Delivery Times Update: Due to increasing demand and production COVID bubbles, delivery times for personalised teamwear is currently 12-18 working days.

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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We're Back - Shop & Cricket Centre Reopening

We're delighted to announce that with restrictions lifting, our shop and cricket centre reopen on Monday 12th April with the following extended opening hours until 30th April: Monday - Friday: 9am - 10pm Saturday: 9am - 5pm Sunday: 10am - 4pm CRICKET CENTRE BOOKINGS Following Step 2 / Sport England Guidelines, please be aware that there are restrictions in place for 1-2-1 coaching & net hire: 1-2-1 Coaching:  - Small group coaching can only take place with players from the same household/support bubble.    Net Lane Hire: U18s - Net sessions can only take place with people from the same household/support bubble unless formally organised by a club, company, qualified coach or charity. - Maximum of 6 people per net lane. Adults  - Net sessions can only take place with people from the same household/support bubble. - Maximum of 6 people per net lane. If you already have a booking that does not meet the above requirements, please log in to your account where you can cancel your booking. This will place a credit on your account that you can use to rebook at any time once restrictions are lifted. Click here to read the full guidance and how we are keeping you safe at the Dummer Cricket Centre. ORDERING ONLINE If you're ordering online, please be aware that delivery times are slightly longer than usual due to increasing demand at this time of year and that our production team still need to work within their COVID bubbles to ensure the safety of our staff. Rest assured we are working around the clock to ensure we are delivering orders as soon as possible. Current lead times: Personalised Teamwear = 10-15 working days. Equipment = 3-5 working days. Finally, there is light at the end of the tunnel and we thank you all for your continued support and patience during what has been an incredibly tough year. See you in the middle!
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