Go Find Spring

In Our Favorite Early Season Ride Destinations

The Legacy Continues.
Under New Ownership

Rolf Prima, Now Owned By White Industries

Fall In Love All Over Again

Breathe New Life Into Your Ride

TECH

HUBS: THE CENTER POINT OF SPEED

Fast wheels spin on precision hubs.

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THE PRIMA LIFE

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Bikes We Ride: Emma's Custom Kona Process CR DL

This bike has pedigree! Originally owned by Astral Cycling sponsored pro, Kerry Werner it saw epic miles, countless youtube sessions and multiple race wins before it came to Emma. Her first proper gravel bike, it has carried her from gravel neophyte to afficionado, racer, bikepacker and adventurer. This is a...

Take Your Wheels on Spring Break: Six Fresh Destinations

It‚Äôs inevitable: every year around February cyclists who live in colder climes start lusting after warm outside rides. Being trainer-bound can be a boon for sharpness since you can execute high intensity intervals and specific workouts without stop signs or descents, and developments like Zwift¬ģ racing can rival...

Rolf Prima Staff Profile: Neil Newsome

Name: Neil NewsomePosition: Wheel Builder What are you currently pedaling? Give us the full kit! Trek CrossRip - Complete with street grime, extra electrical tape and a sticker of my old dog Brutus. What got you into cycling? Knee injury How did you come to Rolf Prima?I wanted...

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