170+ Shoots a Year? Paul McPherson of Shutterfreek Tells Us How It’s Done
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Why Associate Shooters Are the Key to Your Studio’s Success
By Ryan Browne
Most photographers think about adding associate shooters as a way to cash in on overflow work. It’s a natural thought process: more hands on deck means more events, which means more revenue.
But I see the value of associate shooters from a different perspective. From my experience running two studios in New York City, I’ve found that associate shooters are much more than a means to boost profits. They’re integral to building stability, creating growth, and enhancing the flexibility and resilience of your business for the long term.
This perspective has allowed my wife, Heidi, and I to cultivate a business that thrives on solid relationships and sustainable expansion.
Shifting the Focus from Profit to Stability
When we first expanded, we hired two additional shooters—one for photo and one for video. What happened next was unexpected: instead of just generating extra revenue, those two shooters played a pivotal role in creating new relationships and expanding our reach. Our lead volume didn’t just increase — it skyrocketed. We were getting triple or quadruple the inquiries we had before. That spike in leads came because our additional shooters were out there building rapport with vendors, making an impact on venue managers, connecting with bridesmaids and groomsmen, and just creating more visibility for our studio as a whole.
Think of associate shooters as additional arms of your business, each out there building new connections and representing your studio. When a shooter has a positive interaction with a wedding planner or a guest, that experience creates a ripple effect. It turns into more leads, more word-of-mouth referrals, and a stronger brand presence.
The result? More inquiries come your way, which gives you options. You can raise your prices, take on a broader variety of work, or be more selective with the clients you choose. And because you’ve got a network of shooters out there extending your brand reach, you’re no longer dependent on just one revenue stream.
Investing for Flexibility
A key decision we made was to use the profit from associate shooters to grow our business strategically. We decided early on to reinvest what we were making from our shooters back into the company by hiring a studio manager. At first, that meant we didn’t actually make much profit from our studio shooters, but what we gained was invaluable.
Our studio manager took over all the administrative work — everything from initial client inquiries and contract management to invoicing and album design. This freed up an enormous amount of our time, allowing us to focus on taking on more weddings, pursuing commercial projects, and even carving out personal time for travel. All the while, our clients received more attention from us at every step of the process.
Reinvesting wasn’t just about efficiency; it was about building a sustainable structure that would support us in the long run. Hiring studio shooters allowed us to hire a studio manager, giving us more flexibility in many business areas.
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Redefining the Hiring Process
Most studio owners focus on what associate shooters can bring to the table. I like to flip that thought. Instead of asking, “What can this person do for me?” start with, “What can I do for them?”
Before we bring on a new shooter, I first consider whether we, as a business, can provide something valuable for them. Does our model align with their career goals? Can we offer a supportive environment where they can thrive? If the answer is yes, only then do I look at what they can contribute to us.
This approach ensures that both parties’ needs are met and sets the foundation for a long-term working relationship. It removes the ‘maximizing profit’ approach and puts the focus on building something that works for everyone.
At Forged in the North, this reframing has led to a core team that’s stayed with us since day one. We’re not just another studio they’re working for — we’re a team working together toward a common goal. Our shooters aren’t viewing this as just a stepping stone to fill their calendar and move on to the next big thing. They’re invested in the studio’s growth because they feel valued and respected.
Creating an Atmosphere of Collaboration and Trust
We’ve cultivated a culture where everyone feels like a true part of the team. And while I hesitate to use the word “family” because it can sometimes give the wrong impression, it’s the best word to describe our team. We operate with a mutual respect that goes beyond just shooting weddings. It’s about building something together, where every person involved has a stake in the studio’s success.
This approach has paid off. We’ve experienced minimal turnover, and our shooters feel connected to what we’re building. They’re not just here to collect a paycheck but because they believe in what we’re doing and are committed to seeing it succeed.
Shifting the motive from how much money we can make to creating an ecosystem of trust and flexibility has made all the difference.
Building for the Future: It’s About More Than Just Profit
When you’re thinking about adding associate shooters to your team, ask yourself: Are you hiring to simply increase revenue, or are you building a team that will propel your business forward for years to come?
Associate shooters can open up new opportunities, strengthen your business relationships, and provide the flexibility to shape your studio’s future in ways a solo operation might not be able to.
To recap:
- Shift the focus from profits to long-term stability.
- Reinvest in your business strategically to give you greater flexibility.
- Hire people you can build long-term relationships with rather than treating them as temporary resources.
- Cultivate an atmosphere of a team working toward a mutual goal.
By shifting the focus away from short-term gains and toward building a sustainable business model, you’re setting your studio up for lasting success — one that’s adaptable, resilient, and built to thrive in the long run.
So, before you make that next hire, ask yourself: What kind of studio do you want to build?
Ryan & his wife Heidi are the creators of New York-based studios Forged in the North and After It All. They have built their business to be one of the world’s most sought-after wedding photo + video studios and have been recognized with prestigious awards from Brides Magazine and Rangefinder Magazine. Their two studios operate in distinct fashions (check out Ryan’s appearance on our podcast, The Photographer’s Problem, to learn more). To learn more about running a studio, check out Ryan’s Masterclass, “Scaling Your Studio: Managing Photographers, Brands, and Teams,” on Narrative’s YouTube channel.
