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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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It's back... Try Before You Buy 2018

Try Before You Buy 2018 at the Dummer Cricket Centre It's that time of year again where cricketers all over the country start to focus their attention towards the new season and there is no event that marks the start of pre-season preparation like the Serious Cricket Try Before You Buy. Anyone thinking about upgrading their cricket gear should pencil Saturday 10th March (9am-2pm) into their diary. Moving into its 6th year, this year's 'test drive' will once again be held at the Dummer Cricket Centre, near Basingstoke, where we are offering the opportunity for cricketers to sample the latest cricket bats, pads, gloves and helmets. The event continues to grow year on year and has proved popular with followers of the leading manufacturers and the high profile players that use them. Last year's event saw England all-rounder Liam Dawson join us and assist cricketers with their choice of equipment.  Gunn & Moore, one of the more prominent manufacturers, are providing the services of England World Cup Winners Anya Shrubsole & Sarah Taylor. Both have had quite the year with Shrubsole becoming the first woman to appear on the cover of the Wisden Cricketers' Almanack and first women's cricketer to be nominated for the Sports Personality of the year award after she took five wickets in 19 balls in the World Cup final.  The international superstars will be on hand to assist cricketers with their choice of equipment as well as offering tips to improve their game. There will also be a meet and greet area set up on the day for anyone who would like to personally meet Anya & Sarah with a professional photographer on hand to take photos.  Michael Cook, Serious Cricket shop manager and equipment purchaser, said: “Once again our Try Before You Buy day has continued to grow in popularity year after year. Last year was our best attended so far and the feedback back from both the public and manufacturers was that this was a fantastic opportunity for all concerned. We are also very excited to have current England International Cricketers and World Cup Winners Anya Shrubsole & Sarah Taylor supporting the day. Many cricketers come to our shop looking to upgrade or renew their equipment. Quite often they will be youngsters moving on from softball cricket keen to buy their first English willow bat to use against a hardball. No matter what level of cricket you play, the try before you buy day offers our customers a more informed decision and gives them greater confidence in choosing the products we stock.” You are cordially invited to attend the above event at the Dummer Cricket Centre, Dummer Down Farm, Basingstoke, RG25 2AR. IF YOU HAVEN'T ALREADY, CLICK HERE TO REGISTER! If you have any queries you can call Michael Cook on 01256 398633 or email michael@serioussport.co.uk  
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