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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Core 180x180


Serious launch brand new CORE teamwear range

The Serious Sport Group are delighted to announce the launch of the new Serious Core Teamwear Range which available now.  Built for athletes by athletes, this new range has been carefully constructed with industry leading DryCore technology ensuring you keep cool, dry and comfortable under the toughest of training conditions. Serious Sport Group Founder and Managing Director Neil Rider is delighted with the response to the new Core range "Working with over 1,000 sports teams and clubs has pushed us to design a brand new striking Core teamwear range that is stylish, modern and keeps the Serious range at the forefront of personalised sportswear. Built with performance fabrics throughout and styled for modern day teams, the Core range comes in a vast range of colourways to keep your team standing out from the crowd". Cricket, Football and Sport teams alike have taken the opportunity to update their existing club teamwear into the Core range which includes; training shirt, polo shirt, midlayer, hoodie, rain jacket, tracksuit bottoms, training pants & shorts.  Designed and manufactured by Serious, the new Core Teamwear Range is #BuiltFromWithin. Click here to view the new Serious Core Teamwear Range.  
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