Our Stories

Name: Ben CaragliorPosition: Wheel Builder What are you currently pedaling? Give us the full kit!  Unfortunately my nice MTB was recently stolen from my home so I am currently sporting a sweet Craigslist special Schwinn commuter bike for the...

January, 1st 2023 marked the start of a new era here at Rolf Prima and it’s going to be a great one. After two decades of close collaboration, innovation, support and partnership with White Industries of Petaluma California, they have taken ownership of our brand. This well-suited match is a...

Looking into 2023, pro triathlete Nikki Bartlett has big goals and a clear path. This coming season she’ll build on last year’s tremendous momentum to climb yet higher in the ranks at the World Championships. A year ago her eyes were set on the same race, but...

by Rolf Prima athlete Amy VT ‘Twas the night before a major gravel race. My buddy was holding up his hydration pack at arm’s length, just blinking at it. I asked him what’s up and he groaned, “I should probably use it, but I’ll look like...

Rolf Prima Riders love their bikes and the wheels they roll on. We're grateful for each photo we receive. Every word of praise fuels our drive to make the best wheels on Earth, knowing they're taking great people to beautiful places. We hope you enjoy this gallery of...

Two-plus years into the COVID-19 pandemic, it is seemingly harder to escape the virus than ever before. And it finally got me. My goal here is to outline my experience with the virus and my coach’s and my careful return to training in hopes that my experience may be helpful...