Today we’d like to introduce you to Jay Boatwright.
Jay, can you briefly walk us through your story – how you started and how you got to where you are today.
Jay and Carinna Boatwright are the founders of smaX photography. The original idea of our company was developed during a morning walk with my wife Carinna. We wanted to offer Fathead style wall stickers for local athletes. We had a friend with a large format printer, a friend who had a photography degree, and a friend who could get us access to large basketball tournaments. We bought a camera (I had zero photography knowledge) and hired the photographer to take action photos during basketball games. After the game, parents would gather around one computer screen and we would display the photos. If someone saw something they liked we would sell them a wall sticker.
The concept worked, kinda. We had some sales, but just enough to pay the photographer and the printer. Carinna and I were basically working for free. I decided that I was going to try and take the photos myself so we could keep some of the sales. I will never forget the conversation I had with the printer. He told me that not just anyone can pick up a camera and produce results. You have to have an eye for it. Thankfully, I had an eye for photography. A few months later we decided to buy a large format printer and do everything ourselves. It was a huge leap of faith. Carinna was a server at the Club at Chops and I was selling insurance. We worked ridiculous hours, seven days a week, with 3 children ages 9. 7, and 5.
In our 3rd year, completely out of money, we decided to try high volume team and individual photos. We were hoping that market would be more stable and profitable. The problem was, I had no idea how to produce the type of photography that I wanted to offer our customers. Our action photography was really good by this time, So we wanted to create images that were consistent with the edgy smaX look. One day I found a photographer named Dave Stock out of Dallas, Texas in an industry magazine. He was producing beautiful photos in a volume environment. The article stated that he was going to be teaching his methods at Imaging USA in Nashville, Tennessee. I found a credit card buried in my desk, I checked the credit line, I had $600! Carinna, myself, and our new employee Scott Studdard were on our way! After Dave’s eye-opening class he spent hours with us explaining the workflow of a high volume photo shoot.
A few months later we pulled off our first BIG volume shoot with sales over $25,000. It was an incredible day. Since then we have continued to improve our craft. I actually believe not having previous experience was an advantage. We created a unique style that many experienced photographers said could not be done in volume sports market.
There are many photographers in Atlanta better than me and there are bigger more successful studios than smaX. However, we are among the leaders in the country when it comes to combining quality photography in a high volume environment. This year I was invited to share the stage with my mentor Dave Stock in Las Vegas to teach other photographers about the smaX style of photography.
Has it been a smooth road?
Maybe an unkept dirt road with huge potholes could better describe our experience. The first few years were the toughest. Both Carinna and I working 2 jobs on top of having 3 young children was a big challenge. I was let go from my insurance job during the recession. We were a young family with little to no money, but we had a good work ethic and a promising business.
We’d love to hear more about your business.
smaX Photography produces 85%-90% of our sales from volume sports photography. We also do high school senior and individual sports related sessions. For out volume work, we photography teams as small as 12 to leagues with as many as 3,500 athletes.
We specialize in sports portraits. Quality of photography is what we are known for. With each subject, smaX uses creative posing, lighting, professional gear, and a unique workflow to create our distinct look in 60 seconds or less.
Most proud of? The quality of our work and the professionalism of our staff. We have stayed small with only 3 full-time workers. Myself, Carinna, and Scott Studdard. Despite being small we have grown in revenue each and every year. smaX growth has all been from word of mouth, we have not had to have an advertising budget.
Is our city a good place to do what you do?
Atlanta loves youth sports! So yes, I do believe this is a great city for sports photography. The market is pretty competitive. However, if you produce quality work and are good for your customers, you will succeed.
Contact Info:
- Address: 2258 Holly Spring Springs Pkwy
Suite 140 Canton, Ga. 30115 - Website: www.smaxart.com
- Phone: 404-513-0657
- Email: jay@smaxart.com
- Instagram: smax_photography
- Facebook: @smaxart1
- Other: www.smaxportfolio.com
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