Amy Fraser grew up with a foot in two worlds—analytical and artistic. Her academic days were filled with maths and computer science, yet she balanced that logic with gymnastics and film photography. “I was a nerd and a wild card,” she recalls. But everything changed in Grade 12 when her father was diagnosed with brain cancer. That pivotal moment disrupted her world, pulling her away from her passions.
In search of direction, Amy cycled through degrees in architecture, interior design, and civil engineering. None fit. So she gave herself six months to find something that resonated. That period of exploration led her to a marketing role in a startup—and serendipitously, to yoga.
Photography, Yoga, and the Birth of @yogaroo__
Yoga wasn’t part of some grand plan. It entered her life through a free gym trial and a flyer handed to her en route to the supermarket. That one decision introduced her to a teacher who transformed her life. It also marked the beginning of her yoga journey, one rooted in gratitude, community, and self-discovery.
On weekends, Amy returned to photography—a hobby that had always felt like home. Eventually, she took a leap and pursued photography full-time. Her yoga niche emerged almost by accident with a dedicated Instagram account, @yogaroo__, which soon became the heartbeat of her business.
Building a Business with Heart
Amy’s entrepreneurial journey began with $50 portrait sessions listed on GumTree, taken up alongside her marketing job. Weddings came next, and with the help of a second shooter (a friend), her confidence grew. When 2020 hit, she leaned into freelance design and marketing to stay afloat.
What started as survival became strategy. @yogaroo__ was her turning point—a passion-aligned niche where she connected deeply with teachers and wellness entrepreneurs. Adding soulful web design to her offerings, Amy merged her visual talents and marketing expertise to create meaningful experiences for women in wellness.
Challenges and Lessons in Growth
Burnout and self-doubt shadowed her path, common companions for those in healing and creative professions. Amy had to unlearn the need to overextend and rewire the belief that she had to earn her rest. But she kept going. Her yoga journey, enriched through 200h, 300h, and yin 50h trainings, became her anchor.
Growth followed structure. She built systems for client onboarding and outsourcing, gradually raising her rates to reflect her value. Most of her success, though, came from one timeless engine: word of mouth and authenticity on Instagram.
A Mission to Empower and Celebrate Women
Amy’s work goes beyond pretty pictures. Her mission is to create spaces—both digital and physical—where women can feel expressed, seen, and celebrated in their most authentic form. Whether behind the camera or designing a website, she helps women embody their inner essence with confidence and clarity.
Business Takeaways from Yoga Founders Magazine
1. Niche Down with Intention—Even If It Starts by Accident
Amy's shift to yoga-focused photography wasn’t a planned pivot but a natural evolution of her interests. Finding and committing to a niche that resonated deeply helped her attract aligned clients and build a brand that stands out.
2. Let Systems Do the Heavy Lifting
Scaling doesn’t have to mean doing more. By automating client processes and outsourcing selectively, Amy preserved her energy for creativity and connection—both essential in wellness-centered businesses.
3. Your Brand Grows as You Grow
Amy’s advice is simple but powerful: teach people how to treat you. As she refined her visuals, messaging, and boundaries, the quality of her clients and income elevated accordingly. Clarity breeds respect, and evolution invites abundance.
