About Us

THE HEART OF THE BRAND

A deep rooted interest in cycling has driven us to develop a range of components using the highest quality materials.
We offer an extensive range of road wheels, components and accessories to suit all who take to the road on 2 wheels.

DESIGN & TECHNOLOGY

Our carbon rims are designed with the latest 27.5mm wide “tear drop” rim profile for improved aerodynamics and ride feel using wider 25c plus tyre sizes.
We believe strongly in riding road tyres that are tubeless for a better ride quality and improved puncture resistance, that's why all our rims are tubeless compatible. Our disc brake wheels are designed to withstand the greater braking force around the hub whilst our carbon rim brake rims come with specific brake pads that have been developed and tested to provide industry leading braking performance on a carbon rim.

QUALITY AS STANDARD

We offer several grades of hubs to suit different budgets but all come with quality cartridge bearings. Check out our disc brake hub options that come with adaptor kits to fit to 12mm or 15mm through axle or quick release on the front and for the rear 142 x 12mm through axle or 135mm quick release. The sum of all this is an exceptional range of lightweight performance road wheels.

WARRANTY & CRASH REPLACEMENT

We warrant our products to be free from defects in materials or manufacturing for a period of 2 years from the original date of purchase (valid proof of purchase required).

BACKED BY PRIME

We also have a crash replacement programme, so customers whose Prime products have been damaged in a fall or accident within 2 years of the original purchase date will receive a 40% discount off the RRP of a new item.

Our Range

Wheelsets

Carbon and alloy rim road wheels for tubular and clincher tyres

Hubs

Selection for calliper and disc road wheels

Rims

The latest carbon and alloy rims for tubular and clincher tyres