Custom Bike Build Specialists

If you are looking for a custom build, get in touch! 

We are custom build specialists offering a full service from first step research through to the final bike fit. Primera owner Bill Temple started racing in the 1970’s when you had little choice than to build your own race bike from a frame up & little choice of equipment. These days we have an incredible choice of frames, groupsets & wheels. It’s a very exciting process & we love every step. We have a new generation of very knowledgeable staff who all cycle & use these products everyday. We have first hand experience of racing at a very high level, through to sportive riders who enjoy weekend rides with their friends. Our staff also train to power so if you need advice they are on hand to help.

Staff & team riders use Quarq, Garmin, Specialized & Shimano power systems, this means they can give you genuine feedback on each system. 


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.

Correctly fitted bikes introduce you to a whole new world of performance & comfort.

We carry the worlds leading brands with an abundance to choose from! These include Pinarello, Argon 18, Kuota, Bianchi, Wilier, Enigma, Specialized & Cannondale with more joining us each year.

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

You are in safe hands!




 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) 

This site uses cookies. By continuing to browse this site you are agreeing to our use of cookies. Find out more here.