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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 Cricket Try Before You Buy 2016


Serious Cricket Try Before You Buy 2016

Serious Cricket recently hosted its biggest ever ‘Try before you buy’ cricket equipment show at the Dummer Cricket Centre, where this year’s top attraction was former England batsman Mark Ramprakash. His present role, having retired from playing professional cricket 4 years ago, is now as the batting coach to the England team and Mark was delighted to come along to offer some coaching tips to the cricketers while they tested the latest equipment supplied by most of the major manufacturers. With the T20 shorter playing format of cricket increasing in popularity, many of the bat makers are designing their products with big hitting in mind. Having the chance to face the bowling machines with a chunky piece of willow in hand allowed players a better, more informed decision on the bat’s suitability.
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