first person

five Questions for…

John Sanchez was recently named president of Zeal Optics, the Boulder-based sports and lifestyle sunwear maker owned by Maui Jim. EB recently caught up with Sanchez to discuss his plans for Zeal and his vision for the sunglass market.

EB How has your background prepared you for your new position with Zeal?

JS I had to work my way up from the very bottom in this industry. Having come from the bottom, I understand the value of everyone in the organization and in our customers’ organizations. I explain the vision of Zeal as a tree that is growing. Our customers represent the upward growth and the branches represent new markets and new products. I also measure our success by how deep the roots are growing. Our roots are our contributions to ecological and social responsibility. If we don’t have equal growth underneath, then the tree is off balance.

EB Who are the target customers for Zeal Optics—and how will you reach them?

JS Our target customer is the person who leads an active lifestyle. We don’t market to a specific demographic—we market to an interest. About 60 percent of our consumers are female and 70 percent are between 23 and 33 years old. We will tell our story through social media, print, our athletes, our partnerships, and, most important, our consumers.

EB How much of Zeal’s distribution will focus on optical?

JS The optical channel is a very important segment for us. We’ve done our homework and the optical channel is the largest footprint to reach consumers. We are also very fortunate to have the Maui Jim optical sales force selling our product into the optical channel.

EB Why is the sports eyewear category a good fit for ECPs?

JS Patients who come in for check-ups have many interests—they may golf, run, hike, ski, camp. Thus, it’s important for ECPs to recognize that they can offer an educational and informative experience for consumers who are looking for products that are tailored not only to reading at bedtime, but also to activities they are passionate about.

EB How can ECPs increase sunglass business?

JS Purchase sunglasses that come from true sunglass companies that spend their days focusing on how they can challenge the status quo and offer advanced sun lens technology. We spend a lot of time in the R&D labs focusing on eye fatigue and the value of eye protection.

Also, ECPs can utilize resources available to them from the brands they’ve partnered with. Create images, P.O.P., and wrap windows. Also, seek out local events and partner with brands to raise awareness. EB