The key to any strong brand is to be consistent. That's how you keep your customers understanding what you do and who you really are as a company. Great photography is awesome, but if it's not in line with the brand it's doing no good at all. Here are some images for one company. Can you see one that doesn't fit?
The fitness world is saturated with new gyms and businesses all trying to stand out and attract people to their companies. Whether it's a
large commercialized gym or a smaller private studio, all of these
business need photography. Knowing how to best approach this type of
photography will help you grow your own photography business.
1. Reach the Business's Needs
Even though workout studios and gyms all have similar goals in mind,
they each have unique missions that need to be considered.
Understanding what to expect in a photo shoot and how to best meet the
needs of your clients is very important. It isn’t enough to just
shoot pictures of people working out in a gym, because the pictures
need to reflect the marketing needs of your client. Get to know your
client and ask questions about what they are hoping to achieve through
their photo shoot. Knowing how to best reach these needs will help you
to create a mood and style through your images that accurately
portrays each particular business. For instance, a private yoga
studio will require a much different approach than a boxing gym. Each
business attracts different types of people and each will want to
convey a different message through their photography.
2. Consider Range of Motion
One unique thing to consider with fitness photography is motion.
Shooting for other business might simply involve inanimate objects or
still portraits, but fitness photography will often require you to
capture people in motion. Doing this correctly demands good timing.
When watching the exercise being performed, whether it is someone
running on a treadmill or a class of people doing cardio exercises or
plyometrics, watch the full range of motion. This is important
because you want your images to appear natural and not forced. Wait
for the right moment to capture the movement so the exercise doesn’t
appear awkward. Often, images caught only halfway through a movement
will appear awkward. Study the movement first and watch for the
moments that feel the most natural and photogenic to avoid those
forced or overly exaggerated pictures.
3. Watch Your Angles
You can use angles and perspective to your advantage in fitness
photography by highlighting the best features of your subject. Are
you trying to feature the high end equipment and cleanliness of the
gym? Focus on that as your main subject and draw viewers attention to
the equipment using leading lines, the rule of thirds, or other
perspective tricks. Are you featuring body builders and trying to
draw your crowd to strength training classes? Highlight this in your
images. Draw your viewers eye to the people you are featuring in your
shoot and emphasize the muscle definition through lighting. Remember
that you have lots of power in how you use perspective, so don’t take
your angles lightly.
There are many facets of fitness photography, but I hope these three
tips will help you to break into the world of fitness photography and
improve your photography skills. These three pointers will help you
to focus on areas that are more unique to fitness photography.
Remember that no matter what you are taking pictures of, to always
address your client’s needs first and help them accomplish their
I recently work with the start up company Passport based in Charlotte, NC. I had previously worked with the Marketing Director on advertising campaigns for a Federal Credit Union. As a Roanoke photographer it's great to travel and work with clients such as Passport. They have an incredible work environment. Looking like a Google workplace, it definitely feels like a hip start up. They work hard and play harder. The client used the images for website content and we were able to do the whole shoot in one morning. Saving them time, but getting exactly what they needed.