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Tracy Lints retires from Photo Direct

One of the photo industry’s few senior executive women, Photo Direct founding partner Tracy Lints, will retire at the end of July.

Tracy on a golf course somewhere in Scotland earlier this year.

Tracy is a founding partner, director and driving force of Photo Direct which has been operating for almost 11 years. Originally from New Zealand, Tracy joined the photographic industry with Agfa in 2002 and was heavily involved with the independent retail channel. She contributed to the industry as a member of the Victorian PMA committee for many years.

‘It’s been a fun (nearly) 11 years but now I want to spend more time on my golf game and less time on the photo and printing games,’ she said. ‘Whilst I say it has been fun, it has also been challenging – just as it has been for most people in the industry – but I still believe there are significant areas of upside for the print and photo industry if we keep reinventing ourselves to match the changing demands of the customer.’

‘When I first met Tracy she was so enthusiastic and full of bright ideas!’ said Richard Robertson, former managing director of Ted’s Cameras, and a long-standing friend (and fellow golfer!)

‘Tracy applied herself to all the tasks at hand. During the swap from old Agfa technology to the new HP system in our 22 stores, Tracy worked flat out…It simply would not have happened without her personal drive .

‘I’m sure her customers will be feeling a little sad to loose such a friend on the other side.
I wish her well in whatever direction the wind blows her in!’

Tracy will continue her role with Photo Direct NZ and will remain a Director there.

‘Tracy has made a significant contribution to Photo Direct and to the industry at large and we wish Tracy well for the future,’ said Steuart Meers, who worked with her at Agfa and then in establishing Photo Direct.


  1. Paul Paul July 8, 2016

    Thank you Tracy for your dedication to the photo industry Enjoy your new challenges in becoming a pro on the golfing world circuit t

    • Tracy Tracy July 10, 2016

      Thanks Paul. Yep I reckon I’m trading one set of challenges for another but at least these ones will all be of my own making!

  2. John Swainston John Swainston July 8, 2016

    Wow, way too young to retire! Tracy brought much to PICA in the years she was involved and has subsequently been a wonderful contributor in her role at Photo Direct. Always a hard worker, her ideas were always innovative and effective. Her warmth, sense of humour and skill have all brought much to the photo industry. I hope she gets more golf in after her retirement than I have so far. But then she was always able to focus, so I expect a handicap in single figures for her before too long! Tracy: You done good! Best wishes and thanks for all you brought to Photo Marketing in Australia and New Zealand.

    • Tracy Tracy July 10, 2016

      Thanks John. Wish I felt “way too young”, but actually I feel just right and ready for the next chapter. If you’re in Melbourne sometime and feel like squeezing some golf into your retirement, please do let me know.

  3. alan logue alan logue July 13, 2016

    Tracy, I agree with John – you are too young to retire.
    Whilst we haven’t dealt with you much, I have always respected you and enjoyed discussing photo industry “stuff” with you. I wish you all the best for the future, in whatever you decide to do, and will miss seeing your smiling face at industry shows.
    Alan Logue

    • Tracy Tracy July 16, 2016

      Thanks Alan. One of my plans is to play Adelaide’s top 4 courses followed by winery visits so you may well see a very smiling face again!

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