As part of a regular monthly feature supported by 2XU (www.2xu.co.uk), Tri247 is going to be going up and down the country introducing you to the shops and staff that work hard to give you access to lots of triathlon goodies! So, if you haven’t been to your local shop this is the ideal opportunity to find out a bit more about them and pop in and say hello!

This month we are on the South Coast at Bournemouth meeting the boys at Primera

Primera is the leading specialist bicycle shop on the South Coast and caters for all disciplines of cycling from its two branches. The Bournemouth shop is the one for the triathlete to visit and is full of bikes, equipment and clothing from leading brands. In 2006 Primera became a dealer for Cannondale, Felt, 2XU and Cervélo, for whom they are UK's #1 dealer.

As well as operating two shops, the branch in Poole deals mainly with MTB and leisure bikes, Primera also operate an online web store. As well as being a virtual 'shop window' it's a great way to get access to the products if you aren't within striking distance of the bricks and mortar stores. There are always great deals to be had, some of their clearance bikes are 25% off!

Brands stocked include: Specialized, Cannondale, Trek, Cervélo, Dolan, Pinarello, Quintana Roo, Felt, Look, Colnago, Giant, Merlin, Litespeed, Orbea, De Rosa, Isaac, Kuota, Argon 18, Timex, Assos, Nike, Endura, Etxe Ondo, 2XU, Orca, Altura, Gore, Oakley, Rudy Project, Sidi, De Marchi, Biemme, Giordana, Giro, Bell, Briko, De-Feet, Louis Garneau, Sugoi, Speedo, Selle Italia, Polar, SRAM, Shimano, Campagnolo, Hope, Bontrager, Easton, Fulcrum, Zipp, Corima, Chris King, Cat Eye, Lupine, Continental, Michelin, Vittoria, Hutchinson, Fi`zi:k, Mavic

Primera have long been an active sponsor of both road and triathlon and their teams include well-known time triallers and triathletes such as Julian Jenkinson, Russell Kober, James Gilfillan, Lee Piercy, Bernie Shrosbree, Richard Iles, Joanne Iles, Erica Fogg, Simone Gater and Sarah Barrett. Between them, the team members picked up over 100 wins in events last year.

The shop has a full workshop for both builds and repairs and they offer a comprehensive bike fitting service - although we suggest that you don't start talking about transport of the four-wheel kind; Andy the mechanic is a rally driver...

Unusual facts: They once sold a bike to racing driver Nigel Mansell and the most expensive bike they have built to date cost £7,500 - now that's what we call a blinged-out machine!

For other shops in this series, see:

• Bike and Run
• Sigma Sport

For other shops in this series, see:

• TriSport Coaching UK
• Runaround Sports and Health
• Total Fitness Bath (TFB)
• Royles
• Total Fitness Nottingham (TFN)
• Bicycleworks
• Bike and Run
• Sigma Sport