— FOCUS

Brand Strategy

Documentary Storytelling

Asset Management

— ROLE

Founder

Principal Photographer

— DATE

2014 to 2022

I founded Vélofocus to address a specific gap in the market: women’s road cycling was growing rapidly and needed editorial-standard imagery that matched the professionalism of the racing. I built the photo agency from a concept into a recognised industry entity, establishing a visual identity that set us apart from the competition.

Logistics & Planning: Managed complex travel and race logistics around the world, ensuring coverage of all UCI Women’s World Tour events and other high profile races within strict budget constraints.

Commercial Partnerships: Negotiated and secured licensing agreements with brands, teams, and editorial publications.

Digital Infrastructure: Developed and optimised systems and workflows for fast and efficient content delivery during live events.