Karen Yeomans is a London-based award-winning photographer and videographer whose work is deeply rooted in her lifelong connection to movement, sport, and community. From her early years as a competitive athlete to her later discovery of yoga as a form of “movement medicine,” these experiences shaped both her creative vision and her perspective on the human body, resilience, and empowerment. Her journey began during her photography degree, where she first explored how imagery influences societal perceptions, a theme that continues to run through her work today.
Over the years, Karen has captured the energy, emotion, and spirit of sport for global brands, athletes, and organisations, guided by a commitment to elevating the visibility of women in sport. Influenced by her own lived experiences and a strong belief in the impact of representation, she uses her lens to tell authentic stories that celebrate strength, identity, and connection.
How did you first get into the industry?
When studying my photography degree, I became interested in the impact images have on how we perceive the world and our place.
I thought I wanted to be a fashion photographer - I loved the colour, drama and storylines portrayed in fashion photography but questioned the consequences. (Think 90s waif starving look).
My final year project ‘Beautifully Damaged’ explored the messages send to women in the media. It culminated in a series of images mocked up as a magazine spread depicting a woman for sale for the price of her clothing accessories.
Exercise and movement build communities and empowers people. The positive effects of people coming together to connect, trust, smile and move energy are profoundly powerful. I have lived it, so naturally it has become integral to my work.
Where are you based now and who do you work for?
I am an Award-winning photographer who captures the power, movement, and emotion of sport with dynamic energy. Based in London, I collaborate with brands, agencies, and businesses to create striking visuals that inspire and engage.
I have worked with Nike, Red Bull, GB Boxing, and the ECB, delivering impactful campaign imagery. I also help fitness, lifestyle, and yoga brands bring their vision to life through compelling photography that expresses their passion, teachings, and products.
What is your personal background and what role did it play in your career?
My enjoyment and enthusiasm for sport and games began at an early age. I competed at national level in middle distance and cross country. It was a large part of my youth.
It was through the love of moving my body that at 19 I found yoga. It became my movement medicine, helping to manage a chronic illness I suffer from. As a teenager I had developed Achalasia, an idiopathic condition that prevents the swallowing of food. It awoke a realisation to me that my health could not be taken for granted and this fine-tuned my focus. Sports and yoga supported my post-surgery recoveries, have kept me well and fuelled the determination to fulfil my potential despite my medical challenges.
If you weren’t in your current industry, what would you be doing?
I would work in the health and wellness industry in some other capacity or work with animals
Can you explain your creative process? What makes it unique?
Sports have always been at the heart of my life. From the muddy cross-country races of my childhood to the exhilarating finish of the London Marathon, my journey has been shaped by movement. Whether it’s the tension of test cricket or the adrenaline rush of a tight rugby match, I thrive on the raw emotion and energy that sport brings. But sport is more than just competition, it has been my medicine, helping me manage a chronic illness and build resilience. This deep understanding of the human body and the power of sport within communities is at the core of my work.
As a sports photographer, I bring this personal connection to every shoot, capturing the spirit, movement, and impact of athletes and their stories. My mission is to elevate the visibility of women in sports, believing that a female perspective is vital in shaping the narrative. In 2018, I was honoured with the Women’s Sport Trust ‘Imagery of the Year’ award, recognising my dedication to this cause.
How would you describe your style?
What excites me most is witnessing and celebrating the incredible progress of women’s sports on a global stage. If I could live my life over again, I’d play cricket or rugby, two sports that inspire me with their grit, teamwork, and passion. I only wish that young girls today, including my younger self, had experienced true equality in sport, whether on the field, behind the scenes, or in leadership. There’s no doubt it would have shaped our potential and life choices for the better.
I’m passionate about using photography to amplify athletes' stories, translating their personality, resilience, and goals into powerful images. My mission is to enhance their visibility, capture their journeys, and help brands, agencies, and businesses harness the power of sport to break boundaries.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
My inspiration is drawn from amazingly talented photographers like Carlos Serrano, David Clerihew and Adam Hinton. It never occurred to me 10 or so years ago that I was in a minority and that I had been missing a female role model in the genre.
I guess the situation is like the representation of women in sport, and I started to question, could this impact how women are represented in sports imagery?
That was the eureka moment when I fully understood my primary mission is to amplify the visibility of women in sports, understanding the crucial role a female perspective plays in shaping the narrative.
What tips would you give to aspiring creatives looking for work?
Keep making work – Make work you genuinely care about for causes you care about, with people you care about.
What tips would you give to other professionals to get more clients?
Persistence – Keep making contact, don’t doubt yourself and keep connected to a community of creatives to keep the fire alive.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
Working with Saracens was a particularly profound experience. Observing the girls in training, I was struck how they looked straight through the camera. Women in their own power being exactly who they are. Within the team culture they offer strength, support, trust, and motivation to each other. I finally found what I had been looking for.
What kind of tools/kit/software could you not do without?
My Nikon cameras & Lenses – Adobe lightroom and photoshop – My MacBook and iPhone 16 for making spontaneous stills and motion with black magic app
What’s your secret to staying inspired and motivated?
I am following my inner most desire – Sure I have to do lots of work I am less connected to make it work but I am focussed on my goal and my why I want to make the work I do.
What’s the work achievement you’re most proud of?
I was honoured with the 'The Women’s Sport Trust' imagery of the year award in 2018 For my personal projects focus on women’s and grassroots sporting initiatives. My 1st class for photography degree and still being here making the work I want to make 30 years later.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
With Ai and a depreciating market for photography it is hard to say. I think we must stay agile. Prepared to compromise and diversify.
What do you think sets apart truly exceptional creatives from the rest of the pack?
Resilience – Never giving up
What is the one thing that you would change about the industry?
How expensive all the equipment is and how respected and understood by clients how much we have to commit to making the work. Also, the number of women who stay in the industry.
Any websites, books or resources you would recommend?
My website.
Resources for photographers: Darklight/association of photographers/AOP f22
Books: Photographers playbook
