Press Release

Brand & Business: Tried&True founder launches new sports marketing agency

LONDON, UK — CHEAT, a brand, marketing, and PR agency specialising in the sports and fitness industries has launched as part of the Tried&True group, with locations in Glasgow, Harrogate, London, and Sunderland.

The agency will offer marketing and PR services, content creation and management, SEO, and web development specifically tailored to clients with a presence in the sports industry. CHEAT aims to adopt a data-driven approach to sports marketing, generating deeper insights for clients and a bespoke service that endeavours to increase their brand visibility, audience reach, and revenue. CHEAT provides their clients an unfair advantage in the marketplace by offering clients unmatched insider knowledge from both a sporting and marketing perspective.

CHEAT is launching with several clients already on board, including RugbyPass and their portfolio of publications, Olympic Athlete and World Champion Sarah Stevenson and a business consultancy deal with former premier league star Victor Anichebe.


Founders David Winskill and Mick Tilley are from the Northeast and following successful careers in their respective industries, have decided to launch their first business venture together. David will serve as Managing Director whilst Mick will take on the role of Group CEO.

With a lifelong career in various sports industry jobs, Managing Director, David has experience with building businesses within the sector. Overseeing the growth and success of The Fly Project as its COO, taking the company from a tiny independent gym to a thriving part of the fitness scene in Glasgow. Before his time in the city, he travelled the world as a strength and conditioning coach. David worked closely with athletes, teams, and organisations from a multitude of sports, providing him with insight and insider knowledge that can only come with a lifetime of experience in the sports industry

Mick has over a decade of experience in the marketing industry and is the founder of Yorkshire-based digital agency Tried&True. Driven by an interest in data and analytics and its increasing role in the sports industry, Mick will take the lead on ensuring clients are fully aware of their opportunities to utilise data insights to boost interest in their brand and products. With over ten years of experience in the marketing industry under his belt as well as his current role as commercial director at Harrogate Railway Athletic Football Club, his expertise will work in tandem with David’s sports industry knowledge.

CHEAT’s founder and [MD] David Winskill, said, “I’m so excited to start on this new adventure and with the interest we’ve already seen pre-launch, I fully expect 2022 to be the year of CHEAT. My approach is and always has been to build a culture that allows people to thrive and do their thing whilst having a good time along the way and Mick is very much of the same mind. We want to do things differently, we want clients to not just feel, but know for a fact, that they are marketed in a way that is unique to their requirements. And with our attitude to data-driven marketing, we can help clients reach bigger and more relevant audiences.”


Founder and Group CEO, Mick Tilley, was equally enthusiastic. He said, “I’ve been waiting for an excuse to work with David for years and the cards have finally fallen to allow it to happen, I have known him for over 20 years and have admired what he’s achieved. Between us, we can offer something that other agencies can’t, and that’s a wealth of experience across both the marketing and sports industries, we’re a living Venn diagram. Between our combined experience and an innovative data-led approach to marketing, we know that we can provide clients with exactly what they need.”


The agency will operate from its base in Glasgow providing an all-encompassing digital offering to clients.

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