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A family business behind the lens
Action Moments started with two parents photographing their daughters’ teams. Twenty-plus years later, we give every athlete their photos for free.
Our story
Founded in 2002 by Brian and Amy Hamfeldt
Brian and Amy Hamfeldt’s four daughters competed in a variety of sports, and the family spent their weekends at competitions photographing them and their teams. They quickly saw how much parents and athletes wanted high-quality photos from these events.
Over the years Action Moments has photographed cheer, dance, gymnastics, baseball, softball and golf. Since 2021 we only offer free photos. We work directly with event producers so that great photos are part of every athlete’s competition experience.
Today Action Moments is a 50% female-owned business, co-owned by Brian and Amy, with staff based on three continents.
Our mission
Capture the energy and spirit of athletic competition, and give those memories to every athlete and family at no cost.
- 2002Brian and Amy Hamfeldt found Action Moments.
- 2012We begin sponsoring the USASF Senior Athlete Scholarship.
- 2021We move to free photos only, for every athlete.
- 2026One of our photos is chosen for Move United’s 2026 Adaptive Sports Calendar.
- TodayMore than 50 million photos taken, with staff on three continents.
In the news
Featured in Move United’s 2026 Adaptive Sports Calendar
Move United, which describes itself as the largest adaptive sports organization in the US, published its 2026 Adaptive Sports Calendar in December 2025. The calendar celebrates athletes with physical disabilities, from Paralympians to wounded warriors and youth athletes, and aims to change how people see disability.
Nearly 100 photos were entered in Move United’s nationwide photo contest, and 13 were chosen for the calendar. Action Moments is one of the 13 credited photographers.
Giving back
USASF Senior Athlete Scholarship
Since 2012 we’ve proudly sponsored the USASF Senior Athlete Scholarship, helping more than 20 athletes pursue their dreams at The Cheerleading and Dance Worlds.
Over $100,000 donated to scholarships