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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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Shop And Office Reopening Insta



With International Cricket commencing next week and domestic cricket starting again from the 1st August, we are delighted to be announcing that our shop and office will be reopening from Monday 6th July following government guidelines and in the anticipation of more recreational cricket resuming later in July. Please note we are reopening with a skeleton staffing structure and initially on reduced hours, please bear with us while we find our feet again:  Shop: Monday - Friday: 10am - 2pm  Saturday: 9am - 12pm Office: Monday - Friday: 10am - 2pm Our shop is fully stocked with all the latest equipment so beat the rush and come down to get your kit bag ready. Our online stores continue to remain open and orders are currently being fulfilled.  Unfortunately, the cricket centre remains CLOSED to customers until further notice. On behalf of all the team at Serious Cricket we look forward to welcoming you back in time for the start of the most anticipated season of all time! Best wishes, Neil Rider Managing Director – Serious Sport Group
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