The Project:
Full catalog refresh for premium fitness equipment brand
Lifted Movement creates designer-quality fitness equipment that blurs the line between home decor and functional training gear. When they approached me for fitness product photography, they needed images of their full inventory re-shot. The project spanned 2.5 shoot days and covered free weights, silicone hand weights, kettlebells, resistance bands, the Deluxe Movement Mat, tote bag, duffel bag, dumbbells, the Arc, wedges, heat wraps, mini motivator, massage gun, hot pack, and ice pack, along with a set of holiday campaign images. The focus was on clarity: customers weren't fully understanding the true product colors and materials online.
We built the photography around delivering true-to-life color and high-detail imagery that clearly shows texture and craftsmanship across different finishes. Marble, metal, and silicone each present their own challenges in product photography. The goal was to make every product read as premium at first glance. I approached the project with a repeatable system that could handle the full catalog while maintaining visual consistency across SKUs.
The photography needed to serve multiple purposes. Product pages required angles that communicate material quality and finish accuracy. Marketing channels needed images that work across email, social, and web without looking like different shoots. The brand positions itself as decor-meets-fitness, so the imagery had to support that without drifting into generic gym content or over-styled interiors that distract from the product.
The Execution:
Material-specific lighting for true color and texture clarity
I used calibrated, soft lighting on a minimalist set to preserve true colors and reveal fabric thickness and weave without glare. The lighting approach centered on controlled fill with subtle reflectors to manage contrast. Precise white balance ensured consistency across all images. Careful exposure preserved micro-texture in knit fabrics, which is important for resistance bands where customers need to understand thickness and quality.
For finishes like marble, I positioned the lighting to show depth and veining without blowing out the whites. Metal required clean reflections that communicate density and machining quality. Silicone and soft-touch coatings needed soft gradients to show matte finish without looking like cheap plastic.
The resistance band photography included texture-forward close-ups and crisp logo details to supply tactile credibility. I shot suspended, sculptural arrangements to show flexibility and real-world usability. These floating compositions eliminate the flat, commodity read that undermines premium positioning. For bundles and kits, I photographed each component clearly so products remain identifiable even in thumbnail crops. Clean surfaces, including marble, signal refinement while avoiding color cast. Disciplined negative space keeps attention on form, stitching, and edge definition.
Macro texture photography as trust signal
Macro studies focused on weave pattern, thread count, and logo stitching. These close-range shots work for product page detail modules and social content where material quality needs to read instantly. The photos show shade differences clearly, which reduces uncertainty about color accuracy. For products with multiple colorways, I maintained identical lighting and camera positions so the full line feels cohesive rather than patched together from different shoots.
The Outcome:
100 images optimized for e-commerce and marketing channels
We delivered up to 100 images designed to work across e-commerce and marketing channels. The collection includes main product shots for each SKU, consistent product page angles for all colorways, and macro texture studies. The holiday campaign images follow the same visual system while adding seasonal context. Files are organized for straightforward implementation across their online store and social platforms. The photography presents the bands and equipment as design objects that harmonize with home interiors, supporting the brand's positioning as fitness gear you display rather than hide.
Working from Vancouver, I prioritized accurate representation without heavy retouching. Color-calibrated workflow and consistent lighting mean the images reflect what customers will receive. Material-specific technique ensures marble looks dimensional, metal looks machined, fabric looks substantial, and silicone reads as premium rather than cheap plastic. The visual system works for current inventory and scales for future product launches, seasonal refreshes, and new colorways.
If you need fitness product photography that communicates material quality and works across your full catalog, reach out to discuss your project.
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