Primal’s Dave Edwards named El Tour’s Dedication Recipient for 2026

Dave Edwards is a longtime fan and participant of El Tour de Tucson. He’s been a dedicated sponsor and merchandiser. Of course, he’s a big-time cyclist.

Because of all that and his loyalty to El Tour, he’s been named the Dedication Recipient for the 2026 El Tour set for Nov. 21, 2026.

“I could not be more excited about naming Dave Edwards of Primal as this year’s El Tour de Tucson Dedication Recipient,” said TJ Juskiewicz, El Tour’s executive director. “I have known Dave for over 20 years, and he has been the most supportive leader in the bike industry regarding cycling events throughout the country.  Dave and Primal have supported all of our El Tour events for decades as well as personally coming out to Arizona and participating in them.  Dave is a great leader and a great friend to cycling!”

Edwards, 64, is the President/CEO of Primal Wear, cycling’s premier apparel provider. Their kits can be found all over the world, including El Tour events.

“My involvement (in El Tour) directly relates to Primal’s involvement. El Tour has stood out as one of the premier Gran Fondo’s in the United States,” Edwards said. “We work with hundreds of events across the country, and El Tour is one of them. It’s one of a kind. What it does – with the community and the overall rider experience – helps first time riders and experienced riders get a taste of what racing is like.

“Across the years it’s been out there, it’s been part of the landscape of cycling in the country and at the forefront of cycling. It gets a lot of attention and a lot of people on bikes. And that’s the name of the game.”

It fits Primal’s thoughts: “We believe in cycling as a positive influence globally and are dedicated to increasing the number of people that choose cycling as a means of recreation, environmental conservation, and health.”

Edwards has ridden in a number of El Tour events, including El Tour de Mesa, Tour de Scottsdale and Tour de Zona.

And his signature black van – with all the merchandise a cyclist would ever need – is a staple at all El Tour events.

“It’s been a great partnership, relationship,” he said. “It started with (El Tour founder) Richard (DeBernardis) and has continued with TJ, who has added an element to the event that was missing. And the board has made significant progress with everything, just raising its game with everything it’s done and how it’s represented.”

El Tour appreciates that and so much more. Edwards’ consistent presence at events.

Steve Morganstern, El Tour’s board chairman, said Edwards is a “caring individual and fun to be around and loves what he does for the cycling community.

“He’s shown great dedication to El Tour over the years,” Morganstern said. “His dedication and his trust in the organization would come back around in its new image and his willingness to help us grow to level we have never seen before is much appreciated.”

Edwards started riding a bike in 1989 and racing in 1990. He started Primal in 1992 “as a direct result of me riding,” he said.

As for Primal, he started small and worked out of his house in Colorado. He left his job and went full-time with Primal in 1994.

The last two times he rode in El Tour, he finished in the top 100 in the 102-miler.

“I still have some racing ability in me,” he said.