ChalkUp Photography Case Study — Climbing & Fitness in Taunton
The project
This ChalkUp photography case study looks at ongoing photography and content work for ChalkUp Climbing & Fitness, a community-led climbing, fitness, and CrossFit space in Somerset. It’s a busy, energetic environment that’s constantly evolving — which makes it a great place to shoot, but also a challenging one.
The work covers everything from day-to-day sessions and coaching to events, competitions, and behind-the-scenes moments. Rather than one-off images, the focus is on long-term, consistent visual storytelling that reflects how the space actually feels to be in.
The brief
ChalkUp needed photography that felt:
- Real and unforced
- Inclusive and welcoming
- True to the energy of the space
- Useful across social media, web, and marketing
The key challenge was avoiding anything staged or overly polished. ChalkUp isn’t about perfection — it’s about effort, community, and people showing up.
How I approached the shoot
Because this is an ongoing project, there isn’t a single “shoot day” mindset. Instead, I work around the natural rhythm of the gym.
That means:
- Shooting during real sessions
- Working around members, not interrupting them
- Blending into the background where possible
- Letting moments happen rather than forcing them
Lighting is a constant consideration in a climbing gym — mixed light, movement, chalk dust, and fast action all play a part. I lean into that rather than fighting it, aiming for images that feel lived-in and dynamic rather than overly clean.
What I focused on capturing
Across sessions and events, the focus stays consistent:
- People climbing, training, and supporting each other
- Coaches working closely with members
- The scale and shape of the climbing walls
- Small details that give context — chalky hands, taped fingers, tired smiles
These are the moments that tell the real story of the space.
The outcome
The resulting images are used across:
- Social media content
- Website imagery
- Event promotion
- Ongoing brand storytelling
Because the work is ongoing, ChalkUp now has a growing library of imagery that reflects who they are now, not who they were six months ago.
That consistency is far more valuable than a single polished shoot.
Why ongoing photography matters here
For a space like ChalkUp, regular photography makes sense.
The gym changes. The people change. Events come and go. An ongoing approach means the visuals stay current, relevant, and honest — without needing to reinvent the wheel each time.
It also allows the content to grow naturally, rather than being forced into a single concept or campaign.
Final thoughts
This project works because it’s collaborative and relaxed. I’m not there to direct or disrupt — I’m there to observe, adapt, and document what’s already happening.
That approach suits ChalkUp perfectly, and it’s one I bring to all ongoing commercial and event photography projects.