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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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Sport Football Covid 19 Update Newsstory180x180


COVID-19 Update: Still operational online

As I’m sure you are all aware by now, we will have to close our doors on Thursday 5th November. We have loved every minute of being open over the past 3 months even through all the restrictions that we have had to put in place. It has been great to see our production staff proudly producing lots of wonderful team garments for you all to wear. The government guidelines now mean that we will have to once again close our shop and offices to the public, but we will still be operating online so that you can purchase your teamwear, clothing and equipment. We will continue to process, manufacture and dispatch all orders over the next few months as quickly as possible so that our loyal customer base can continue to shop through the winter for all the essential items and bespoke personalised Christmas presents for the family, so that when the Country bounces back on the sports pitches, everyone is geared up and ready to go. Please bear with us as delivery times may be slightly longer than you are used to. Thank you for sticking with us over the past few months and bearing with us through all the changes. On behalf of all the team here at Serious, stay safe and we look forward to serving you online and welcoming you back to the shop in the future.   Best wishes, Neil Rider Managing Director – Serious Sport Group
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