Award-winning photo booth supplier for events

CHRIS Goodchild, 47, is the founder and chief executive of event photo experience company Best Magic Mirrors. He lives with his wife and two children Lily and Oliver near Fingest and is a river boat owner. He also plays hockey and enjoys clay shooting.

Describe your business:
Best Magic Mirrors creates refined photo booth experiences for weddings, private celebrations and brand activations across the UK. We are multi-award winning and have supported royal weddings and high-profile clients.

How many people does it employ?
We currently employ 17 team members through our growing franchise network, including our much-loved “Booth Butlers” and “Butlerettes”.

What did you do before you started this business?
I founded a graphic design and marketing company, which gave me the creative and strategic foundation to build something bigger.

When did you start your business?
I founded Best Magic Mirrors in 2015, becoming one of the first innovators to introduce a virtual photo booth experience to the UK market.

What was your objective?
To build a business I love waking up to every day, while creating the freedom to enjoy my family life on my own terms.

Who, or what influenced you to set up your own business?
From an early age, I was influenced by my parents, who were both self-employed and ran three
successful high street businesses in the Eighties. They worked tirelessly through two recessions, demonstrating remarkable resilience.

Do you have a mentor or role model?
I make a point of surrounding myself with people who inspire me to be the best I can be. This approach has served me well.

How is your business doing compared with last year?
Year on year, our business continues to grow, thanks to a model built on delivering exceptional experiences. We operate on the belief that we are only as good as our last event, which leads to repeat referrals and long-standing partner collaborations.

Do you compare on a regular basis?
I review our performance on a monthly, quarterly and annual basis. This ensures that both I and our partners have a clear view of how they are performing, as well as how the brand is performing overall.

How do you market your business?
A significant portion of our work comes from referrals. In addition to social media, we actively market our services through industry events, conferences, and wedding showcases.

What’s the best thing about running your own business?
Aside from absolutely loving what I do, it is having the freedom to manage my own time. Taking control of your own destiny isn’t easy but when something is truly yours, you naturally invest more energy and commitment into it.

What’s the most challenging aspect?
Recruitment. Finding staff and franchise partners who truly align with our vision, values and work ethic can be difficult. Another challenge is being compared to lower-cost alternatives.

Where is your business headed?
We’re on an exciting growth journey, seeking franchise partners across the UK ready to join us and make an impact. If this opportunity excites someone in Henley, we’d love to hear from them.

How important are online sales and why?
We have an online booking system but they’ve never been our main focus. We thrive on human interaction.

Are you using Generative AI to shape your business?
We use AI primarily to enhance the customer experience at events. We love embracing new technology and AI fits perfectly with our approach to innovation and creativity. This includes activations like our SketchBot, a robotic arm that combines AI-generated art with photography to deliver a custom-drawn keepsake, as well as creating AI images and videos from photos captured during our various photographic experiences.

Do you have a five-year plan?
We prefer to work with a dynamic three-year plan that evolves as new smart technology comes to market.

Do you have a work-life balance?
I never miss a moment that matters to my children. That’s non-negotiable. The beauty of being your own boss is having the freedom to show up for the school plays, the sports days and the everyday milestones that you can’t get back.

Do you set any goals at the start of a new financial year?
Absolutely. We set clear financial goals across the network and work together to not just hit them but beat the previous year. But it’s not only about numbers, we set experience goals too. Who do we want to work with? Where do we want to show up?

What’s the most valuable thing you’ve learned since you started your business?
The importance of resilience.

What advice would you offer to anybody starting a business?
Save yourself time and unnecessary setbacks by finding a franchise that aligns with what you were planning to build independently and benefit from the rewards an established model can offer.

What’s the biggest mistake you’ve made?
There have been many and I’m sure there will be more. If I had to choose one, it would be not delegating sooner.

How organised are you?
In the events industry, organisation is essential it’s the foundation of everything we do.
How are you planning for retirement?
I don’t see myself fully retiring. For me, it’s not just about continuing to work, it’s about purpose, creating a lasting legacy and mentoring the next generation of entrepreneurs.

What’s the secret of your success?
Doing what I love every day, learning from failure and continually refining a strategy that adapts to change.

What three qualities do you think are most important to running a profit-able business?
Passion for what you do, unwavering resilience to overcome setbacks and the ability to evolve and adapt quickly.

What can’t you be without every day?
I love my tea and my phone is my mini command center — I run everything from it

Lunch at your desk or going out?
Going out, every time! Nothing beats a break from the desk.

Do you continue to study?
Absolutely. I stay curious and constantly research the latest technology, ensuring we remain at the forefront of our industry.

What do you read?
I prefer learning on the go, whether that’s through podcasts, YouTube demos, or exploring new products and services first-hand.

What change would you most like to see in 2026?
I’d love for the UK to celebrate the positives more. We often focus on the negative, yet there’s so much good happening that deserves recognition. Contributing to this column, with the hope of inspiring others, was a perfect opportunity to do just that.

Interview by Will Hamilton, intermediary and global marketing consultant, Hamilton Associates