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Primera opened over 24 years ago as a specialist road bike store. We have always had a passion for road riding and racing has been in our blood since we started out. Our owner started racing as a schoolboy in 1974 and this passion for racing has been passed down to the next generation and continues through our race team. Since we started we have seen cycling grow and grow and the technology has advanced year on year. We want to see all of our customers; new and old enjoying their bikes and having fun while they are making new memories and taking on new challenges.


Both our stores carry a wide range of road bikes from the Specialised Allez at £600 to the ‘money no object’ custom builds. Our Bournemouth store is world renowned for our custom build road bikes with some reaching over £14,000. We also carry out Body Geometry & Retul bike fitting which give excellent results and will certainly improve your riding. 


So if you are looking to spend £600 or £15,000, new to the sport or a weather beaten veteran both of our stores will be able to get you fitted with a suitable bike. We also offer 0% finance on all new bikes, we also take all cyclescheme vouchers. 


Brands we carry are Specialized, Cannondale, Cervelo, Focus, Pinarello, Enigma, Kuota, Argon 18 plus many more.......

If you are looking for Alloy, Carbon, Titanium or Steel we have an option for you, we also carry a range of power reading systems from Garmin, Pioneer, Stages and Quarq. 

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