#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
"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.
"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.