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Eyecare Business

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Sports Eyewear Peaks in Q2—Most Practices Are Missing It

Eyecare Business and GPN offer a fresh focus on industry data—exploring a specific aspect of the optometric practice each month. Here, GPN highlights how sports eyewear surges to 14.1% of frame sales in Q2 despite a 9.2% annual average. Fewer than 1 in 4 practices have a structured approach to capturing this concentrated 90-day sales window, leaving significant seasonal opportunity unrealized.

Eyecare Business April 28, 2026

Sports eyewear is the second fastest growing frame subcategory, reaching 14.1% of frame sales in Q2. The seasonal pattern is consistent and predictable, but fewer than 1 in 4 practices have a systematic approach to capturing it.

The window to capitalize on sports eyewear is short: Q2 concentration means practices that engage with the category effectively over April, May, and June will capture the majority of their full-year sports eyewear potential in a 90-day window.

Key Findings

  • Sports eyewear averages 9.2% of frame sales annually across 2,250 practices.

  • Sales in Q2, April through June, peak at 14.1%, more than 50% above the annual average.

  • April reaches 13.8% of frame sales, the strongest individual month of the year.

  • Year-over-year growth was 6.3% from 2024 to 2025, making it the second fastest-growing frame subcategory.

  • The top 25% of practices captured 15.4% or more of frame sales in sports eyewear during Q2, nearly double the national median of 8.9%.

  • Western practices lead regionally at 11.3% annually, while Northeastern practices average 7.6%.

The seasonal pattern is clear and consistent. Sports eyewear demand builds through March, peaks sharply in April, and sustains through Q2 before tapering. The performance gap between the top 25% of practices and the national median—15.4% vs 8.9% of frame sales—exists within the same patient demographics and competitive markets. The difference is practice behavior, not patient preference. The demand is there. The question is whether practices are positioned to meet it.

Actionable Steps

  • Audit and refresh sports eyewear inventory now: Stock at least 8 to 12 styles spanning impact-resistant, wraparound, and prescription-compatible options.

  • Add one targeted question to every exam for active patients. Consistent staff delivery converts at a measurably higher rate than any passive display.

  • Create a dedicated, visible display through June—positioned near the front desk, clearly labeled, not buried in the general frame section.

  • Train opticians on the clinical case: Prescription sports lenses protect against UV, debris, and impact while correcting vision. Staff who understand this sell it more confidently.

  • Track your monthly sports eyewear percentage against the 9.2% national average. Measurement drives awareness, and awareness drives behavior.

  • Consider a community touchpoint: A brief email or social post tied to spring sports season or Healthy Vision Month in May positions your practice as the go-to resource.

This analysis is most relevant for practices with optical dispensaries looking to grow their sports eyewear category. Practices in Western markets may already be capturing closer to the regional average of 11.3%. Practices in Northeastern markets, where the regional average of 7.6% suggests a practice-behavior gap rather than a patient-preference gap, have the most to gain.

Rolling 12-month percentage change, March 2026

Bottom Line

Sports eyewear follows a predictable calendar. The Q2 window is open now. Practices that act on inventory, staff training, and patient communication quickly will capture the majority of their annual sports eyewear opportunity in the next 60 days. Those that don't will wait another year.

Want to go deeper? Read the full analysis at GPN here.