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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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Serious partner with the PCA to support players' mental health

The Professional Cricketers Association (PCA) is to deliver groundbreaking game-wide educational workshops to all professional cricketers in England and Wales to address the role that social media plays in mental health, with 27 partner businesses joining forces to support the initiative. In response to an upsurge in PCA members reporting instances of online hate, seminars will be delivered to all professional squads from August onwards. The education will highlight the impact on mental health from abuse, overuse, and addiction to social media. The aim is to educate players on coping mechanisms and strategies. Sessions will be exercise-led, encouraging players to openly discuss the pros and cons of social media, and how various platforms affect their mental wellbeing. Each session will incorporate videos from current and former international and domestic players who openly discuss their relationship with social media whilst providing advice for their peers. An important topic in the context of the stresses and pressures of being a professional athlete in the modern era, highlighted by the shocking racial abuse England Footballers received after the Euro 2020 Final. Serious Cricket is one of 27 businesses that is helping to fund the player-focused initiative that hopes to have a positive impact on players' mental wellbeing. PCA Personal Development Manager Nick Denning said: “Whilst we acknowledge that social media can be hugely positive and powerful when used responsibly, it’s important that the PCA educates its members on the potential pitfalls and dangers that come with these platforms.  Sporting Chance are leaders in the field of mental health in sport, so expanding our relationship with them into educating members on the impacts of social media on mental health is a progressive step. I look forward to delivering this first-of-its-kind initiative with support from Sporting Chance and PCA partners.” Find out more about the PCA’s Personal Development and Welfare Programme.
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