TIP #1:
PINPOINT A CUSTOMER BASE

This can be as simple as speaking to your current patients.

“Ask every patient what they do for fun—what sports/hobbies do they have?” says Dr. Stewart. “Many don’t consider themselves ‘an athlete’ because they are noncompetitive, but I tell them, ‘If you play a sport, you are an athlete!’”

Dr. Shidlofsky agrees that it’s important to decide whom you are going to serve—weekend athletes, high school athletes, college athletes, and/or professional athletes. “There are also several aspects to sports vision: protective/corrective eyewear, preventing eye injuries, vision skills enhancement, and treating athletes who have had concussions,” he notes. “Decide which areas you want to participate in. This will help you determine what courses you want to attend and what type of products you need to carry.”

TIP #2:
JOIN A PROFESSIONAL GROUP

Professional organizations are one of the best ways to learn about the sports specialty arena.

“My first piece of advice to anyone starting this journey is to join a professional group for education, community, and exposure,” says Dr. Stewart. “The International Sports Vision Association (ISVA) holds an annual meeting with lectures, workshops, and an exhibit hall. The [American Optometric Association] Sports and Performance Vision Advocacy Network is another great resource—there are guidebooks, webinars, and doctor listings and more as part of this membership.”

Dr. Shidlofsky also recommends joining the ISVA and AOA to further your knowledge. “Sports Vision Pros offers online coursework to enhance your knowledge,” he adds. “Decide which tools you need to start with to get your sports vision program moving forward.”

TIP #3:
CURATE THE RIGHT MIX

How can you ensure you’re carrying the right assortment of sports eyewear, sunwear, and contact lenses to address your defined customer base’s needs?

Dr. Shidlofsky suggests stocking protective eyewear and sunwear that fits the athletes you serve. “In the area of contact lenses, you can use a sports-specific tint to help your athletes who participate in outdoor athletics,” he adds.

It is also essential for your staff to be well versed in the appropriate safety standards and eyewear for each sport, adds Dr. Stewart.

“Having independently tested eyewear that meets these criteria and is available in the optical for patients is essential for any practitioner,” she says. “This also includes non-Rx eyewear for emmetropic patients, or those wearing contact lenses. There are some great new options available that are not only the safest in the market, but also are comfortable, colorful, and make wearing sports eyewear fun.”

Frame and lens technologies are always improving, especially in the sports arena. Thus, it’s important to stay up to date on the latest trends through trade shows and rep visits.

TIP #4:
PROMOTE + MERCHANDISE

You’ve got a captive audience in your waiting room. So get them browsing!

Put point-of-purchase materials in your waiting area, suggests Dr. Stewart, especially for safety eyewear.

“Make the sports eyewear selection fun and not feel like an afterthought,” she says. “With all of the new colors and styles available, these are now the ‘sneakers for the eyes.’ Showing your patients you value their performance and safety is a great way to grow your sports and performance vision practice.”

Dr. Shidlofsky takes a more hands-on approach. “I am a big believer in the doctor telling the patient what specifically they need,” he says. “I will walk into our optical with the patient with very specific instructions for the optician on frame or contact lens type, tint, and other specifics.”

TIP #5:
HONE YOUR SPORTS EXAM SKILLS

A sports vision evaluation includes a routine eye exam but then goes beyond—doctors need to learn what skills to assess. According to both O.D.s interviewed, this includes eye tracking, depth perception, peripheral awareness, fixation accuracy, color perception, and reaction time, among others.

“The best way for a practitioner to learn exam skills for specific sports is really to look at the specifics of the sport and then go through your list of vision skills to see what is appropriate—then train those skills,” says Dr. Shidlofsky.