Since 1984 Action Camera has dedicated itself to providing service, quality, and professionalism to the photography community of the greater Sacramento area. Thanks to our amazing customers, we continue to thrive in our Rocklin, CA location and have since opened up a second store in Reno, NV.
We may be small in size, but we make sure to fill every inch of our stores with quality photographic equipment. Our staff has all the knowledge and experience to help you find exactly what you’re looking for. Each of our locations offers a wonderful selection of new or experienced cameras and lenses from brands such as Sony, Fujifilm, Canon, Nikon, Panasonic, and OM System. You can find your studio equipment, bags, lighting, batteries and so much more here at Action Camera. Can’t find it in the store? We’ll order it for you.
We’re more than a retail camera store, we are a community-first business. We proudly offer classes, workshops, a rental program, film processing, and more!! Whether you're a pro, hobbyist, or complete beginner, we are here to help you get the most out of your gear.
So, stop in for a visit! Our fabulous staff is here to assist you. Read about our rock stars below!
Charlie began working in camera retail at 16 for the original owner and then left to finish his BA in Economics from UC Davis, eventually moving on to working in the rental car industry and in pharmaceutical sales. In 2010 Charlie returned and one year later purchased the business. Since then Action Camera has expanded twice and moved into a much bigger location in Rocklin along with a second location being added in Reno, NV.
Charlie enjoys helping people realize their photographic visions and creating new opportunities for his employees. Back when he had free time, Charlie enjoyed watching sports, traveling, and of course photography.
Melinda has loved photography since she was a child- specifically landscape and nature photography. She has her Bachelor of Fine Arts degree from the Academy of Art University where she only deepened her appreciation for visual arts. Melinda has been the backbone of Action Camera ever since she joined in 2012. Her passion outside of photography is travel, which is why you aren't likely to find her in the area on her days off.
Her biggest pet peeve is when photos are too blue. Don't test her on this.
Katie keeps the Reno location running smoothly (from behind the scenes). If you need to find her, just follow the laughter.
A few years after graduating from the University of Michigan, Katie made the move west to the quirky state of Nevada. Katie loves hiking and being in nature and she documents it all with her camera. Katie loves to read, write, and travel as often as possible. She also loves cats... And wine.
Chris Wright has been part of the Action Camera crew since 2016, doing a little bit of everything—teaching classes, planning, supporting the sales team, and making sure cameras (and customers) stay in working order. If something needs fixing, shipping, or figuring out, Chris is on it.
With extensive experience in computers and Adobe Lightroom, Chris helps photographers make sense of their digital workflow, from file and folder management to fine-tuning edits. Whether it’s one-on-one tutoring or troubleshooting a tech issue, he’s the guy who can get your images (and your sanity) back on track.
Known for his deep photography knowledge and a knack for explaining things without making your brain melt, he’s the go-to guy whether you’re a newbie or a pro.
Ellie has been part of the Action Camera team since 2020. Now, she is the store’s Community and Media Manager. She is in charge of social media, working closely with schools, photo groups, and customers to help build and maintain a strong photography community. She has been a photographer for as long as she can remember and has a Bachelor's degree in Photojournalism. She lived in San Francisco for several years interning at newspapers and magazines, fueling her insatiable curiosity about the world around her. Ellie loves rollerblading, reading, crafts and of course, all the dogs.
Brian White is the Sales Manager for the Reno store. Having been here from the opening of the Reno location, the last seven years with Action Camera has been an extraordinarily rewarding experience. From helping people to follow their photographic passions, to offering his expertise on all things photography, his love for the craft has grown over the years. Always learning something new, he’s proud and excited to have this opportunity to work with the community in the Biggest Little City.
Outside of work, you’ll find him practicing his jabs and footwork in boxing class, digging through crates to find new records to listen to and taking photos of the world around him as he ventures through life.
Alison is a passionate photographer with 10 years of experience in the industry. She thrives on capturing memories and transforming them into personalized works of art that reflect her clients' vision. Alison finds joy in the editing process, especially when she sees the happiness it brings to those who cherish the moments she has documented. Her wealth of knowledge makes her a reliable resource, and she never shies away from hard questions. If she doesn't know the answer, which is rare, she works tirelessly to find it. When she's not behind the lens, Alison enjoys listening to her favorite audiobooks and spending quality time with the people she loves, making those connections an essential part of her life!
After winning 2nd place in the California state fair, Claire shot right into an AA in Photography through Sierra College, and soon after joined the Action Camera team!
Sometimes it's nature, maybe a bit of action, but above all, Claire has always loved capturing the theatrics of narrative portraiture! From working with cosplayers to portraying her own favorite stories found in fairytales and mythology, she's certain she enjoys creating moments, rather than finding them.
Claire enjoys finding solutions whatever the problem is, always wanting to learn and extend that knowledge to others! She'll treat you like you're already her friend, listening well to wins and woes alike.
When she has the time, she loves exploring (*usually* in places she's allowed to be), reading, baking, weaving chainmail, pspsps'ing at every cat, and playing a LOT of Dungeons and Dragons.
Connor is "The Video Guy," he has been shooting video and photo for 10+ years. He holds an affinity for new gear, all things cinematic storytelling (lighting, specifically,) and travel/landscape photography. Lighting is obviously THE most important part of cinema, the camera department ain't nothin'. Connor has been working professionally in the filmmaking world as a Gaffer, or chief lighting technician, for 4 years and on many different projects; including documentaries, commercials, countless short films, and 3 feature films. The first movie he worked on: "Inhabitants" is currently available for purchase on Apple TV and Amazon Prime!
Lily is an adventurous spirit with a passion for travel, having explored many places and eager to see even more of the world. Along with a deep love for reading, Lily goes through countless books, constantly expanding knowledge and exploring new perspectives. With an Associate of Science degree in Photography, Lily combines artistic vision with technical skills to capture life's moments, both big and small. Known for being happy, bubbly, and always eager to help others, Lily strives to help everyone document the special memories in their lives, preserving them for years to come.
George Yamamoto is a cinematographer with over 30 years of experience in film, television, and media. From feature films, television and commercials, George has worked across a variety of formats, from 16mm film to digital cinema cameras.
In the early 2000's George moved to Thailand, where he spent over a decade working on feature films, commercials, and corporate projects as a cinematographer. This international experience allowed George to continue his love of traveling and experiencing different cultures and people.
George is also a fan of 2024 World Series Champions Dodgers, 17 times NBA champs Lakers and 2021 Super bowl winner Rams.
Known to coworkers as The Silver Dragon, Mark is a passionate photographer, aquarium enthusiast, and devoted Golden Retriever owner. Since high school, he has honed his skills in landscape and macro photography, capturing both grand vistas and intricate details.
Outside of work, he enjoys tending to his aquariums and exploring nature with his loyal canine companion. Whether behind the lens or caring for his aquatic world, Mark finds joy in creativity, nature, and the connections that make life meaningful.
Christina (better known as Stinna) has been making images for over 20 years. From the high school dark room to set production in LA, Christina has dabbled in a little bit of everything. Her specialties are portraiture and lighting, but her love lies in all things film.
When she’s not at the shop you can find her along the 395 corridor or exploring the Sierra Nevada.
Blair's photo journey began in 2009 with a Nikon D90 in hand, capturing the world through the lens of both a fashion designer and a photographer. With degrees in both fashion and finance, Blair sees beauty not just in the clothes people wear but in the way light falls on a subject, in the expression caught in an unguarded moment. Fashion and portraiture are her calling, yet her love for travel and landscapes pulls her toward grander vistas, where style meets story against the backdrop of the world itself.
Though she spends her weekdays in finance, Saturdays belong to Action Camera. What began as lending a hand at the swap meets grew into something more, and since 2019, she has been a steady presence on the sales floor—helping customers navigate gear, rentals, and the endless possibilities photography offers.
We would love to hear from you!