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Reliably Cutting Edge for 25 Years
Get Ready For Spring With These Value-Packed Classics

Clearance on ES 3.0 Models.

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The EOS AR

Pull Out The Stops

TECH

HUBS: THE CENTER POINT OF SPEED

Fast wheels spin on precision hubs.

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THE PRIMA LIFE

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Welcoming Brittany Higgins

We're exceedingly proud to welcome Brittany Higgins to our roster of Professional Triathletes. Brittany is a long way from our Oregon home, but we connected with her through our mutual friend and amazing Rolf Prima dealer, Paul's Perfect Fit.  ...

Different Takes on Riding Gravel - A Tale of Three Wheelsets

The truth of it is, no one’s ever known what the hell gravel riding is. The misfit child of cyclocross, road racing and early 90’s mountain biking, this mutant offspring hit an early growth-spurt, grew three heads and lurched into the wilderness where it’s led a life of its...

Dylan Gillespie's Journey to World's

My name is Dylan Gillespie, and I ride for Rolf Prima Wheels.

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SPEED THAT'S MADE IN THE USA.

Designed and engineered in Eugene, OR.

OUR HISTORY