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Built Right. Here.


Welcome to Rolf Prima.
Building every wheel by hand in Eugene, Oregon, USA.

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Built Right. Here.


Welcome to Rolf Prima.
Building every wheel by hand in Eugene, Oregon, USA.

Take home Gold !

The Rio Olympics may have come to a close, but that does not mean you can't still bring home Gold. 

For a limited time and in limited quantities we are offering some of our most popular models in a special edition Gold - so bring home your very own Gold wheelset. Contact your local Rolf Prima dealer today.

Ballistic Armor Coated Gold hubs and matching Gold decals - all at a limited special price through the end of August. Choose from our Vigor, Ares, TdF, Tandem, Alsea or Hyalite wheel families.

 

We build the wheels we want to ride. 

Each wheel we hand-build at Rolf Prima starts with a carefully engineered design and the best materials and custom-spec parts. Then we beat the hell out of them.

Machine testing to ensure lasting durability. Aerodynamic testing to reduce drag. Field-testing by riders who might do a quarter-mile faster-than your old Oldsmobile Vista Cruiser.

You could say we thought the process through. But it's not just the process and materials. It's the people we go to work with every day in Eugene, Oregon. 

No, we're not wheel manufacturers. We are all cyclists. We are craftsmen. We are perfectionists. We build the best wheels in the business because we're doing what we love—both in the shop and on the road or trail.  What can we build for you?

US Manufacturing. We build by hand - right here.

We know building wheels by hand is not the fastest way, but we do know its the best way.  Meet the people behind the wheels. Meet all of us.

Bumps in the road? Yes, please.

Sure, we ride hard, but you should see what we do to our wheels in the test lab to ensure they’ll keep rolling for you, too. See how.

We can't drop the engineers.

Our engineers are always testing out new ideas - ways to make our wheels lighter, stronger and faster. Then they drop us on the group rides, using our newest technology. See for yourself.

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Live to Ride. We do.


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Live to Ride. We do.


The Latest Scoop

REVIEWS, RACE RECAPS, NEW PRODUCT RELEASES AND MORE

Red Kite Prayer recaps the Oregon Gran Fondo

"I lined up nearly at the back with Rolf Prima‘s lead engineer, Joel Wilson, a guy as nice as he is fast." - Patrick Brady of redkiteprayer.com

Read more .. ..

Rolf Prima Factory Team

JOIN THE PEOPLE WHO RIDE ROLF PRIMA

Ride. Race. Repeat. From grassroots to full-on pro, Rolf Prima has sponsorship opportunities in road, triathlon, mountain bike and cyclocross.

Just getting into riding or are you someone who puts in 300+ miles a week? We are looking to expand our factory team.

Athlete of the Month

Kate Bevilaqua

Nickname: Beva

The recent winner of the Ultra520 Canada and a three time Ironman Champion, Kate first went pro in 2006 and never looked back.  With countless podiums and top ten finishes around the globe, Kate is unstoppable, Kate Bevilaqua

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The Wheel Advisor


YOU ANSWER A FEW QUESTIONS.
WE SUGGEST A GREAT WHEEL.

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The Wheel Advisor


YOU ANSWER A FEW QUESTIONS.
WE SUGGEST A GREAT WHEEL.

LET'S GET STARTED