Prima performance is for weekend loops, alpine passes and midweek blasts ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏

0% Finance on orders over £560

Because going fast doesn't mean going for broke
Prima proves you don’t need carbon to go fast. Crafted from high-end 7046 alloy; it's lighter, stiffer, and tougher than standard frames. Race-level performance with a smoother ride and a smaller environmental impact. From club rides to crits to chasing your own best times, Prima rewards every watt you put in. Built in the UK with serviceable, future-proof components: it's the smarter way to go faster.
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Prima in action

Pitch it. Don't miss it. Tent clearance now on.
From solo wild camps to family weekends away, the right tent turns a night outdoors into a lifetime memory. Our sustainably made, high-quality tents are built to handle season after season - and right now, they’re available at clearance prices. Find the one that fits your adventures and get ready for summer camping trips and beyond.
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Carbon neutral? Yes. Officially done? Not even close.
We’re officially carbon neutral - but that’s just a milestone, not the finish line. We’ve cut our direct emissions by 46% (8 years ahead of target), switched to renewables, and verified every step of our process. What’s left, we offset - but our real goal is near-total decarbonisation. From eliminating virgin oils to making long-lasting, repairable kit, we’re building gear that works for years, not seasons. Because protecting the outdoors means reducing our footprint - for everyone, for the long run. Find out how we're tackling our carbon footprint in our Sustainability Report.
An Optimist Manifesto

Our Founding Principles
| We're proud to be a certified B Corp |