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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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Covid 19 Update Sport Jan21 Newssquare


COVID-19 Update: Lockdown 3.0

Following the news that we have entered national lockdown 3.0, our store and offices remain closed until further notice. We are still operating online so you can purchase your teamwear, clothing and equipment ready for the return of recreational sport. Please bear with us as we operate with a skeleton staffing structure.  Whilst the office remains closed, for any enquiries please contact sales@serioussport.co.uk and we will get back to you as soon as possible. Thank you for sticking with us throughout these uncertain times and we hope that you all stay safe and well. We look forward to servicing your sporting needs over the coming months. Best wishes, Neil Rider Managing Director – Serious Sport Group
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