Our Stories

It’s 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® racing can rival...

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...

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...