Prima end of line sale. 50% off race-ready road performance.

Prima proves you don't need carbon to go fast.

Crafted from high-end 7046 aluminium, we designed Prima to give carbon-level road riding performance at a fraction of the price.

Light, stiff and with a smoother ride, improved durability and a smaller environmental impact.

Right now, we're making space in our Sonder warehouse for upcoming models, with 50% off all Prima builds while stocks last.

Save up to £1500, with builds from £949.

Be quick...when they're gone, they're gone.

Explore Prima

Recommended build

Prima Al 105 Di2

£1,299 was £2,599

Custom built to order. Be riding next week.

Customise yours

Smarter. Sharper. Faster.

Custom built to order. Be riding next week.

Explore Prima with 50% off

Watch Prima in action.

Cycle to Work

Save through salary sacrifice with Cycle to Work and make your dream setup more achievable.