What if being “just a photographer” isn’t enough anymore?
In this episode of Say Cheese, I sit down with Cole Roberts, co-founder of Way Up North, longtime wedding photographer, creative entrepreneur, and now the builder of a digital detox retreat in the Swedish forest.
Cole has spent over 18 years in the photography industry.
But this conversation?
It’s not about lighting or gear.
It’s about burnout, identity, ego, and building a life that actually sustains your creativity—long term.
Watch the Interview
“Push yourself. Be vulnerable. Don’t try to be amazing, just be real.”
That’s how Cole opened our conversation. And honestly, it hit hard.
Because we’ve all felt the pressure to keep performing.
To stay booked. Stay visible. Stay relevant.
But Cole’s story is a reminder:
Sometimes, the real growth starts when we step back.
What You’ll Learn from Cole Roberts
1. Why Most Wedding Photographers Burn Out
“If photography is your entire identity, burnout isn’t a matter of if—it’s when.”
Longevity in this industry isn’t just about craft.
It’s about curiosity—outside of your work.
Hobbies. Passions. Space to breathe.
You don’t just need a brand.
You need a life that fuels it.
2. The Ego Filter: Who Gets the Stage
“If I sense ego, I move on. I want speakers who are a little scared. That means they care.”
As the founder of Way Up North, Cole receives tons of speaker requests.
But follower count and flashy reels won’t get you the invite.
It’s about humility.
And whether you’re speaking for impact—or for attention.
3. Photography Is Really a Hospitality Business
“My dad said—make sure everyone who walks in has the best part of their day.”
Cole didn’t grow up in a creative agency.
He grew up working in a video store in a tiny Canadian town.
That early experience taught him everything about service, connection, and creating moments people remember.
And it shows in the way he runs his business—and his life.
4. From Destination Weddings to a 25-Year Dream
Today, Cole’s still shooting weddings.
But his bigger vision? A digital detox retreat on 300 acres of coastal forest in Sweden.
“This is my long game. A place for people to unplug and reconnect.”
It’s proof that what you build doesn’t have to stay the same forever.
It can evolve with you.
Final Thoughts
This isn’t just a story about weddings or speaking on stage.
It’s about creative evolution.
It’s about staying grounded when the spotlight fades.
And it’s about building something that keeps giving—even after the bookings slow down.
Cole’s journey is proof that you don’t have to stay in one box forever.
You’re allowed to change.
You’re allowed to grow.
You’re allowed to build a version of success that looks nothing like what Instagram told you it should be.
So if you’ve been feeling the itch to shift—lean in.
This episode is your permission to make space for what’s next.
And Say Cheese! is here to remind you that you’re not doing it alone.
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