Judith launched Primal here in the U.K. in 2011 whilst bringing up two children and a husband away in the Military, like any true entrepreneur Judith took her opportunity with both arms leaving her job and immediately launching a brand into an already busy sector. Since then Primal has grown year on year finding its own place with a loyal fan base across Europe. Judith has remained actively involved with the business, ensuring that not only does it have high-quality garments but innovative products including the new E Sport Bib short and local advocacy including litter picking campaign in the local woods. Judith has been at the forefront of developing female business and sports people firstly heavily involved with a women’s cycling team before sponsoring Welsh Cycling. Judith is one of the senior and respected women in the industry working diligently and efficiently whilst supporting women across the industry.