NEW boy Marek Cech caught the eye as he crowned his Albion debut by firing Tony Mowbray's men ahead.
The £1.4million left-back cut an impressive figure during his 45-minute run-out, combining cool defending with a desire to break forward at every opportunity.
The Slovakian international netted in the 20th minute, albeit with the help of a huge deflection, but the Baggies are still awaiting their first pre-season win after being caught cold by David Bird's 79th-minute sucker punch.
Fellow new arrival Scott Carson also made his bow against the League One side.
The £3.25million signing enjoyed a quiet first half but kept the game goalless with a vital double save before being subbed at half-time.
Chris Brunt also impressed while 17-year-old Joss Labadie did well in central midfield as the Championship champions dominated for long spells and should have been well out of sight before Bird levelled.
After last night's 2-2 draw at Shrewsbury, the other half of Mowbray's squad got a chance to stake their claims for a Barclays Premier League place - including young gun James Hancox.
Neither side had fully settled into their stride when veteran Town left-back Alan Wright got an early chance to test Carson from a free-kick just outside the Baggies box.
But the ex-Charlton and Villa loanee had Wright's set piece covered all the way, watching his curling effort sail just over the bar.
Moments later, Albion burst into life when a slick left-wing move involving Cech, Brunt and Craig Beatttie saw the latter's terrific cross volleyed acrobatically wide by David Worrall.
Ishmael Miller produced his first moment of note when he raced across the edge of the Robins box before rifling straight at keeper Shane Higgs.
Carson then made a vital contribution at the other end.
Cheltenham striker Paul Connor out-muscled centre-half Hancox to go clear in the box where he was met by the imposing figure of the new Baggies keeper, who made two vital blocks before clearing the danger.
But there was now a real tempo about the visitors' play and they carved out a great 16th-minute opening.
Brunt played Miller in behind the Robins rearguard with a delicious chip and the powerhouse striker was unfortunate to see his acute left-footed effort beat Higgs but clip the bar.
Albion only had to wait a further four minutes to break the deadlock.
After a neat spell of keep ball, Jonathan Greening found Cech in acres of space 25 yards out and the marauding left-back saw his fierce low drive deflect viciously off centre-half Shane Duff and fly past the wrong-footed Higgs.
Cheltenham almost replied when winger Paul Brown lashed a right-footed drive from distance just past the left-hand post.
But Albion were soon back on the attack and Leon Barnett should have done better with a free header from Brunt's inswinging corner which looped well wide.
The Baggies pressure continued and Beattie missed a great chance when he mis-kicked Carl Hoefkens' terrific centre at the back stick.
Albion's next effort on goal came in the 34th minute when Labadie scuffed an 18-yard volley wide after Town had only half cleared Brunt's wicked left-wing centre.
Another terrific opening went begging when Worrall directed a diving header well over from Cech's exquisite centre.
The final action of the half saw Miller's powerful right-wing run set up another opening for Beattie, who fired just wide from 15 yards.
Mowbray made three changes at half-time, with Carson, Cech and Hancox making way for Luke Daniels, Tininho and Lee Baker.
Albion picked up from where they left off after the break.
And Barnett will still be wondering how he failed to convert another free header from another Brunt corner from just six yards out, instead of steering it into the healthy 635-strong Baggies following behind Higgs' goal.
Miller was the next to threaten when he collected Tininho's neat lay-off just inside the Robins box and drove into the side-netting.
Moments later, Brunt fed Beattie who could not beat Higgs with a curling 15-yard effort.
Cheltenham struggled to deal with another terrific Brunt delivery from a flag-kick and it was Labadie's turn to be wasteful, heading over form eight yards.
Another Brunt corner, another chance. Sub Bartosz Slusarski fired the loose ball goalwards and Higgs was relieved to see it fly off team-mate Michael Townsend and into his arms on the goalline.
Academy striker Romaine Sawyers soon made an impact after coming off the bench when he forced a fine one-handed save from Higgs with a 20-yard rocket.
Albion could have been four or five up but their wastefulness was punished 11 minutes from time when Bird beat Daniels all ends up with a terrific 20-yard free-kick.
The Robins suddenly came to life and striker Connor, twice, and that man Bird went close in quick succession with headers in the closing stages.
There was still time for Baggies sub Sam Manton to shoot straight at Higgs from 25 yards, before fellow Academy player Zak Martin had loud penalty appeals turned away for an alleged trip in the box.
CHELTENHAM (4-4-2): Higgs; J Gill © (Gallinagh 75), Duff, Townsend, Wright (Armstrong 65); Lindegaard (Duruz 75), Russell (Ledgister 65), Bird, Scott Brown (Ridley 86); Connor, Vincent (B Gill 83). Subs not used: Scott P Brown (gk).
ALBION (4-4-2): Carson (Daniels HT); Hoefkens, Barnett, Hancox (Baker HT), Cech (Tininho HT); Worrall (Sawyers 69), Greening © (Martin 82), Labadie, Brunt (Manton 82); Miller (Slusarski 60), Beattie (Knight 69).
GOALS: CHELTENHAM - Bird (79). ALBION - Cech (20).
BOOKINGS: None.
REFEREE: A Penn.
ATTENDANCE: 2,241 (635 Albion fans).
ALBION STARMAN: Marek Cech.
PIC: BOUNCING CECH...Marek in action at Cheltenham
