Go Find Spring

In Our Favorite Early Season Ride Destinations

The Legacy Continues.
Under New Ownership

Rolf Prima, Now Owned By White Industries

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Breathe New Life Into Your Ride

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HUBS: THE CENTER POINT OF SPEED

Fast wheels spin on precision hubs.

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THE PRIMA LIFE

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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...

Rolf Prima Staff Profile: Lilli Parsons

Name: Lili ParsonsPosition: Wheel Builder What are you currently pedaling? Give us the full kit! I ride a soma double cross disc with friction shifters. It is a 2x11 drivetrain with mixed newer components and vintage components. Along with surly moloko bars and Shimano...

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