Build Specialists

Primera Custom Build Specialists

At Primera we pride ourselves in offering the best cycling brands the world has to offer, we specialise in custom bike building, making sure you get exactly what you are looking for.

We also provide a professional Bike Fitting Service which is free when you purchase any bike. If you want to go that step further we also offer a full Retul Fitting Service, Retul is classed as the most technical fitting system in the world and used by Team Sky!

When you are researching your new bike we fully appreciate it cannot be rushed and deserves plenty of time for discussing and researching all options, after all it's a big investment and you deserve the best service available.
At Primera we are all bike enthusiasts and enjoy nothing better than talking build options with customers and showing them the product, and discussing the best options available.

It's your money, your bike, your dream and we are here to advise and listen to your needs and give you what you deserve.

If we can help with any of the research, please call us on 01202 775588 or email


When it comes to wheels, we carry all the best models from Enve, Zipp, Mavic, Fulcrum, Campagnolo, Shimano and the awesome Lightweight.

The running gear of a bike is also a very personal choice so we carry the whole range of groupsets from Shimano, Campagnolo and SRAM.

Also very popular is the electronic gear systems from Shimano, Sram and Campagnolo. We fit these groupsets every day and understand how they work, so you can be very confident that your build is in the right hands.

If you wanted to take full advantage of our Retul fitting you can book an appointment and we will talk over with you your riding style and goals before the fitting gets underway. This cannot be rushed so you will need to put some time aside for this consultation. It is well worth it though as we get constant fantastic rider feedback.

Truth of the matter is we love bikes and love seeing people enjoy them.

We have a true passion in what we do and get great satisfaction on advising you on the best product for you as an individual.

Also remember, if you have a bike which has not come from us we are still happy to help with bike fitting or any upgrades you may like.

 Primera Custom Build Specialists

 Looking to spread the cost? We offer 0% finance on all new complete and custom built bikes, wheels and accessories. With as little as 10% deposit you can walk away with a new machine or make upgrades to your current one. Depending on the total value, we can spread the cost over 6, 9, 12, 18, 24 and 36 months (Subject to status, UK only)

0% Finance on All new Bikes & Custom Builds

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