In today’s competitive creative landscape, agencies need more than just talent to stand out; they need a clear focus. Tive, a UK-based design agency founded by Matty Galazka, has done just that by blending a passion for sports and design. By choosing to specialise in the sports industry, Tive has positioned itself as a leading creative agency for gyms, personal trainers, and sports labs looking to build strong, impactful brands.

What sets Tive apart is its niche-driven approach and genuine love for the field it serves. From bold rebrands to strategy-led visuals, the agency helps sports professionals show up with confidence and clarity. In this spotlight, we explore how Tive’s focused vision, collaborative creative process, and commitment to long-lasting design are helping shape the future of sports branding.

How was your company born and where are you based?

Tive was born from a love for two passions – sports and design. By blending expertise from these two fields, Tive is able to provide top-notch solutions for sports brands who are ready to take their businesses to the next level. Tive is based in Doncaster, UK, but serves clients worldwide.

What was the biggest challenge to the growth of your company?

The biggest challenge Tive has faced was getting the word out – in a highly saturated market, agencies often struggle to attract clients. By choosing a specific niche, Tive made this process a little easier.

Which was the first huge success that you can remember?

The first success of Tive was definitely partnering and working with HPC – a University Centre Doncaster sports lab. Tive helped them create a new visual identity that better aligned with the company's goals and vision.

What’s the biggest opportunity for you and your company in the next year?

As one of Tive's core target audiences are gyms - which reach peak popularity at the beginning of each year - Tive needs to find a way to show up for them and help them understand that investing in strong branding can be a way to win clients in this highly competitive field.

Can you explain your team’s creative process? What makes it unique?

Tive's creative process is highly client-centric. We treat every project as a partnership with the client, rather than working behind closed doors. We set up regular meetings and a shared Trello board, so the client is always up to date with where the work is at. We do everything we can to agree on a specific creative direction before design begins to avoid misunderstandings.

How does your team remain inspired and motivated?

The answer to this lies partly in the first question – since Tive blends two passions, sports and design, every project we work on is genuinely exciting. We love the industry we work in, and we love design.

How has COVID-19 affected your company?

N/A, as Tive wasn't around during COVID.

Which agencies do you gain inspiration from? Do you have any heroes in the industry?

The first agency that comes to mind is Works from Leeds (works.design). Works partners with huge brands such as UEFA and is highly focused on delivering for the sports industry. They’re the main source of inspiration for Tive.

What is one tip that you would give to other agencies looking to grow?

Choose your niche. Whether it’s the industry you serve or a specific discipline. It will be easier to find clients, market yourself, and even design - because you’ll become an ultra-expert in that specific field.

How do you go about finding new clients/business? (Pitching, work with retainers, etc.)

Most of Tive's clients come from referrals, but we're constantly looking for ways to get the word out. We're exploring PPC ads and direct outreach to grow our client base.

What’s your one big hope for the future of the industry?

To become the go-to agency for sports brands - especially gyms, personal trainers, and sports labs. 

Can you share a defining moment in your company's journey that shaped its identity or direction?

A defining moment for Tive was when we chose to niche down into the sports industry. That decision gave us clarity: not just in terms of who we serve, but also in how we communicate, create, and market ourselves. It shifted us from being just another design agency into one with a distinct purpose and vision.

How do you foster a culture of innovation and experimentation within your team?

We stay curious and close to both the sports and design worlds. That means regularly engaging with trends, techniques, and tools from both sides. Every project is an opportunity to test something new, whether it's a bold visual concept or a more streamlined process.

What measures do you take to ensure diversity and inclusion are prioritised within your company?

Tive may be small, but it’s built on respect and understanding. We work with people from different backgrounds and cultures, especially across international projects. We listen actively, avoid assumptions, and make every effort to ensure our work is accessible and inclusive.

Can you describe a project that challenged your team creatively and how you overcame any obstacles?

The HPC visual identity project was a big challenge because of the unique nature of the organisation - it sits at the intersection of sports science and academia. We had to strike a balance between approachability and authority. Through consistent communication, moodboards, and iterative design, we aligned with the client’s vision and created something bold yet credible.

How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?

Tive’s voice is rooted in clarity, confidence, and energy. While each client has their own goals and personality, we make sure every solution is built on that same foundation. We always aim to amplify their uniqueness, not overshadow it so our voice complements theirs rather than competes with it.

What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?

We treat trends as tools, not directions. We keep an eye on them, but we never let them dictate our approach. Instead, we ask: does this trend serve the brand? Is it aligned with what our client stands for? If the answer’s yes, we’ll adapt it in a way that still feels true to both the brand and to us.

Can you share a memorable client success story that exemplifies your company's approach and impact?

After delivering a full rebrand for a local trainer under the name Tom Riley, he shared that the new identity gave him the confidence to double down on his marketing and raise his prices. That’s a perfect example of what Tive aims to do: give sports professionals the tools and clarity to show up like the experts they are.

In what ways do you invest in the professional development and growth of your team members?

At the moment, Tive is a lean setup, but growth is part of the vision. That includes bringing in collaborators and making space for learning. The long-term goal is to create an environment where development is baked into the day-to-day basis.

How do you approach sustainability and ethical practices within your company's operations and projects?

We aim to create long-lasting design: visuals that don’t chase trends but stand the test of time. That in itself reduces the need for constant updates or rebranding. Internally, we try to work with ethical platforms, choose sustainable printers when possible, and encourage our clients to do the same when it fits the brief.

Can you discuss a time when your company had to pivot or innovate in response to unforeseen challenges, and what lessons did you learn from that experience?

One challenge was realising that generalist messaging wasn’t working. We weren’t attracting the right clients or standing out. The pivot came when we restructured our offer around the sports niche. It taught us that clarity beats broadness. When you speak directly to someone’s world, they’re far more likely to listen.

Do you have any websites, books or resources that you would recommend?

“The Win Without Pitching Manifesto” by Blair Enns and The Futur on Youtube.