Cheeky Fishing: Championing Conservation Through Gear, Community, and Education
We’re excited to shine a spotlight on Cheeky Fishing, a passionate leader in the world of affordable, high-performance fly fishing gear. Since its founding over 13 years ago, Cheeky has redefined the industry by creating accessible, durable, and stylish products for anglers of all backgrounds. From their vibrant designs to their commitment to conservation, Cheeky champions not only the sport of fly fishing but also the protection of the rivers anglers love. Their support of Science on the Fly is a natural extension of their mission—working alongside us to drive science-based conservation efforts, raise awareness of critical water issues, and empower anglers to make a tangible impact on the health of our waterways. In this blog post, we take a deep dive into Cheeky’s mission, their strong ties to the rivers they call home, and their unwavering dedication to environmental stewardship. Join us as we explore how Cheeky’s innovative approach to fishing gear and conservation is making a real difference in the fight to protect our rivers.
Garrison with a big brown caught with a Cheeky reel.
We’d love for you to give some background on Cheeky Fishing!
More than 13 years ago, Cheeky Fishing decided on another way to make fly fishing equipment. We were sick of seeing overpriced and uninspired gear. From the beginning, we have focused on lowering the barriers so anyone can fall in love with fly fishing.
Cheeky Fishing is a leader in high performance and durable products providing wallet-friendly, smart solutions for fly anglers. We brought vibrant color, sleek design, and the smoothest drag on the planet to the sport, and didn’t stop there. We make products for everyone, no matter who you are or the size of your wallet. We champion the DIY angler and the waters they fish.
The principles of inclusion, education, conservation and problem-solving are pillars which encompass every aspect of Cheeky, from our product development and social media presence to our top-tier customer service and office culture.
We fish with a purpose, we have loads of fun, and we are, well... undeniably Cheeky.
Where is Cheeky based and does it have what you would consider a “home river”?
Cheeky is based out of North Adams, Massachusetts, with offices outside of Denver, CO, and staff all over the country. Because of this, we have several rivers we call home rivers! From the troubled Hoosic that runs outside our MA offices, to our CO crew's Boulder Creek, all the way our Montana team home run of the Blackfoot, to our WNC home river the Pigeon. We're lucky to have so many rivers to call home!
Cheeky writes a check after their annual Cheeky Schoolie tournament for conservation on Cape Cod.
Cheeky has always put conservation at the forefront in its business. Is there a river story that made Cheeky more motivated to support conservation efforts?
Cheeky has been located in North West Massachusetts for the past decade with offices on the banks of the Hoosic River. The Hoosic has struggled with pollution for more than 100 years. The area was once a hub for textiles, dating back to when Union soldiers' uniforms and blankets were manufactured in streamside mills. Because of this the river has been manipulated with multiple diversions, cement chutes, as well as chemical degradation. Somehow it still holds fish, but the Cheeky team feels passionate about helping the river continue to recover.
Conservation has always been hugely important to us, and one of our key pillars. Cheeky Tip the Waters Program utilizes our 1% for the Planet membership guidelines to give an even bigger portion (3% total) of each purchase back to the watery world. That is 3% of revenue, not profit- a big difference and includes orders from dealers and consumers. Causes and conservation are at Cheeky’s core. While we work with large organizations like Trout Unlimited, we like to work with the little guy as well. We get our hands dirty and actively pursue opportunities to help on the ground and engage in our communities. We also started the Cheeky Schoolie Tournament, a conservation-based tournament held annually on Cape Cod, Massachusetts. Now more than a decade old, it is the largest fly fishing tournament on the planet. This catch-photo-and-release tournament has become a force in striped bass conservation with all the proceeds going to our conservation partners, totaling more than $100,000 over the past 5 years.
What inspired Cheeky to begin supporting Science on the Fly?
We work with science-based conservation partners to fight poor fish handling, climate change and habitat destruction. We have no tolerance for climate-change deniers. Because of this, we are honored for the opportunity to help SOTF, to continue not only the fight but also the education and the ability to learn more about how we can better help conserve the bodies of water we love.
We know some of your team wanted to give back by also getting their hands wet and sample. Where do they sample and why did they choose those rivers to sample?
We've had a few team members sample over the years! Jack Sine, our previous customer service rep, sampled the Hoosic, our home office river which has a troubled past from mills in the area to its now improved fishing population. Ellen, our Marketing Manager, have been sampling water on the West Fork of the Pigeon, another body of water that runs through Eastern Tennessee and Western NC. The Pigeon has a troubled history with paper mills, but not only is it a beautiful river but one that has fished so well in the past - and I think it is imperative to learn more about how the water is doing, especially now in light of the hurricane and changes that have happened with it.
Anglers participating in the Cheeky Schoolie Tournament. Photo: Willie Cunningham
Why is it important to the company to give back to our rivers, help share their stories, and protect them?
Not only does everyone on our team personally love our rivers, from fishing to whitewater to exploring, but they are a huge part of who we are and what we do. Plainly stated, we make fly reels. But the reason behind it is this love of fishing and the ability to share this with everyone - and without the river, we won't be able to do this.
Where can our community find you?
