#Never accept ordinary
We’re a performance upgrade brand for those who refuse to accept ordinary.
The cyclists who want a better bike.
Explore Your Discipline


Media Reviews
"everything a modern wheelset should be" 9/10 - Road.CC
Overall, Prime has hit the nail on the head with the 44s. They have all the features a modern set of wheels should, from the ratchet freehub to the super-wide tubeless rims that perform well just about everywhere – flats, mountains, crosswinds, you name it.
"Instant Classic" 9/10 - Road.CC
I reckon the Prime Primavera Shorty Carbon Saddle is an instant classic. I found it comfortable straight out of the box thanks to its flowing shape and perfectly judged padding. For a full carbon saddle, it's well priced too.
Primavera X-Light - 9/10
I've been really impressed with the Primavera X-Light handlebar in terms of performance. I was skeptical of it's super-low weight since it costs less than half the price of equivalent weight carbon handlebars but it has yet to yield any short comings.