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The new Zoggs Predator Flex Polarized Swimming Goggles gets Top Marks!

The Polarized Predator Flex goggles has been voted 220 EDITOR’s CHOICE scoring a massive 94% in their test centre. At last, goggles with polarised lenses – perfect for open water

Cycling is good for the body and the mind!

If you get home stresssed after a day at work, school or a day with the children you would probably benefit from an hour on the bike.

Race report - Gorrick Series round 3 - Heath Warren, Eversley by Darren Shepherd

Full race report from this weekends Gorrick Series from Primera team rider Darren.

Triathlon Season just round the corner...

The Quickest Triathlon Transition Ever with Zone3 Wetsuits - 5.4 seconds!!

We are the largest UK Premium Retailer for Assos Clothing

Assos are known for pushing the boundaries in style and quality - Well 2011 is no different.

We are now accepting payments by PAYPAL and American Express

Easy ways to pay for your shopping. We are now accepting PAYPAL payments which means you can also pay using American Express.

TRI BAR FITTING AND SETUP SPECIAL OFFER

We are currently offering a reduced tri-bar fitting service. Whether you have your own bars that you would like setup or looking to purchase bars give us a call or visit the store 01202775588

BIKE-FIT AT PRIMERA IS A HANDS ON JOB

We have two very experienced bike-fit professionals who have been fitting cyclists for years. As techniques change so do our views.

Who is Eddy Merckx?

Some say the greatest cyclist ever? We agree.

Gorrick Spring Series Round 1 - Race Report

Click here for a full report from round 1 of the Gorrick Spring Series.

Specialized, Cannondale, Trek, Lapierre, Argon18, Pinarello, Cervelo.

At Primera we carry the largest stocks of bikes and frames in the UK. We have over 20 cycling enthusiasts to help you find the correct bike! These guys all cycle and love anything cycling related!

Custom Build Centre

At Primera we know how to build the best bikes in the world!

GIRO IONOS LANCE ARMSTRONG LIMITED EDITION HELMETS

We have taken delivery of the new Lance Armstrong Limited Edition Giro Ionos Helmets. Available in 2 awesome colour schemes, they are in very short supply so get your orders in fast to ensure you are one of the few to have one.

OFFICIAL LIVESTRONG CLOTHING AT PRIMERA

The Official Livestrong Cycling Clothing is now available online and instore. With the Livestrong trademark logo and Nike Branding. JUST IN the Giro Ionos Lance Armstrong Limited Edition Helmets.

Specialized confirm 29ers the next big thing

Top international bike designer and manufacturer Specialized has confirmed that 29 inch wheels are to be the next big thing for mountain bikes in the UK in 2011.

Avoiding Trouble This Winter

Hundreds of passengers were stranded at Victoria station on Wednesday 1st December after the freezing conditions meant trains were cancelled.

Animal Relentless Tour to Hit London Bike Show 2011

Anyone heading to the 2011 London Bike Show will be in for a treat, as a renowned stunt-riding troupe are to showcase their daring skills for the crowds.

Treat yourself to a shiny new bike this winter

It is coming to the end of the year once again; it is time to start thinking about next year’s season of riding and time to get yourself well-equipped! With Christmas coming up, it is the perfect excuse to buy yourself a brand new bike and claim it was a

CLEARANCE BIKES - SAVE £££ OFF ALL REMAINING 2010 BIKES

We have some cracking deals on remaining stock of 2010 bikes from Specialized, Cannondale, Trek and Lapierre. Perfect bargain for Christmas!

'Ideal Saddle Modification' ISM Saddles - Now available at Primera

In just four short years, ISM has been the saddle of choice for Olympians, Ironman Triathlon Athletes, Professional Cyclists.

Ben Deakin Gets Ready For The 2011 Race Season

Primera Downhill team rider Ben Deakin a Royal Marine Commando from Dorset who was shot in Afghanistan has recently returned from an expedition to Mount Everest.

Lynskey Ti Frames Now At Primera

Due to popular demand for top quality Ti frames we are now stocking Lynskey. We have some top end bikes being built for customers and will post photos on the site very soon....

New Primera Down Hill Team Rider Sam Matzetti takes 1st place

Round 1 at UK Bike Park.

British Heart Foundation Halloween Ride

If you are looking for something to keep you occupied this weekend, then why not take your friends and family along to the British Heart Foundation Derby Bike Ride!

Safe riding in Autumn

Now that the weather has changed and the summer is over, it is time to be a bit more cautious when out on our bikes.

Press Release: An evening with Garmin Cervélo's Daniel Lloyd

On Monday 8th November at the Hotel Collingwood, Bournemouth professional cyclist Daniel Lloyd Garmin Cervelo will be on hand to answer questions from guests, sign autographs and enjoy a social evening all hosted by the Bournemouth Arrow CC.

WETSUIT CLEARANCE - ALL SUITS REDUCED BY 25%

All remaining Orca and 2XU 2010 wetsuits are now reduced by 25%. Grab yourself a bargain ready for next season!

Looking for a new bike? Now is the time to get your hands on them!

This time of year can only mean one thing – it is time to buy a new bike! Now that all the 2011 models have been launched and are in stock, you have the opportunity to choose from a huge array of bikes.

What is a Fixie?

The fixie is here, and it's taking over the streets of your home town. A lot of people have been asking us what’s up with this new cycling fad called fixies. Primera can explain exactly what a fixie is, why they’re so great.

Cervelo 2011 model S3 custom build

We build many custom road bikes over a season. Call us on 01202 775588 to book yourself in for a bike-fit and talk through with us what you are looking for.

Cannondale 2011 Super Six 105 Bike of the year 2010

The bike of the year 2010 gets a frame upgrade to a Super Six but the price stays the same!!!!

LOOK 596 iPack 2011 - Demo bike will be available soon.....

The very sexy, very aero LOOK 596 will be in stock very soon. We are taking orders now so call us on 01202 775588 for more details and finance options. 36 months 0% finance available on complete builds or frames.

Pinarello Paris 2011 is on the way..

Having just got back from the London Bike Show the one thing to stay in my mind is the stunning Pinarello Paris. Lord Alan Sugar was on the Pinarello stand looking at the new colours for 2011.

Assos Main Stockist for the UK

If you are looking to invest in top quality cycle clothing you need to click on this....The new Assos windstopper jacket iJ.haBu5.

It's getting colder! So make sure you protect your body!

If you are riding all winter like we do you need to look after your body. We carry a great range of winter Off Road Trousers from Endura, Gore Bike Wear....

USE EXPOSURE 2011 LIGHTS NOW IN STOCK!

We have now taken delivery of the new 2011 Exposure lights - Power output has been increased on all lights for 2011 - include that with cable free design and you have an awesome package!

SPECIALIZED 2011 SWORKS PREVAIL HELMET - BRAND NEW IN STOCK NOW!

The new Specialized SWORKS Prevail helmet is the newest in the SWORKS family. Ultra lightweight racing helmet combining great ventilation, aerodynamic design, and ultra-light construction for the best all-around performance

Argon 18 E114 2011 Model is on the way

The bike of choice for some of the world’s finest triathletes such as Tim O’Donnell, Luke Bell, Ain-Alar Juhanson, Samantha McGlone and Bree Wee, the E-114 needs no introduction.

VAT FREE SALES AT PRIMERA - All orders sent outside the EU will now be VAT FREE!

All online orders that are sent outside the European Union will now be sent VAT free! - Click here for more information and to create an account.

Get ready for the dark nights and mornings with a new set of HOPE lights...

We stock a great range of lights all year round! Over the years lights have improved massively with high power and long battery life. Check out our full range and take advantage of FREE postage on orders over £20.00

Win £500 to spend in Primera by becoming a Facebook Fan!

We are launching a new competition to encourage you lot to use our lovely Primera facebook page. All you have to do is become one of Primera’s fans by “liking” our page.

New Endura Winter Clothing Now in Store!

It has been an exciting time at Primera HQ as we have just taken a delivery of 30 plus boxes of exclusive Endura winter clothing.

Altura Night Vison Clothing available to order on-line and save 10%

Stay warm and safe this winter with a great range of clothing from Altura. Looks great and stylish in the day! Lights up when lights shine on it at night! Win Win Win....

Cyclocross season is here! Fancy some fun in the mud?

We have a great range of Cross Bikes in store from Specialized, Argon 18 and Blue.

Kuota Kharma 2011 Now In Stock! Available On 0% Finance

If you are looking for a new road bike you need to take a look at the Kharma. 12k carbon weave and stunning paint finish makes sure it stands out in the peloton! Available on 0% finance for £61.87 per month!

Specialized 2011 S-Works Shoes available on-line

The new model S-Works shoes are now available to order! Still the leading brand of shoes in the Pro Peloton.

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

Great time to buy a new bike and save money!

Specialized 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.

Eddy Merckx Ltd Edition Bike is on it's way £14,000

The Eddy Merckx team have built a very limited edition bike to celabrate Eddy's 65th birthday and it comes in at 6kg [tbc] We have a limited amount coming as only 200 have been made for the world!

Over 1,000 Bikes In Stock - MEGA DEALS *Call For Price Match*

Are you looking to buy a new bike? We have a Mega Bike Sale on selected bikes!! If you see any bike cheaper call us 01202 77558 for Price Match! EMAIL with the bike you are looking for info@primera-sports.com

Get ready for the long hot rides!

Lots of our customers are booked in to some long hot rides this month. Make sure you get the correct products from Assos, Oakley and Specialized.

Tour De France in full swing!

The 97th Tour De France is well underway with some exciting results already, having started on the Saturday 3rd July and ending on the Sunday July 25th 2010.

YouTube video round-up

While looking around on YouTube, we came across these videos which perfectly demonstrate the skills and attributes that some bikers have. Here are the top 3...

Latest Specialized news

When it comes to cycling, the Specialized brand is the first port of call for many cyclists. There is an extensive range of products available in the specialized range. With the great new Specialized 2010 products this range has just got even bigger!

We have got the right Specialized bike for you

No matter what your budget is, there is the perfect Specialized bike for you, at the right price. The new 2010 Rockhopper bike is the definitive bike for off-road riding, yet, also suitable for everyday use.

This year’s Assos Clothing continues to serve all cyclists

If you’re interested in cycling, no matter what time of the year, then Assos clothing have a 2010 range perfect for you.

ALPINESTARS CLOTHING NOW IN STOCK IN THE POOLE STORE

We have now had our first delivery of the suberb ALPINESTARS clothing and body protection. Check it out online or visit our poole store on Bournemouth road to see the range

Looking for new shoes this season why not check out the 2010 Specialized Shoes range

If you are seriously interested in cycling both on and off road then the brand Specialized have a pair of shoes to suit your requirements.

Primera is a fan of the 2010 S-Works Specialized Helmet

When it comes to helmets, the Specialized brand know what they are doing. The Specialized Helmet R and D team are continously striving to improve aero dynamics, ventilation and race weight of their product range every year.

2010 2XU AND ORCA TRIATHLON CLOTHING NOW IN STOCK!

We have had out first delivery of the new 2010 triathlon clothing and accessories. With some warmer weather hopefully around the corner its time to get all the kit for the new season

PRIMERA MTB DEMO DAY - SUNDAY 2ND MAY - Great day had by all

Primera held a Mountain Bike demo day on Sunday 2nd May. It was great to see so many riders enjoying our demo bikes. Over 40 top end bikes were left enjoyed and very muddy. Thank you to all who turned out and took advantage of a day on the trails.

ASSOS 2010

Primera are the main Assos stockist for the UK

CANNONDALE SIX CARBON 105 VOTED BIKE OF THE YEAR

The cannondale Six Carbon 105 2010 has been voted Bike of the Year by CYcling Plus magazine - Click to read the full article and see the bike.

Exciting New Brands at Primera - Blue & Basso Bikes......

Primera are now stocking two new exciting brands for 2010, Blue and Basso have been added to the lineup and are already in stock

Cannondale Flash - Click here for finance options

A new hardtail from Cannondale. The aim was to produce the lightest, but stiffest hardtail frame in the world.

PRIMERA SPORTS AWARDED ARGON 18 DEALER OF THE YEAR

Primera has been awarded Argon 18 Dealer of the Year 2009. Agron have been a great brand for us in 2009 and looking at the new products for 2010 we are expecting another successful year.

Skins Compressions at Primera

Skins Compression clothing is now available at Primera with discounts available throughout the whole range.

FOLLOW PRIMERA ON FACEBOOK AND TWITTER

Follow Primera for all the latest product information and special offers on Twitter and Facebook. Click here for how to find us!.

Specialized TT2 Aero helmet - It's on the way

Worn in the Tour de France and now available to wind-cheating riders everywhere, the new TT2 Helmet is miles ahead of the competition when it comes to aerodynamic drag reduction, strategic ventilation and comfortable fit.

36 Months 0% Finance - keep your cash in the bank!

Upto 36 Months 0% Finance available on bikes over £1,000 Specialized, Cannondale, Marin, Trek, Cervelo, Argon 18 or Lapierre bikes (sts) Cheaper else where - Call us before you buy your new bike...01202 775588 - 01202 749674

ARGON 18 FRAMES NOW IN STOCK

We have now received our first shipment of the stunning Argon 18 frames. Call one of our road team for more information on 01202 775588.

NEWTON RUNNING SHOES NOW IN STOCK

Get your Newton running shoes for the new Triathlon season. We stock a large range in all sizes, come in and speak to one of our experts and get them fitted correctly to increase your performance.

Cycle To Work Scheme - Save £'sss on all new bikes at Primera

Cycle To Work Scheme - Save £'sss on all new bikes at Primera

ZIPP Main Stockist and Tech Centre for the UK

ZIPP wheels - still the best in the world.

VAT Free Pricing - Click here for more details

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Deal of the Day

Cannondale SuperSix Evo Frameset Hot Deal

Cannondale SuperSix Evo Frameset

$3,724.49 $2,979.59 (20% Off!)

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Road, Tri, MTB & Mail order: 244 Charminster Road, Charminster, Bournemouth, Dorset, BH8 9RR

Telephone: 01202 775588 | Fax: 01202 775599 | Email: bournemouth@primera-sports.com


MTB & Leisure: 183 Bournemouth Road, Parkstone, Poole, Dorset, BH14 9HT

Telephone: 01202 749674 | Email: poole@primera-sports.com

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