Our Stories

Our wheels take riders to amazing places. From epic climbs to the top of race podiums, these are our stories.

Underbiking and Sloppy Steering - The Mystery of Tire Squirm and Rim Width

We’ve reached the top of the climb - a nasty rutted “road” locally referred to in a tone of reverence and caution simply as “143.” As we look down the descent before us I long for a mountain bike. “Gravel” riding in Southern...

The Venn of Cycling Pack Lists

by Rolf Prima professional triathlete, Amy VanTassel “Dang! I have tons of pairs of long-finger gloves at home, and now I have to buy some.” It’s rare to forget your bike, shoes, helmet, or phone, but doesn’t it seem inevitable that you’ll...

How I Planned A Killer Season (and You Can Too)

 By, Pro Triathlete, Jackson Laundry. The 2021 Ironman 70.3 world championship in St. George will be my third crack at world's for the middle distance. I finished in the top 20 in 2017. That was a great result for me at that time. My 2019 World Championship ended with...

Rolf Prima Staff Profile: Brian Roddy

Name: Brian RoddyPosition: President, Owner, & Engineer  What are you currently pedaling? Give us the full kit! Sage Storm King-  gravel rig/ road bike Bontrager RoadLite built as a single speed I have a Tri bike for triathlons too… ...

Rolf Prima Staff Profile: Willy Reen

Name: Willy ReenPosition: Engineering What are you currently pedaling? Give us the full kit! Trek Checkpoint ALR 5 with custom color decals Hyalite Wheel Set rims and wheels hand-made by myself.

Rolf Prima Staff Profile: Jimmy Krigbaum

Name: Jimmy KrigbaumPosition: Production, Purchasing Manager, & Wheel Builder What are you currently pedaling? Give us the full kit!The daily driver is a Raleigh Furley set up single speed with Hyalite 25 650b’s and a basket. The fun bike is a Heller Shagamaw with all sorts...