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.

UK's No1 Personalised Cricket Clothing Company

Find your club
and purchase your team kit

Gift Vouchers

Can't decide? Or want to give the Christmas gift of choice?

Buy now,
spend later.

Find out more

Team Store Set Up

Easy step-by-step process to set up your own personalised team store

Sign Up
Year In Review 2016 180x180


2016 Year in Review

It's that time of year again as we say goodbye to 2016 and hello to 2017. Lets take a look back at what has been an extremely successful and busy 12 months at Serious Cricket: JANUARY 2016: Official launch of the ECB's NatWest #U19T20 Competition at the Dummer Cricket Centre with special guests; England superstar Jason Roy and Sky Sports Presenter Matt Floyd. FEBRUARY 2016: Serious Cricket Launch Technical Clothing Range that features innovative S-Tech technology that provides softness and comfort through mechanical stretch as well as perfect moisture management to keep you dry and warm during training. MARCH 2016: Serious Cricket hosted its biggest ever ‘Try Before You Buy’ Cricket Equipment show at the Dummer Cricket Centre. This year's top attraction was former England batsman Mark Ramprakash who was delighted to come along to offer some coaching tips to the cricketers while they tested the latest equipment supplied by the major manufacturers. APRIL 2016: Serious Cricket welcomed England T20 Specialist Power Hitting Coach Julian Wood to the Dummer Cricket Centre. Julian delivered several specialist batting workshops to those future T20 stars. April also saw the end of the 2015/16 Serious Cricket Indoor League Season. Congratulation to the following winners: Premier Division - Hook Hammers Division 1 - Hook Wanabees Division 2 - Yateley Villagers Division 3 - Crown Jewels Division 4 - Ropley MAY 2016: England Legend and friend of Serious Cricket Charlotte Edwards announced her International retirement. Charlotte would then go on to captain the Southern Vipers in the Women's Super League competition. May was also the month that saw the #U19T20 competition get underway in which Serious Cricket are the approved teamwear & equipment supplier. JUNE 2016: A month of celebration as Lindal Moor CC unveil their fantastic new pavilion whilst Peppard Stoke Row CC win the T10 competition at Oratory School.  JULY 2016: Serious Cricket announced four-year partnership with Kia Super League team the Southern Vipers to become the official kit supplier. The competition featured six teams (Southern Vipers, Surrey Stars, Lancashire Thunder, Loughborough Lightening, Western Storm and Yorkshire Diamonds) with the Vipers kicking off their season against the Surrey Stars on the 31st July. AUGUST 2016: Another hugely successful month for #TeamSerious: Southern Vipers crowned Kia Super League Champions Berkshire County Cricket crowned Unicorn Counties National Champions Barnt Green CC - U15s National T20 Champions Broadstairs CC - U13s National T20 Champions Serious also announced another exciting partnership with the England & Wales Cricket Board, this time becoming the approved clothing supplier for the National Club T20 Championships. SEPTEMBER 2016: Finchampstead CC are crowned winners of the Serious Cricket T20 Festival in La Manga Spain. Teams were lucky enough to be joined by former Ashes winner Chris Tremlett who was on hand to answer any burning questions whilst offering players some tips and advice. Swardeston CC crowned NatWest Club T20 Champions Southill CC crowned Bedfordshire County T20 Champions Gunn & Moore launch the 2017 #LSweet range alongside Gray Nicolls, both of which have proven hugely popular both online and in-store. OCTOBER 2016: Blagdon Park Young Bulls are announced as the #U19T20 Club Of The Year. Our followers voted Sapphire Blue/Navy as their favourite #T20 match shirt design which will be introduced into the range for the 2017 season. NOVEMBER 2016: ​Serious Cricket highly commended for best use of technology at the Solent Business Awards. Serious Cricket announce new partnership with The Wollen Michelmore South Devon Youth Cricket League to help offer youngsters the opportunity to experience cricket in a whole new light in 2017. Kookaburra & New Balance launch their new 2017 ranges which have now been joined by Aero, Chase, Puma, Masuri, Newbery, Salix, Asics, Hunts County, Ton & SS. DECEMBER 2016: Hampshire Junior Squads begin their Winter training. Serious launch 12 Days of Christmas online equipment campaign, offering huge levels of discounts.    HAPPY NEW YEAR to all members of #TeamSerious! H​ere's to a healthy, happy & successful 2017!
Read more

Get a quote

For a no obligation quote for your team kit

Find out more

Sign up for updates

Sign up to receive occasional news of our latest deals, new ranges and more!

Popular Products

Popular Brands

Kookaburra Kryptonite

Exclusive to Serious Cricket

Find out more

Need Coaching?

Contact us & improve your game

Find out more

Latest Video