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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Thank You Nhs 180x180


Serious Cricket clubs help raise over £1200 for the NHS

Serious Cricket are delighted to announce that with the help of our contracted cricket clubs, we have raised a total of £1272 for the NHS Charities Together COVID-19 Appeal - supporting NHS staff and volunteers caring for COVID-19 patients. Back in July when the government announced the return of recreational cricket, Serious Cricket designed a 'Thank You NHS' cricket training top which was uploaded to all of our contracted cricket club team stores online for purchase. Training tops were personalised to each individual club with their logos and any additional text required with 100% of the profits going to the NHS Charities Together.  The campaign lasted until 31st August with over 400 training tops sold up and down the UK. Tom Mahoney, Serious Cricket Marketing Manager, said,  "We have been blown away by the support of our contracted cricket clubs in helping us raise money for the NHS with this campaign. I think I speak on behalf of the whole country when I say how thankful we are to the NHS for the amazing work they have been doing in keeping the country safe during this pandemic. Seeing all the pictures of clubs proudly wearing their 'Thank You NHS' training tops around the grounds this summer just goes to show how great the cricketing community is".  To date, the NHS Charities Together appeal has raised over £130,000 and we are pleased to be able to pass on our contribution from the #TeamSerious family.
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