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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Shop And Office Reopening Ss Sf 180x180



We are delighted to be announcing that our office and shop will be reopening from Monday 6th July following government guidelines and in the anticipation of more recreational sport resuming in the coming months. Please note we are reopening with a skeleton staffing structure and initially on reduced hours, please bear with us while we find our feet again:  Office: Monday - Friday: 10am - 2pm Shop: Monday - Saturday: 10am - 2pm Our online stores continue to remain open and orders are currently being fulfilled.  On behalf of all the team at the Serious Sport Group, we look forward to welcoming you back in time for the start of the most anticipated season of all time! Best wishes, Neil Rider Managing Director – Serious Sport Group
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