I'm really excited to introduce my latest branding and marketing work with the team from It's Flex Time. They create amazing, great feeling fitness apparel for all levels of athletes. Owners Adam and Lauren wanted to create new images for their upcoming line of fitness shirts and setup an on-site marketing photo session.
We shot at Temple Gym & Fitness in Jacksonville, Florida with an early 7am call time. They brought the fitness apparel and I brought new photo assistant Piper Hansen to assist with lighting and BTS photos.
For this session, I was shooting inside and needed to ensure I created properly lit photos. I brought my Profoto D2 and B1X strobes. I can open up my aperture and increase my shutter speed thanks to the High Speed Sync (HSS).
Lauren kicked off the shoot unveiling the Super Hero shirt collection. Paired with a few props and we started out with some great images. I chose to use a wide apeture (f2.0) to create a nice effect with the gym equipment in the background.
Next Lauren brought out the tanks. Piper and I moved around the gym to get a few different background looks. I also included fitness equipment to get the models in action.
Of course doughnuts and fitness makes sense! These shirts were some of my favs. I was able to play around with the equipment using the puns on the shirts.
Doughnuts as heavy as dumbells.
Switching back to t-shirts, I kept the energy going using even more fitness equipment.
Check out Piper rocking the camera while Stephanie performs a workout. Scroll to the see the final image. It really does help to have High Speed Sync to freeze and light this motion.
Here's another behind-the-scenes look of Piper and myself trying out a pose before we had our models attempt. I had to get the framing right so we both had to try the medicine ball.
Who did it better?
These shirts were so creative. I had Stephanie practice a few of her yoga moves. Piper helped open the garage door and let in some nice backlight.
I had the garage door open which gave us some nice backlight/rimlight and Piper helped us move equipment to final spot in the gym.
Thanks to the Temple Gym & Fitness crew for shutting down the gym just for the shoot. Amazing space that you should definitely check out.
Thank you to Adam and Lauren for such an amazing shoot. I had a blast working with all the athletes/models. I am looking forward to creating more images for the It's Flex Time team in the future!
It's pretty cool seeing my images helping their brand increase sales and tell their story.
Huge shout to my photo assistant, Piper Hansen, for these awesome BTS shots. I could not have done this shoot without all her help! She really captured our process and all the fun we had.
I'd love to work with you and create images that tell your story. Let's get started now.
© 2026 Matt Pendleton Photography