil Jasmin Farm Double Pannier Bike Bag $55.76 $50.18 (10% Off!)

Basil Memories Shopper Bike Bag $84.85 $76.36 (10% Off!)

Accessories - Special Offers

Alan Bike Transportation Box $648.13

Hudz Brake Lever Hoods - Campagnolo $31.64 $28.47 (10% Off!)

Mavic R-SYS Premium Clincher **FREE Tyres and Tubes** $1,658.04 $1,130.47 (Save $527.57!)

Altura FUSE 32 Welded Panniers (Pair) $150.72 $135.64 (10% Off!)


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