Podcast Summary: The Heart & Hustle Podcast | Episode 426: Creating a Powerhouse Photography Team of Associates with Ryan and Heidi of Forged in the North

Hosts: Evie McLeod & Lindsey Roman
Guests: Ryan and Heidi, Founders of Forged in the North
Release Date: March 25, 2025

1. Introduction to Ryan and Heidi

Evie McLeod [00:00]:
Evie welcomes listeners to an informative episode tailored for photographers considering team expansion, associate programs, or starting a studio. She introduces Ryan and Heidi, the powerhouse duo behind Forged in the North, a renowned New York City-based photography studio with over 15 years in the wedding industry.

2. Building Forged in the North

Ryan [07:38]:
Ryan shares their journey from architecture students to full-time photographers. "We decided to make that jump from full-time architects to full-time photography. Wow. And that was the same year we founded Forged in the North."

Heidi [08:35]:
Heidi discusses the evolution of their studio's name, emphasizing a desire to build a team of equals rather than a traditional husband-wife setup. "We wanted something memorable and different from the typical light and airy names."

Ryan [09:22]:
Ryan elaborates on the naming inspiration, blending their northern roots. "Forge in the North represents the forging of our partnership and our backgrounds from Chicago and New York."

3. Expansion: Introducing After it All

Ryan [13:42]:
Ryan introduces their sister company, After it All, created to address high demand and offer services at a lower price point. "After it All emerged out of a supply and demand situation."

Heidi [14:18]:
Heidi explains that After it All serves clients who may find Forged in the North too expensive or unavailable, thereby increasing their overall booking capacity. "It solves the availability problem at a lower price point."

4. Business Models and Payment Structures

Ryan [27:28]:
Ryan outlines the distinct payment structures for both studios. Forged in the North takes a fixed admin fee of $1,200 per booking, averaging 10-15% of the invoice. "Forge is about marketing and our brand, constantly strengthening it."

Heidi [28:22]:
Heidi details After it All's model, where shooters are paid an hourly rate, allowing flexibility and scalability. "It's more of a traditional approach, ensuring shooters have autonomy."

5. Team Building and Management

Heidi [25:00]:
Heidi emphasizes the importance of finding talented individuals who align with their studio's values. "Everyone on our team has been developing into such incredibly talented artists."

Ryan [35:28]:
Ryan highlights their selective hiring process, valuing long-term relationships over short-term gains. "We've been able to build a cohesive team where everyone grows together."

6. Handling Client Relations and Challenges

Heidi [43:19]:
Heidi addresses the stigma associated with associate shooter models, advocating for transparency and quality. "We wanted to redefine the bad perceptions by building a reputable and ethical model."

Ryan [53:01]:
Ryan shares strategies for managing difficult clients, emphasizing empathy and proactive solutions. "If a bride feels something went wrong, we respond with understanding and offer to make it right."

7. Key Insights and Lessons Learned

Evie McLeod [71:33]:
Evie underscores the foundational importance of integrity and kindness in client interactions. "The foundational piece is the heart posture, the character, the integrity."

Heidi [67:34]:
Heidi reflects on the value of learning from failures and adapting strategies accordingly. "All of the failures we've had have been a growing experience."

8. Advice for Aspiring Photography Studio Owners

Heidi [65:42]:
Heidi advises utilizing word-of-mouth and formal job postings to find suitable associates. "Put the word out there with planners, other photographers, and even through platforms like Reddit and Facebook."

Ryan [72:26]:
Ryan emphasizes the importance of flexibility and supporting associates' individual goals. "We take into account how many weddings they want to shoot and adjust accordingly."

9. Final Thoughts

Heidi [73:05]:
Heidi concludes by highlighting the success and longevity of their team members, attributing it to their ethical and supportive business model. "Paul and Ben have been with us for 10 years, which says a lot about our approach."

Ryan [73:37]:
Ryan reflects on the seamless integration and mutual growth within their teams, reinforcing the strength of their business structure.

Notable Quotes:

• Ryan [07:38]: "We decided to make that jump from full-time architects to full-time photography. Wow. And that was the same year we founded Forged in the North."

• Heidi [09:27]: "We wanted something memorable and different from the typical light and airy names."

• Ryan [27:28]: "Forge is about marketing and our brand, constantly strengthening it."

• Heidi [43:19]: "We wanted to redefine the bad perceptions by building a reputable and ethical model."

• Evie McLeod [71:33]: "The foundational piece is the heart posture, the character, the integrity."

• Heidi [65:42]: "Put the word out there with planners, other photographers, and even through platforms like Reddit and Facebook."

Conclusion:

In this episode, Ryan and Heidi provide a comprehensive look into building and managing a successful photography studio team. They share invaluable insights on creating a memorable brand, expanding business models to meet market demands, and maintaining ethical practices to foster long-term relationships with both clients and associates. Their emphasis on integrity, flexibility, and continual learning serves as a blueprint for creative entrepreneurs aiming to elevate their businesses.