The Photographer's Business Academy was established to help amateur, semi-professional and professional photographers to create and grow their photography businesses, to stand apart from the crowd, and to take their craft to the next level.

It was founded by Alex Smale and Gintare Dainelyte who together had over 20 years of photography and marketing experience. They realised that with their unique combination of skills, they could help photographers around the world to become more successful.

The Academy now offers a range of courses and mentorship covering all aspects of professional photography. From camera control mastery, discipline-specific tactics, and strategies, business development, cutting-edge digital marketing, editing, effects, equipment and more.

We are passionate about seeing you succeed. To stop struggling to get clients. To enjoy your craft. And to let it bring you the lifestyle you deserve.

Our Mission

Every product and activity of The Photographer's Business Academy is aligned with the mission to help professional photographers make their businesses thrive with the help of our expertise in photography, digital marketing, and entrepreneurship. So that they can create the abundance in their lives, build the photography businesses they deserve, with the feeling of fulfilment in their hearts.

Alex's Wedding Portfolio Showreel

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Our Key Values





We believe that people are at their best once they are doing things that they are truly passionate about. We are doing things that we are passionate about every day and we love helping photographers achieve the same.

Continuous Improvement


We believe that if you are not moving forward, you are moving backward and that once you stop growing you start dying, thus we constantly invest in ourselves, improve our knowledge and skills.



We are ambitious creators and constantly seek ways to share our value to the world through the power of creativity. We adore other creators and feel extremely fulfilled to be able to help them reveal their highest potential.



We think that life is too short to spend it without fun and laughter. We incorporate fun in every day of our and our students lives and you can find it in everything what we do. Having fun makes us and our students happy and we love it!



We always aim to achieve the best possible results in everything what we do, however, what makes us feel truly fulfilled is seeing our students' success. We consider ourselves most successful once we help other people achieve their success.



We have started this business to help good professional photographers become excellent in their businesses. High quality is extremely important for us, we aim to achieve excellence in everything what we do and we constantly share this value with our students.



We believe that everyone deserves to live a life full of time, financial and choice freedom. Our goal is to help photographers achieve that freedom so they can unleash their full potential and creativity to create timeless masterpieces.



We have found out that we feel happiest when we help others with the gifts that we have in this life. We believe that everyone deserves to be happy, thus, we always aim to help our students create the businesses that increase happiness in their lives.

Helping Society


Our fulfilment and happiness comes from helping others with our unique gifts and we truly believe it's our mission in this life. Helping other people around us is magical as it's power is making the world a better place.



We believe that you can achieve your goals only if you know what you want to achieve and why you are doing what you are doing. Having a clear vision is a foundation to achieving great results and we remind ourselves of our vision every day.



We are at our best when we maintain a positive ‘can do’ attitude. In this state, we accept every hardship as a valuable lesson in our life and it helps us to become stronger every time.



We are not interested in short-term success or results. We believe that the key to success and freedom is leading your life with integrity and building relationships with trust. Thus, being reliable is one of the highest value in our business.



We do believe that the greatest achievers had the greatest risks on their journey and we are not afraid to step out of our comfort zone and take bold actions to achieve our goals. When we feel the fear, we do it anyway.



We believe that life is much more beautiful when you surround yourself with the people that you love and do the things that you love. If you love what you do, it's much easier to keep going when you face the biggest challenges in your journey.



We believe that once you find your passion, you should master it to become an expert in that particular field. In that way, you will never feel like you are working a day in your life. We love being the best at what we do and we constantly keep growing to make sure that we are up to date with all the changes that happen in the industry.



We believe that you can live forever if you create a legacy. Every day we work towards creating our legacy for the world and love helping photographers to create their businesses that helps them feel inspired to catch the best stories and leave a legacy for the future generations.



What Do People Say About Us?

*DISCLAIMER: Individual results will vary from person to person. Please find the access to the full Disclaimer and Privacy Policy at the bottom of this page.*

Wouldn't It Be Great to Have More Clients?

We are passionate about helping professional photographers grow and create the best strategies to scale their businesses and never need to struggle with obtaining their ideal clients again. Click the button to schedule in your free strategy session and learn how we could help your busines thrive.


Kemp House, 152 – 160 City Road, London EC1V 2NX


Kemp House, 152 – 160 City Road, London EC1V 2NX

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