Some people have stayed glued to their screens during Covid. Others have pedaled and paddled their way through.
According to the NPD Group, dollar sales of bicycles rose 63% in June 2020 alone vs. a year earlier, and sales surrounding paddle sports jumped 56%. It’s little wonder that inventories of both categories ran dry.
“In addition to [this] period providing a greater incentive to exercise or be active, this virus has motivated people to adopt healthier habits,” explains NPD senior sports industry advisor Matt Powell, who also predicts “heightened interest in wellness and fitness postcrisis.”
To learn more about how this is playing out in Rx sports sunwear—and truly amping up performance-focused prescription lens sales—we caught up with Bret Hunter, owner of Sports Optical in Boulder, CO, and Tactical Rx in Denver. About 20% of his clients are casual sports enthusiasts. The other 80% are serious about a sport—or about multiple sports.
“A lot of them are gear driven,” explains Hunter, “and eyewear’s a very good piece of equipment.”
Today, half of the company’s sales are online, the other half in-person.
“We have some thick patient files,” says Hunter, “because people appreciate that you’re helping, not selling...so they come back.” That can also make Rx sports sunwear a good category for multiple-pair sales.
Here, Hunter shares his specific approach to sports eyewear sales success—presented strategy by strategy.
STRATEGY #1:
PRODUCT PRESENTATION
THE FOCUS: When a customer comes into the Sports Optical space, Hunter’s approach is holistic and straightforward.
➤ “We listen to their story—if they’re having issues, we determine with them how we can make it better,” Hunter says. “It’s all through their eyes: What would I personally do if I had their prescription and was doing what they’re trying to do? We then steer them based on those needs,” he adds.
➤ Hunter stresses that it’s also important to understand that everybody sees differently. “For example, it’s not like every golfer needs a brown lens,” he shares. That’s why taking sports Rx sunwear customers outside is critical. “I may say to a golfer that most players like brown, but then we have them try on our various color samples and ask them what they like to look through as they’re by the grass outside.”
➤ Overall, Hunter says it’s key to keep things simple. “We put ourselves in their shoes and use our knowledge to give them the best performance. I was a combat engineer and I have a staff of six, all of whom biked together as kids.”
STRATEGY #2:
PRODUCT SELECTION
THE FOCUS: Sports Optical also focuses on streamlining the Rx lens sale.
➤ Most of the lenses Hunter’s team prescribes are polycarbonate. All offerings are made to ballistic standards.
His hands-down favorite lenses? “We use Transitions Drivewear lenses, which I think are among the best lenses on the market. We definitely use a lot of the new Transitions XTRActive polarized lenses, too. That’s a great lens.”
➤ What about sports sunwear frame selection? There are several factors—safety, durability, great fit, and comfort for long periods—that are critical.
“I handpick from our brands,” he explains. “We don’t bring anything in unless it meets our standards. Like everything else,” say Hunter, “that comes with experience.”
STRATEGY #3:
PRODUCT PRICING
THE FOCUS: Hunter shares that he prefers all-inclusive pricing.
➤ “When you buy a polarized lens, for example, you get it with a scratch coat and UV,” he says. “You can add a mirror if you want. We start with something that has a lot of the options built in. We don’t chop it into pieces.”
STRATEGY #4:
THE FINAL STEP
and the best in performance product meet customers.
THE FOCUS: The Sports Optical eyewear experience is capped off with delivery of the finished product.
➤ Turnaround is usually about three weeks for custom Rx sports eyewear jobs, according to Hunter. About half of the Sports Optical orders are picked up in-store—and all product is packaged in a case and boxed. “Delivery...that’s a really important part of the process,” he concludes.
THE COVID CRUSH
Like many other retailers and opticals, Sports Optical closed its doors during part of the Covid crisis.
What did owner Bret Hunter do with the time? “We partnered to offer free PPE to first responders,” he says, adding that his team also focused on amping up their technical lens prowess. “We also finished making a whole lens, edge-to-edge, for the one-lens shield [for an Oakley Radar EV Rx].”
3 STRATEGIES
Sports eyewear guru Bret Hunter serves up a trifecta of simple strategies for success with prescription sports eyewear.
- THE PLAYERS. “Don’t reinvent the wheel. Instead, depend on the expertise of suppliers you trust.”
- THE PROGRAMS. “Look at vendor [proprietary Rx lens] eyewear programs and use their lenses. It’s already set up, and they’ll train your staff.” [See EB’s lineup of program options on page 58.]
- THE PROCESS. It’s definitely not traditional. “If it’s cycling, for example, you need to consider if they bend over in a triathlon position and where their eyes are sitting.”
THE SPORTS Rx EXPERT
Innovation in Rx sports lenses has been the name of Hunter’s game since 1993, “back when they said you couldn't put prescriptions into curved glasses,” he says. “By 1996, I'd come up with formulas that worked pretty well and then built the machinery needed to do it.”
Some things haven’t changed. “You always have to tweak, and, today, our formulas include solutions for pretty much every activity,” he notes. “From cycling, skiing, and shooting to billiards and pickleball, people come to us because this is what we do.”
And, as a race car driver and three-time Rallycross champ—and a former X Games competitor—Hunter knows how needs vary.
12 Sports Sunwear Rx Programs
In search of proprietary sports sunwear Rx programs to up your game?
Look no further. Here, we tee up a range of enticing offerings for the optical.
—COMPILED BY KERRI ANN RAIMO
Adidas from Marcolin
Launching this summer, the Adidas Sport collection’s proprietary Rx lens program will be available in the following options: polarized, photochromic, or Kolor Up—an Adidas lens tech that reduces light intensity and offers enhanced color perception, according to Marcolin. Most styles in the sports sunwear collection are Rx-able or offer a clip-in option. my.marcolin.com
Bollé
Rx lens materials include poly and NXT. NXT is used for Bollé’s technically advanced performance lens: Phantom. Rx range is -8.00/+6.00 (varies with models and lens material). For athletes looking for an optical edge and enhanced performance, Bollé offers Rx Shield Technology, eliminating the need for Rx adapters with shield sunglasses, shares the company. bolle.com
Liberty Sport
The company’s new Rec Specs Impact Performance Rx combines its proprietary FogBlok coating with backside anti-reflective coating for fast fog recovery and glare reduction in high motion activities or sports. According to Rec Specs, its Certified Safe Rx’s are built for performance and clear vision for active patients. libertysport.com
Maui Jim
Maui Jim shares that MauiPassport 2.0 prescription sunglasses by Maui Jim are made to deliver “the widest possible field of view,” and feature the brand’s patented PolarizedPlus2 lens technology, which eliminates 99.9% of glare and 100% of harmful UV, while enhancing color and improving clarity. trade.mauijim.com
Nike Vision from Marchon Eyewear
Through the Nike Rx program, over 90% of Nike sunglasses are Rx-able. All Rx orders are managed through VSP ONE lab in San Diego. ECPs can take advantage of the Nike Rx program via a free Eyefinity account, according to the company. marchon.com
Oakley
Oakley Authentic Rx comes complete with the frame and lenses, in both sun and clear, providing a digitally optimized fit for a precise result, according to Oakley. Each pair is laser-etched with the ellipse logo on the left lens for proof of Oakley authenticity and quality. Equipped with Prizm lens technology, Oakley’s Rx lenses are designed to enhance color and contrast. Prizm lenses are also optimized for sport-specific environments including golf, baseball, cycling, gaming, and more. oakley.com
Revo from ClearVision Optical
All REVOlution Rx lenses are digital for optimal optics, and are equipped with blue light protection. REVOlution Rx lenses are available in Serilium Polycarbonate or NXT Trivex polarized. All REVOlution Rx lenses feature exclusive Revo digital designs powered by Shamir, and come standard with the Revo SurfacePro Protection System. cvoptical.com
Rudy Project
Rudy Project’s Impact Rx lenses are created with free-form technology for a fully customizable experience. Rudy Project’s unbreakable ImpactX-2 lens material offers maximum impact resistance and no distortion in wraparound eyewear, according to the company. Other Rx solutions include Rudy Project’s Rx optical insert that delivers value and ease in a prescription solution. rudyprojectna.com
Serengeti
Serengeti’s VarioDrive Thin Design Rx program is available in 99% of the Serengeti lineup, and is crafted with NXT lens material. The range is -8.00/+6.00. All Serengeti lenses—plano and Rx—are available with Serengeti’s exclusive three-in-one technology: photochromic, spectral control, and optional polarization. serengeti-eyewear.com
SPY
The SPY+ Happy lens tech is scientifically formulated to “allow in the sun's good rays while blocking the bad,” shares the company, helping the wearer see better by enhancing color and contrast, “while helping them feel better by boosting your mood and alertness.” The range is +3.50 to -5.00, depending on curve. SPY+ also offers lenticular designs for higher prescriptions +5.00 to -7.00, depending on the frame style. spyoptic.com
Wiley X
Wiley X’s Digiforce digital Rx enses provide wide zones, a smooth transition through the zones, and minimalized oblique astigmatism. Two new designs are available: Digiforce Compute (enhanced near and intermediate) and Digiforce Road & Trail, a compensated design formulated for riding and driving. Wiley X notes that each prescription lens is digitally mapped for precision and rigorously tested to meet safety and optical clarity standards. Digital edge thinning allows for a higher prescription range and optimal fit in the brand’s high-wrap frames. wileyx.com
Zeal Optics
Zeal Optics’ custom digital Rx lenses are produced in a zero-waste facility. Every polarized poly Rx lens includes backside AR. Rx parameters are +3.00 to -5.50, depending on frame style. zealoptics.com 
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