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Primera Sports

Primera Sports is the leading specialist cycle shop on the South Coast. We are based in Dorset and cater for all disciplines of cycling. The shop is full of bikes, equipment and clothing from leading brands.

Unlike most cycle businesses which are owned by large investment companies, Primera is a store with its feet firmly on the ground and understands the passion cyclists feel for their bikes. We are very proud of our knowledgeable, friendly staff and our priority is always to give the best customer service possible. Primera is a family-owned and run business whose aim is to keep offering a great personalised service, raise money for local charities and support cyclists of all levels. Commuting to work, racing or riding for pure pleasure, every cyclist is very important to us and we want to see everyone enjoying being on two wheels. With cycle prices starting from £400, you know you are buying a quality product from a leading brand.

If you are already a regular customer, you will know we go the extra mile to help customers when they need it! If you are new to Primera, pop in and meet us, we are real people who ride bikes!

Primera has always been run by cyclists for cyclists.

We pride ourselves on providing the best customer service in the industry. Our staff are all avid cyclists that ride the kit you want to own and can offer unbiased opinions and feedback, so you get the best experience possible. Meet our staff below, we are a very honest, hard-working bunch who really do care about making the customer happy when they leave our stores.

We are always looking to expand so if you would like to work for Primera don’t hesitate to get in contact