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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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Serious Football joins forces with Woodley United FC


Serious Football and Woodley United announce Official Partnership

Serious Sport and Woodley United FC have announced an Official Partnership for the 2015/16 Season. Serious Sport will exclusively supply teamwear from the Macron range and leisure wear from their own Serious Sport brand for the club’s forty plus teams. The agreement supports a club goal of developing a recognisable brand for football in the town of Woodley. As part of the agreement club members and supporters will be able to purchase club kit via the club’s dedicated online store, accessible through www.woodleyunitedfc.co.uk website. To promote the launch of the partnership, Serious Sport displayed a range of the clothing incorporating the new club’s newly designed badge at the club’s stall at Woodley Community Carnival that was held at the Memorial Ground, Woodley during the afternoon of Saturday 13th June 2015. Neil Rider, Managing Director of Serious Sport added, “We are delighted to become the official clothing supplier to Woodley United FC, and over the next three seasons we are confident we can kit them out in our high quality ranges, making them not only look the part but helping them to achieve their forward thinking ambitions both on and off the field.”  In announcing the agreement Dave Pickup, Woodley United’s Chairman said “The merger of Woodley Hammers and Woodley Town with Woodley United, and the reformation of Woodley United as a limited company makes the new football club one of Berkshire’s largest with nearly 50 teams. We are delighted to be working with the UK’s number 1 supplier of customised kits and team wear. We look forward to a strong relationship with Serious Sport forged on exceptional quality, value and customer service.”
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