Case Study: SBR Coaching and Rocket Bicycle Studio

SBR Coaching and its sister company Rocket Bicycle Studio are located in Verona, Wisconsin. SBR Coaching owner Jessica Laufenberg is an exercise physiologist, coach, and biomechanic specialist. A hallmark of the SBR Coaching technique is to foster a sense of community among the athletes of all ages and abilities who come to the facility for highly individualized training.

Because the approach that SBR Coaching trainers take with clients is highly consultative and personalized, Laufenberg wanted commercial photographs that would document the transformation that occurs during the course of coaching and demonstrate to potential clients what they might expect, from the comradery between fellow athletes to the health and lifestyle improvements that result from focused and dedicated training. Because a significant number of clients are novice or returning athletes, being able to illustrate these experiences authentically was key.

Laufenberg hired Focal Flame photographer Clint Thayer for several commercial assignments to capture images for running, swimming, cycling, and multisport coaching at the facility and in the field, including during competitive events. Some of the resulting photos have been used to create custom photo books which Laufenberg and other coaches at the facility rely on during initial consultations with prospective clients. Others have been licensed for use in print ads (flyers), web, and e-marketing. A series of canvas wraps were created to provide unique, customized interior decor in the facility. Additionally, the availability of professional photography services has been so well-received by the athlete community at SBR Coaching that Focal Flame Photography has on occasion been hired to provide small-group sessions for special training events throughout the season as a value-added service to SBR clients.

Adjacent to the SBR Coaching Facility is Rocket Bicycle Studio, which specializes in unique, hard-to-find bikes and custom-built frames as well as bicycle maintenance and fitting services. With newly renovated studio space that opened in 2010, Peter Oyen of Rocket Bicycle Studio needed photographs of both the studio and many of the boutique bikes, components, and other products that they offered. Focal Flame Photography was hired to create these images. Commercial product photographs have been licensed for electronic and print use, as well as a series of large-format canvas wraps that adorn the studio walls.