#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

Prime Road
Primavera Collection
Take your riding to the next level, and be more competitive with our Primavera components.
Prime Gravel
The path less traveled
Upgrade your gravel bike, and push the limits with our Orra gravel components.
Orra Collection

Media Reviews

"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.

Full Review

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.

Full Review

"Exceptional" 9/10 - Road.CC

Prime's BlackEdition 50 Carbon Wheelset represents the brand's first push to compete with high-end performance wheels. They vastly outperform their price-tag, with stable rims, great braking, smooth hubs and easy tubeless setup.

Full Review