Our Story

Here at Serious Country Sports, we live and breathe the countryside. It’s not just a passion, it’s in our DNA, and bringing quality, venture-ready gear to your fingertips is our commitment.

Our expertly curated selection of field sports gear and equipment is designed for those who demand quality, reliability, and performance. From serious fishing equipment to top-tier hunting apparel and tactical kit, we make tracking down the gear you need easy, so that you can make the most of your time in the wilderness.

So, whether you're casting a line at dawn, heading out on a hunting trip, or mastering the skills of bushcraft, we make sure you have the right kit to gear up and get out there.

Navigating Our Story

Every great pursuit has a story, and rooted in Northern Ireland, 2012 saw the start of Serious Country Sports and its commitment to offering the best in country sporting gear. With 2016 came change, as Serious Fishing branched out as a separate entity. Fast forward to 2024, and the acquisition by family-run retail group William Swindells Limited, who boast a 45-year heritage in country clothing, we’re now bringing everything back together under one net.

There’s trust in tradition, and although our Ballymena showroom is no longer open, one thing will always remain: our commitment to providing country sporting gear that’s always on the mark, now with even greater convenience and service.

Serious Country Sports: Your Trusted Country Sports Specialists

Professional or hobbyist, novice or expert, we believe every customer deserves honest advice and high-quality gear that’s built for the backwoods and crafted for the countryside. As country sporting specialists, we provide a diverse range of hunting, fishing, and shooting products so you can shop with confidence, knowing we’re as serious about the sport as you are.

When the countryside calls, we answer. Whatever your aim, we’re here to make sure you’re locked, loaded, and right on target when tracking down quality gear that’s the best, so you can be your best.

What Drives Us: Our Core Values

We understand the thrill of the chase, the patience of the perfect cast, and the excitement of a wild camp amongst the trees. Our passion for the outdoors drives us, and as a premier country sports retailer, delivering trusted quality and expertise is at the forefront of what we offer.

Our Core Values:

• Quality & Expertise: Products chosen for performance, durability, and reliability. Expertly curated, we carefully select every brand, and we only stock brands we trust.
• Seamless Shopping: Our online store makes it easy to find, browse, and buy premium outdoor equipment from the comfort of your home, with fast and reliable delivery straight to your door.
• Customer First: Exceptional service, expert advice, and a commitment to providing the best experience possible. Whether you're a seasoned sportsperson or just starting out.

Looking Ahead

Like country sports, we aim to preserve tradition whilst embracing innovation. As part of this exciting new chapter, we are relaunching the Serious Country Sports site on a brand-new platform, featuring an expanded product range for a wider selection of frontier enthusiasts.

Designed by employing cutting-edge technology for a better shopping experience, hunting for the perfect country-gear-catch is one of ease, convenience, and excitement.

You can browse our upgraded premium field gear range, with our continued promise to provide the best quality, value for money, and customer service.

Get Ready, Get Out There

Ready to pull the trigger on your next purchase? With Serious Country Sports, gearing up and getting out there has never been easier.

Explore our online store and discover top-quality fishing, hunting, and field sports equipment all in one place, and find the right gear to unlock your potential.

Let’s make every adventure unforgettable, wherever the wilderness takes you next.