From the court to the other side of the lens.

I grew up playing basketball from the age of 14, training seriously with professional aspirations. At 17, something shifted. The drive was still there, but so was a pull toward something else. The goal of reaching the highest level as a player stopped feeling like the right goal. A new purpose needed to take its place.

That new direction started with a YouTube search. I wanted to film myself playing for film study — I typed how to film basketball and found the world of sports photography and videography. In February 2025 I flew to London, dug out a beginner camera I had forgotten in a closet, bought my first lens, and spent days taking street photos. Back in Aarhus, I emailed Bakken Bears — the best basketball club in Denmark — and asked if I could come to a game and take photos for free. I had no professional experience. They said yes.

What started as courtside photos grew quickly. Highlights, action photography, event coverage. With every game, my role and responsibility grew. I have now worked with Bakken Bears across three seasons, including covering their FIBA Europe Cup matches to international tournament standards when their primary photographer was unavailable — an experience most photographers never reach in their first year.

By summer 2025 I enrolled in a startup business course and took a hard look at where the business was going. The insight was clear: most photographers and videographers deliver content and walk away. What sports businesses actually need is the full chain — strategy, content, posting, and optimization — run as one system. I took a social media marketing course, restructured the entire offer, and LethsLens became what it is today: a sports marketing studio, not just a production service.