History PicsBails

Serious Sport is a Hampshire-based company, born of a love of sport and the vision to deliver specialist sportswear and equipment in very short lead times. Founded by brothers Neil and Simon Rider, both are sports enthusiasts with a particular talent for cricket.




Neil, the company’s MD, played cricket throughout his youth reaching Minor Counties Level and making England Under 17 trials alongside the likes of Andrew Flintoff, and Alex Tudor. On moving to the coaching side of the game, he became the youngest Development Officer for the ECB, and subsequently Manager and Assistant Coach of the Ashes-holding England Women’s Team between 2003-2007.


Simon, Operations Manager, played County Cricket for Suffolk too (U10 to U17). A right-handed batsman, he once managed to bowl someone out despite suffering a broken finger. Simon's love of sport carried through to his education, studying Sports Engineering at university.

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Covid 19 Update Homepage


COVID-19 Update

At Serious Sport we are fully committed to the implementation of the latest Government guidelines with regards to the COVID-19 outbreak as the safety of our staff and customers is our top priority.  As we are based in a leisure centre, we have made the decision to close with immediate effect. Our website will stay open during this period and we will dispatch orders as and when possible. Any customers with bookings or orders with us will be notified in due course as to how they will be processed moving forward. We wish all of you well in these uncertain times, and hope that you all stay safe and well. We will be here for you when you are ready to return to a sports pitch, in the not too distant future. Best wishes, Neil Rider Managing Director – Serious Sport Group
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