Fitness Studio Photography: How to Get Great Brand Photos!
Whether you’re building a website for the first time or you’re revamping your existing website, you want to make sure your website stands out from the competition.
While there are several areas you can choose to invest in, I always recommend that my clients prioritize their fitness studio photography.
Why? Because photos are one of the most vital elements of your website branding. The images you choose represent your brand, and you want to look professional. You also want potential clients to feel a connection with you and your studio, and generic stock photos aren’t really reflective of what happens in your studio day in, day out.
Before you run out and book someone for a fitness studio photography session, you need a plan for what you want to capture and which types of photos to prioritize so you don’t waste time and money.
First Impressions Matter
Humans are visual creatures, and as the old saying goes, “a picture is worth a thousand words”. You can have your website filled with snappy copy that tells everyone a story, but it’s the pictures that will capture their attention first. Remember, the goal of your website isn’t just to capture attention — but to keep that attention. This is exactly why your choices for fitness studio photography matter.
Think about the last time you discovered a new local business that delighted you. Think back to the moment when you first visited their website. What was your first impression? Did the business live up to the reality of actually walking in and using their facility or services?
Now, think about your own website (or soon-to-be website). What are you showcasing that will compel people to choose your fitness studio over the competition?
Choosing to invest in your fitness studio photography and showcasing real photos (not stock images) is a powerful way to convey the atmosphere and experience of your studio. Fitness studio photography can be planned so that it works with your brand design elements, website layout and written content to ensure it captures the overall vibe you want to represent.
Let’s take a look at some of the technical specs that work well on a website so you can be best prepared to set up your fitness studio photography session.
Types of Photos You Should Prioritize
Your goal for your fitness studio photography is to give potential clients a holistic idea of your studio. However, you also want photos that work well on your website or could be used in other marketing materials — which means you’ll probably need a wider range of photos than you think.
When planning your fitness studio photography session, here is a list of tips that can help you tick all the boxes for multi-use photos:
Landscape-oriented photos are ideal for websites because most screens, from desktop monitors to horizontally-held tablets, are more suited to landscape shots; they can always be cropped, if necessary; and there are more digital design options possible.
Try to get more background than you think you need. This is handy for overlaying text and design elements in the “white space”.
Close-up, candid style photos of attendees enjoying themselves, as well as class shots, are the most important shots to get.
Plan to get a variety of close-up details and far-away shots of equipment, props and room décor.
Make sure to have photos of teachers or trainers assisting, treating or correcting class participants if this is a part of your business philosophy, as well as teaching the class.
Images of participants chatting before and after their class or session will show camaraderie and a friendly, welcoming atmosphere.
Image showing your services in various contexts your clients use. (Example: if you have live stream or VOD products, show them being used in an at-home environment.)
Although you’ll want the majority of your photos to be landscape, portrait-orientated headshots of your staff— which allow for a square or circle crop—are preferred. Avoid tight framing of the subject and keep their full head and shoulders within the frame. If you’d like to include action or yoga pose photos of your staff with bios, include them as secondary shots.
Don’t forget to capture your building exterior or entrance and welcome desk shots too.
Bonus Tip: 1500px (pixels) is the minimum width for full-screen-width web banners, so make sure your photos are at least 1500px wide.
Executing a Successful Fitness Studio Photography Shoot
While you may decide that you can handle doing your own fitness studio photography session, I highly recommend you hire a local professional.
Professional photographers know all the tricks of the trade and are experts at what they do. Ensuring your photos have proper lighting, setting and composition is well worth the money you’ll invest. And make no mistake, this IS an investment because your photos can be used in many iterations other than your website.
Doing some research online is a great jumping-off point. You don’t want to hire someone without having a clear understanding of what you want, so check out other inspiring studios. What do you like about them? How can you create a similar look and feel within your own space?
Once you’re clear on the vision, then you can find a photographer whose work you like. If they have experience working with small businesses, that’s a bonus!
With your photographer I recommend the following:
Discussing the type of shots and the atmosphere you want to convey—ensure the photographer knows that the photos are primarily for your website and that you’d prefer a majority of landscape shots. If you have examples of other websites you like, share it with them.
If you have a space with windows, work with your photographer to plan the best time of day to optimize the natural light in the room. If you have more than one room option, choose the location with the most windows.
Ask for both print-size (300dpi*) and web-size (72dpi*) versions of your photos so you have them on file for quick access. (*Dots (pixels) per inch)
Speak to your class before the date of the shoot to:
Make sure participants sign a photo release acknowledging that they permit for photos to be used on your website and in marketing materials.
Ask people to wear clothing that is reasonably fitted (not super skin-tight or too loose & flowy), and with solid/neutral colors that match or coordinate with your brand colors or large patterns (small patterns or thin stripes can be distracting).
Think about how you can incorporate your brand colors, plus complementary ones – through clothing, equipment, props and décor.
Maximize the photographer’s time and makes sure they capture all the different types of photos around your studio, as well as the class.
Most importantly, encourage smiling and laughter! Some people may feel initially self-conscious in the presence of a photographer—it’s your job to remind them to behave like they’re in a normal class, relax and have fun.
Bonus Tip: Offer a free class or session for your photo shoot – you’ll have a full class of willing participants.
Your Fitness Studio Photography Checklist
To help you ensure you don’t miss a thing, here’s my handy checklist for your next fitness studio photography session.
Prep and Planning
Research for photos including what you like and don’t like
Choose a local photographer
Discuss goals and atmosphere to convey the mood
Consider your light. Do you have natural light? What’s the best time of day?
Schedule / advertise free photoshoot class/session
Get permission of participants with a photo release form
Have participants wear fitted clothing (not skin tight or too loose) and solid, bold colors or large patterns
Complement your brand colors — equipment/props /clothing/decor
Shot List
Mostly landscape photos
Background “white/blank space”
Participants chatting before session
Teaching/training — whole class / group teaching / training / treating — including close-up and/or corrections
Participants chatting after class / session
Close-up details of equipment, props and room decor
Close-up details of people
Far-away and whole-room shots
Exterior of your building
Welcome desk / reception area staff headshots — portrait orientation
Headshots — shoulders in frame, not cropped too close
Help Your Photos Stand Out with Great Design
As a website designer, I’ve worked with over 150 fitness, yoga and Pilates professionals to help them create dynamic websites that include amazing photography. I know what you need to get out of your fitness studio photography session and how to make those images have an impact.
