PRIMO Cycles

A new chapter for Pedal Revolution.

We’re delighted to announce that Pedal Revolution has been acquired by PRIMO Cycles and is now part of the PRIMO group.

Pedal Revolution will continue trading under its existing name, with the same team and the same commitment to looking after cyclists across Norwich and Norfolk.

Over the coming months, we’ll be investing in the store, its workshop and its stockholding—building on everything Pedal Revolution has established while giving the team the support and resources of a growing independent cycling group.

The acquisition brings together four locations across East Anglia:

📍 Pedal Revolution, Norwich
📍 PRIMO Cycles, Jesus Lane, Cambridge
📍 PRIMO Cycles, Grand Arcade, Cambridge
📍 PRIMO Cycles Ride Experience, Thetford Forest

For me personally, this is a genuinely exciting step. Pedal Revolution is a respected business with a strong history, and I’m looking forward to working with the team and its customers as we begin its next chapter.

Thank you to everyone who has already welcomed us. There’s plenty more to come.

Stephen
PRIMO Cycles

EastAnglia IndependentBikeShop Cycling

We’re growing, and we’re looking for someone special to join the PRIMO Cycles team.
If this sounds like you—or someone you’d love to work with—we’d love to hear from you. Send your CV and a few words about yourself to:
✉️[email protected]

Cambridge BID Grand Arcade Cambridge Independent

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Looking for some summer work? Get in touch with our team for some great open air roles
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