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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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Try Before You Buy 2019

Try Before You Buy 2019 at the Dummer Cricket Centre Our annual Try Before You Buy event returns once again just at the time when cricketers all over the country start to focus their attention towards the new season. There is no event that marks the start of pre-season preparation like the Serious Cricket Try Before You Buy and anyone thinking about upgrading their cricket gear should pencil Saturday 9th March (9am-2pm) into their diary. Our Try Before You Buy event now runs into its 7th year at the Dummer Cricket Centre, offering customers the opportunity to sample and test the latest cricket bats, pads, gloves and helmets from all leading manufacturers including; Gunn & Moore, Kookaburra, Gray Nicolls, New Balance, Adidas, Newbery, Chase, Hunts County, Salix and Masuri.  As well as being able to test all the new equipment ranges in our net lanes, customers will be able to seek expert advice from all the manufacturers with free tips and pointers also available from our ECB Level 3 Coaches. There will also be a special discount on all equipment purchased during the day. Try Before You Buy is now an event that is recognised around the country and has proved popular with followers of the leading manufacturers and the high-profile players that use them. Last year we were lucky enough to welcome England World Cup Winners Anya Shrubsole & Sarah Taylor who were on hand to assist cricketers with their choice of equipment as well as running several masterclass coaching sessions. There was also a Q & A followed by a meet and greet which proved incredibly popular with customers. Michael Cook, Serious Cricket shop manager and equipment purchaser, said: “Try Before You Buy is back again and we are always blown away by how popular the event has now become. This event is a must attend if you’re looking to upgrade or renew your cricket equipment because whether you’re a youngster moving into your first English willow bat, or a seasoned veteran looking to upgrade your kit, there is no better way to make an informed decision than by physically testing the kit out in our net lanes. With expert advice on hand from both our staff and the manufacturers, our Try Before You Buy gives our customers greater confidence in choosing the products we stock” Serious Cricket Try Before You Buy 2019 9th March 2019 | 9:00 – 14:00 The Dummer Cricket Centre, Dummer Down Farm, Basingstoke, RG25 2AR IF YOU HAVEN'T ALREADY, CLICK HERE TO REGISTER FOR OUR FREE EVENT! If you have any queries you can call Michael Cook on 01256 398633 or email michael@serioussport.co.uk
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