Cheeky Fishing was founded in 2009 out of the Boston, MA apartments of Scott Caras, Peter Crommett, and Ted Upton. While Caras, Crommett and Upton were grinding on the business in Boston, Max Key headed up “Cheeky West” (as it was dubbed) in Denver, Colorado. As longtime friends and fishing buddies, the four of them founded Cheeky Fishing because they weren’t satisfied with fly fishing’s sometimes stuffy vibe, the unimaginative, bland look of products and the underwhelming performance of much of the available equipment. With little money, but an innovative design, Cheeky Fishing began to push the envelope with obscenely large arbors and bright colors. Now colors on reels are commonplace, but you can thank Cheeky Fishing’s founders for that. It all began with the Mojo 425. Many innovations followed and Cheeky Fishing's quest to put a stop to overpriced, uninspired gear was in full swing. From the beginning, Cheeky has believed in being inclusive and having fun. This is no more evident than the Cheeky Schoolie Tournament, which started as soon as the company did and has grown into the world’s largest fly fishing tournament.