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.
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 obviously her dog.
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.
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.
Peter grew up on the East Coast but moved out West where he got a bachelor’s degree in both economics and mathematics. After school, he started working as a representative first for Canon printers, then added still and video cameras to his ever-expanding knowledge base.
With siblings who all got degrees in engineering, he’s comfortable with the technical aspects of capturing and reproducing images. More importantly, he can translate that knowledge into plain English the average person can understand. Whether you are a working professional or an amateur hobbyist, Peter enjoys helping you achieve your creative vision.
Outside of work, Peter enjoys cooking and various genres of photography including architecture, aviation, food, macro, landscape, sports and wildlife. More recently he has been spending a lot of time photographing the night sky.
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.
Josh spent a decade in NYC working as a commercial freelance photographer before moving west almost 6 years ago. His work spans the advertising, editorial, music, and entertainment industries. His work has appeared in national ad campaigns, editorial portraits for national newspapers and magazines in the US and abroad, celebrity PR campaigns, and he has worked with countless Grammy winning music artists. He is best known for making classic, timeless portraits in studio and documenting behind the scenes of some of the most storied music festivals in the US. He also works in large format alternative process and published his first book of that work in 2015. In addition to making photographs, he has been teaching workshops and classes for last ten years focusing on portraiture and studio lighting.
He's also a goofball, if you can believe it.
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.
We would love to hear from you!