29/07/2026
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
