Primera History

Primera was born in 1992 by cycling enthusiasts that wanted to support fellow cyclists. The first store was originally a restaurant which was refurbished with a workshop taking its place in the old kitchen. It was all very small and could only stock about six bikes and frames and a few items of clothing. 

Even from this very conservative start Primera soon became a worldwide name for supplying quality goods and service around the world. We soon out grew this site and found a new site at 244 Charminster Road Bournemouth store It was a good size and had been a bike shop beforehand for many years. When moving in we found that we had more space than we knew what to do with, filling it with sofas, TV and a coffee machine for customers helped to make it look full!

As Primera grew, stock levels also grew, before long the shop was full of very exciting bikes, kit and customers travelled from all over the world to visit us for expert advice and our bike fitting service. We have always taken bike fitting very serious as we want the customer to get the best from their cycling. We were one of the first shops in the country to offer computerised bike fitting service. Using these systems along with our hands on approach has worked wonders. Our fitter has a Master’s Degree in Bio Mechanics which takes our fittings to another level. 

With the growth we were going through, and with customers asking us to open up more stores, in 2007 we decided to open up a second in PoolePoole store. This was initially focused towards mountain bikes, and rapidly gained a reputation for offering great advice as well as some great bikes.

With road bike sales going through the roof, the Poole store were getting asked more and more for road bikes and accessories, this prompted us to start stocking specialist brands in the store and offering our renowned bike fitting service.

The Poole store now has 3 salesmen and 2 mechanics in the store and they are kept very busy.

The staff at both stores pride themselves on offering a personalised, friendly and knowledgeable service.

At Primera we just love seeing people enjoying their bikes, whether it's racing, joining in group rides, or just riding to the local coffee shop, the main thing is that you are enjoying every pedal stroke and love being outdoors and active.

Primera has always supported the local racing community and have sponsored many young riders as they start to work their way through the ranks. Dan Lloyd started riding for us as a youth before turning professional and ended up competing in the Tour De France. 

We currently run a team with a good mixture of ages – visit our ‘Primera Team’ page for more information, and follow our blog for race results. 


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