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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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Dear Team Serious, I am pleased to be able to inform you that as of the 2nd of June we will be re-opening our website fully for online orders. Behind the scenes we will be complying with all the necessary government guidelines to enable our customers to place their orders now in anticipation that we will hopefully see a return to recreational sport later this Summer, and for those who are already training with your clubs. Please bear with us as the orders are likely to take slightly longer than normal to dispatch as we only have a few of our dedicated team in manufacturing and dispatching at this point. As we get closer to the start of the season we will scale this up accordingly. In the meantime our retail outlet and offices will remain closed to customers, and we will not be offering a click and collect service at this time. As the lockdown continues to relax we will inform everyone once these services are back and available. I would like to also take this opportunity to thank you for all the kind messages of support we have had throughout this difficult period. We look forward to being able to service you and your teams once again. Best wishes, Neil Rider Managing Director – Serious Sport Group
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