School portrait photographers are usually the joke of the photography industry, but did you know that many of them are profiting over a million dollars a year? Years ago, I tried to break into this industry, but it felt impossible. But now, after talking to Heather Crowder, it doesn't just seem possible, it seems easy. A year ago, I made a video about photographers who were quietly earning massive profits while staying completely under the radar. I called them the “hidden millionaires” of the photography industry. One of the most surprising areas? Volume photography. Think school portraits, sports team photos, and corporate headshots. These photographers aren’t household names, but some are making over a million dollars a year. At the time, I brushed it off as too complicated. How do you even manage thousands of clients, and how could you possibly break into markets that feel totally locked down?
That all changed when GotPhoto reached out to me. They make software that solves the logistical nightmare of volume photography. They take care of the hardest part: organizing and delivering images to hundreds or even thousands of clients. Imagine uploading a spreadsheet generated by the school, and instantly, every child has their own private gallery, complete with automated reminders, payment processing, and delivery.
But the hardest part is actually getting the job. Most schools have used the same company for the last 20 years. The real breakthrough came when I interviewed Heather Crowder, who shoots outdoor portraits of children at private schools. Heather didn’t follow the traditional “assembly line” portrait model. Instead, she brought her own style, shooting outdoors in natural light, creating multiple unique images per child, and building an experience parents and kids actually loved. What started as a one-off preschool gig turned into a business generating millions of dollars, and more importantly, a steady stream of new family and corporate clients.
Heather’s story is inspiring because it proves this isn’t just for insiders with decades of connections. With the right approach, creativity, and the right tools, anyone can start building a profitable volume photography business. What amazed me most was that Heather now makes even more money doing corporate headshots the same way she does school portraits. That means this opportunity isn’t just limited to schools; it can apply to sports leagues, local businesses, and beyond.
If you’ve ever felt stuck chasing one-off clients, Heather’s story might just change how you see photography as a business. Watch the full interview above; I promise it’ll leave you as inspired as I was.
Very informative! thanks.
Heather is a genius. Her business model is unparalleled. Her openness in this interview is very inspiring.
"shooting outdoors in natural light, creating multiple unique images per child"
I can't emphasize enough how much I LOVE this approach! Back in high school I've had both "standard" photos that were awfully edited (seriously, everyone's skin looked like an insane amount of smoothing Photodiva filter and everyone's skin tone was visibly lightened) and pictures taken outside. The grass was green, the sun was shining, the smiles were real and I love these photos to this day still and it's been far more than a decade since. No wonder parents and kids love her style and approach!