How Ben Johnson Built A Global Creative Business Through Tennis, Social Media And Cinematic Storytelling

In a rapidly evolving creator economy, where digital talent increasingly rivals traditional production studios, few individuals have carved out a niche as distinctly or as commercially influential as Ben Johnson, known online as @thetennis101.

In under two years, Ben has transformed from a tennis enthusiast with a camera into one of the most in-demand and recognised creative voices in tennis culture, pioneering a cinematic and aspirational style that has set a new benchmark for the sport across digital media.

His tennis-focused visual style, filmed and produced single-handedly, has attracted partnerships with globally recognised brands including luxury hotel groups like Four Seasons, global sportswear leaders such as Lacoste and Wilson, and most recently, Ben has been commissioned by major technology innovators including Meta, promoting the all-new Oakley Meta AI glasses and Adobe, producing high-impact campaigns for the Lightroom platform.

These collaborations reflect his position as a sought-after creative partner for prestigious global brands, a level of demand rarely achieved by independent creators.

This blend of sport, travel and technology reflects the evolution of his craft into a unique commercial model, one that combines cultural influence, creative excellence, and clear commercial value.

“I don’t see myself as an influencer, that word suggests posting for attention in my eyes. I build creative campaigns. I treat every campaign as if it were my own business. Every project is an individual production, crafted with purpose, detail and identity.”

From Economics Graduate To Creative Entrepreneur

Ben’s route into media was unconventional. A first-class Economics graduate, he appeared set for a traditional commercial career, but creativity was always his underlying current. As a child he played guitar, painted, and made videos, yet growing up in an entrepreneurial family meant he felt a parallel pull toward building something of his own.

“I always knew I wanted to start a business, I just didn’t know in what category,” he says.

After working as a creative director for several firms, he recognised an opportunity to merge strategic commercial experience with artistic vision. In summer 2023, he launched his channel and quickly realised it could become a scalable and lucrative creative venture. By combining his academic foundation in economics with hands-on creative skills, Ben established a model that is both creatively fulfilling and commercially sophisticated, one that has been rapidly recognised by leading global brands.

His business approach is rooted in commercial discipline: he charges per video, negotiates image and usage rights across multiple platforms, and structures brand partnerships like a modern production studio.

“People don’t always understand the business potential of social media,” he adds. “I charge per asset, licence usage across platforms, and work directly with global brands. The fees are attractive, but they are the result of the hard work, planning, and strategy behind every piece of content.”

The Modern Creative Startup

Beneath the cinematic visuals sits a commercial engine that aligns with the logic of a modern startup. Ben runs an agile operation that prioritises efficiency without compromising creative ambition. His model blends high-value global partnerships with a distinctive visual identity and a deep understanding of audience psychology and platform dynamics.

Rather than building a traditional agency structure, he has created a scalable model where one person, armed with technology and a strong creative vision, can operate at a global level. This structure is increasingly recognised across the industry as a future-forward approach to content production.

As brands increasingly re-evaluate the need for large production teams, Ben represents a new generation of creator-founders, individuals who own cultural niches, innovate visually, and execute campaigns with the precision and speed of modern media companies.

The Future Of Creator-Led Media

As technology continues to democratise creative production, Ben sees a future where niche-expert creators shape global storytelling, not traditional agencies.

“We’re in a new era where individuals can build serious media businesses with technology,” he notes. “If you can tell great stories and understand how culture moves, the opportunity is limitless.”

From entrepreneurial execution to creative innovation, Ben Johnson’s journey demonstrates the power of niche storytelling in the social media era, and signals a future where visionary creators don’t just participate in media, but redefine creative standards within their category.