Build Specialists

Primera Custom Build Specialists


We are custom build specialists offering a full service from research through to the final bike fit. Primera owner Bill started racing in the 1970’s when you had little choice than build your own race bike from a frame up & little choice of equipment. These days we have an incredible choice of frames, group-sets & wheels, it’s a very exciting process & we love every step.

At Primera we have over 25 years of supplying exquisite builds from our Bournemouth store & we have made some great friends along the way. With a bike fit studio in place we provide Retul, Specialized BG & traditional hands on fittings. We cannot stress enough how important a fitting from an experienced fitter is, correct fitting introduces you to a whole new world of performance & comfort.

We carry the worlds leading brands so you have lots to choose from including Colnago, Pinarello, Argon 18, Kuota, Cervelo, Bianchi, Wilier, Enigma, Specialized & Cannondale with more joining us each year.

Our staff all ride with some racing in International Road Races & Time Trials, while others enjoy sportive rides & mountain biking. We know how to build bikes for pleasure riding or racing at professional level, you are in safe hands!

We are stockists of Sram, Campagnolo, Shimano, Garmin, Mavic, Fulcrum, Hunt, Zipp, Enve, 3t, Pro, Fizik, Brooks, Elite, Pirelli, Continental, Vittoria, Ceramic Speed, Quarq plus many more leading brands.




 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)


bike fit


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