We HIGHLY recommend using a photographer to get quality photos for your website (and other marketing you choose to do), as the level of photography used will help set the perceived value of your product/service. (The higher the quality of photos used, the higher the perceived value.)
Below are the photos we will need, and a basic outline you can give to your photographer to help guide the photo shoot.
Basic Tips for the whole photoshoot:
- photos should be landscape-based (horizontal orientation)
- photos should have a 3:2 (or 1.5:1) aspect ratio
- focal point of the photo should fit in a 2.35:1 (cinemascope) crop of the raw photo
- photos should be delivered at 2000px width (suggestion to make file transfer easier)
- when athletes are shown as focal points… normal/attractive people work better than the regional-looking athletes
- natural light generally works best, so photos during the daytime make the gym look more inviting
#1 – Movement-Based Photos
We generally want to stay away from competition-based photos, as the average prospect doesn’t realize how much fun that is and is potentially scared away by peoples beast-mode faces (or beast-mode weights!). Instead, we like to capture typical CrossFit movements with 1-3 athletes as the focal point of the photo. Some examples would be: Deadlift setup, top of the deadlift, snatch setup, bottom of OHS, pushups, top of double-unders (athlete in the air), top/bottom of back squat, top/bottom of front squat, prowler push, pullups, top of russian kb swing, bottom/top of kb snatch, man-makers, backswing of T2B, muscle-up, bottom of wall ball (movements that don’t translate very well: top of american kb swing, rope climp, top of jerk/thruster/press, bottom of double-under, top of wall ball, top of OHS, or the middle of most any movement).
Additional Tips for Movement-Based Photos:
- No more than 3 people should be the focal point of the photo (if it’s a group-coaching shot, it should be clear who the coach is, and therefore the coach would be the focal point)
#2 – Facility Photos
The main purpose of these are to help give the prospect a visual reference so they can build a mental picture of what the full facility looks like. Close-up photos of equipment isn’t very useful. Even if the outside isn’t special, it’s useful to help set an expectation for when they’re driving up for the first time (we want it to feel familiar).
NEED: 2-3 exterior photos to show relative location
Additional Tips for Facility Photos:
- A wide-angle or fisheye lens can sometimes help show perspective
- Avoid close-up photos of equipment
#3 – Program-Based Photos:
If you offer programs other than CrossFit that will be shown on the website, we’ll want to make sure we have photos for each of these programs. For example, if you have an olympic lifting program, we’ll want to make sure we have a couple photos that show olympic lifts. If you have a strength program, we’ll want to make sure we have a couple photos that show movements specific to that program. If you have a women-only program, or kids program, we’ll want to make sure we have photos that show it.
#4 – Trainer Photos
These can be profile photos, or movement-based photos, but the person’s face should be clearly visible and they should look approachable. The main purpose of these is to allow prospects to know who the coaches are (not to show off how badass they are…). One cool way to do both is to have a profile-based photos, and then get the coach to show off their favorite movement. Then we can show their smiling face AND show off their athleticism.
Additional Tips for Trainer Photos:
- Keep these themed similarly. We don’t want it to look like every trainer provided their own photo.
- Profile photos CAN be portrait-based if you’d like (not recommended when there are more than 6-8 trainers due to page layout issues)
#5 – Group Photos
If you want to catch some group shots, it’s probably best to avoid mid-workout action photos as those generally only portray confusion. The best group action photos we’ve seen have been staged, and generally fall within the “Movement-Based Photo” requirements above. However, post-workout group photos do work pretty well.