Primera Sports Reviews 

Primera Sports, located on Charminster Road in Bournemouth, shut its doors and ceased trading as of 27 Aug 2026.

Really disappointing experience. I ordered a bike pump on 30th July, but nothing arrived. When I called a few weeks later, I was told it was out of stock but should be back in stock the following week. I waited, but still received nothing.

I called again today, only to be told that the item hadn't actually come back into stock. I asked for a refund and pointed out that, while things don't always go smoothly, basic customer service would have been to A) apologise and B) keep me updated rather than leaving me to chase it up.

The advisor did apologise and said the refund would be processed once the person who could action it was back later today.

Fingers crossed the refund actually arrives. Overall, very disappointing communication and customer service.

I took my 2025 haibike allmoutain 6 in for its 1st service today, I can honestly say the service was 1st class, they changed both front and rear tires under warranty, the new tyre set up with tubeless rims and a premium upgrade to original factory fitment was an added bonus, the staff are extremely knowledgeable from front of house sales to the mechanics working back of house,they kept me informed on progress throughout, this is my second e bike purchased through primera, when I come to get my next bike I won't hesitate to return, well done guys happy customer 👍

I’ve used Primera for over 20 years now and it’s probably about time I wrote a review for them. Over the years they have been extremely helpful. I don’t go there very frequently. However, last time I managed to break my bike their customer service really was above and beyond. I took my bike into the shop in my lunch hour and they told me they couldn’t do it that day as they would probably need to order parts, they gave me a rough quote and I asked to leave my bike there and pick it up after work because my lunch hour was coming to an end.
When I went to pick it up after work, one of the guys there had spent a considerable amount of time sourcing parts and had managed to completely fix my bike. That really is great service and I’m extremely grateful. Many thanks to the team.

Ordered the Scott Contrail 200 kids' bike for my daughter and it arrived on day two, which was already impressive. What really won me over was how well-packaged and prepared everything was — an Allen key was included right in the box, which is a small touch that makes a big difference.
I'm not someone who's handy with assembly at all, but I had the handlebars and pedals on in under 10 minutes. Brakes were already adjusted, tires were inflated and road-ready. Basically just bolted two things on and she was ready to go.
Genuinely one of the smoothest purchase-to-riding experiences I've had. Highly recommend this company.

I am writing to express my sincere gratitude and appreciation for the exceptional service I recently received from your team at Primera.
From the outset, the sales team were absolutely outstanding. Their knowledge and passion were evident in every interaction—they demonstrated an impressive understanding of every component of the bike in remarkable detail. It genuinely felt as though they could have told us even the origin of the paint colour! This level of expertise gave us great confidence in our purchase.
Unfortunately, through no fault of your team, the bike we initially selected proved not to be suitable for our needs. When we raised our concerns, Clive, the manager, responded with genuine understanding and empathy. He was clearly disappointed on our behalf and immediately set about finding a solution.
What followed truly exceeded our expectations. Your team went above and beyond to resolve the situation, ensuring we were fully satisfied with the outcome. The level of care, professionalism, and commitment to customer satisfaction was nothing short of five-star service.
We are absolutely delighted with the resolution and would not hesitate to return to Primeria in the future. We will also be recommending your business to friends, family, and anyone seeking expert advice and outstanding customer care.
Thank you once again for such a positive experience.

What a great experience from start to finish vinces knowledge of bikes made choosing my bike a breeze .
He explained everything I needed to know about the bike , all the team are very welcoming nothing is to much. I would recommend Primera to everyone.

Brilliant local bike shop, staff are always so welcoming and absolutely know their stuff. They all go the extra mile to help out and make the experience of buying a bike or equipment, a special one. Would thoroughly recommend.

Got a great deal on the new bike but what I didn’t expect was a bike fit as well. Thanks Vince and Clive for brilliant customer service.

Had a puncture in a rear tyre, asked for it to be fixed, but they didn't check for the glass fragment in the tyre. So a few streets down. the road the new inner tube was leaking again. It was evening so we got help from a friend close by, and found the glass. When we complained the next they did even offer a new inner tube.

Can’t praise this shop enough for their knowledge, helpfulness and efficiency.

I bought my e-bike from Primera Sports back in March 2023 and, from day one, their customer service has been nothing short of exceptional. Early on I had a couple of issues with the dropper post, and despite living a few hours away, the team were more than happy for me to get it repaired locally while they covered the cost. That alone showed how much they value their customers.

Fast forward to three weeks ago when my motor suddenly stopped working. It showed signs of water ingress and threw up an error (513001 Drive Unit Error – cadence sensor fault). My motor is around 8 months out of warranty, so naturally my local bike shop told me Bosch wouldn’t do anything. They said my only options were a £200+ overhaul or a completely new motor.

Figuring it was worth a shot, I reached out to Primera – and I’m so glad I did. Darren, who I dealt with throughout, couldn’t have been more helpful. He was reassuring from the start, explaining that Bosch are known for good will gestures and promising to see what they could do. He ran a full diagnostic, handled all communication with Bosch, and kept me updated every step of the way.

Three weeks later, I got the news: Bosch are sending me a brand-new motor, completely free of charge. Primera handled the whole process smoothly and professionally, and Darren’s support and communication made the whole experience stress-free.

If you’re looking for a bike shop that genuinely cares, goes above and beyond, and treats customers the right way, I cannot recommend Primera Sports Bournemouth highly enough. Huge thanks to Darren for all his help – they’ve earned a customer for life.

I like their equipment for cycling. 2 years a happy customer.

October 2025, I bought a Pinarello Dogma F from Primera Sport. In my experience the service was world class. After a poor experience with direct to consumer German brand, dealing with Primera Sport, and Clive in particular, has proved to be a breath of fresh air . Sadly, in toddy's world a "can do" service is rare to find, it seems not at Primera sport.

Additionally, when compared to others, the product price was very competitive so all in all a great experience. In future, for all things cycling, I shall not be shopping elsewhere without first checking with Primera Sport.

Stuart Whitehead - Clitheroe.

I picked up my new Merida this morning. Usual first class service with a smile from Clive and the team, excellent bike fitting. Sold me the perfect bike for me. PLEASE keep our local superb bike shop open by buying from them not the web!!!

I bought my e-bike about 6 years ago from Primera. I wanted a service to ensure my bike keeps working well as it is great. I had a silver service after great communication with staff via e-mail. After my bike was serviced, it came back as good as new. Looking forward to riding my bike on drier days. Very good and trusted people. A recommended business for me.

Made a shortlist of aero road bikes I fancied for doing triathlons and contacted most of the stores in the area to see what they could do and recommend. The team at Primera were instantly the most helpful by quite a margin and within a week I was the proud owner of a Scott Foil. You’d normally expect that to be end of service but actually it was just the beginning. I’ve been back twice to get the saddle and handlebars expertly positioned by Vince exactly where I need them, at no extra cost, plus they have been liberal with their time and advice. Extremely competitive pricing and value for money, especially considering the high level of customer care and expertise received. Highly recommend!

Wow Just Wow, what a great experience, The bike fit by Vince was top class, and Clive was brilliant in giving me the options, I can't recommend these guys enough,

Recently purchased a merida reacto, I choose Primera due to price and was not disappointed, had conversations over the phones with queries and 48hr delivery. The bike came pretty much fully assembled and was well packaged. Very pleased and would highly recommend.

After shopping around online for the specific make and model of road bike I wanted, I went to Primera based initially on them offering the most competitive price. Often low price means low service, but Primera have been great from the start. Knowledgeable, efficient and very clear in explaining options etc relating to the purchase I made. I'll absolutely buy from them again!