Sports Eyewear
for the Generations
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Each generation has their own sports needs, but with the
right approach you can reach them all.
If you want your patients to think of you when it comes to
getting their sports eyewear—and not the local sporting
goods store—then there are some key considerations to take
into account. Sports eyewear is certainly not a “one size
fits all” product. With not only so many different athletes
participating in a variety of sports, but also varying needs
for each generation, selling sports eyewear to your entire
patient base can be somewhat of a large undertaking. But it
can also pay off.
For the Little Ones
Sports eyewear for kids is a critical area. If you want to
focus on one specific area of sports eyewear instead of
carrying frames for everyone, this might be the ideal place
to focus. According to the National Eye Institute, sports
injuries are the leading cause of blindness in children. In
fact, every 13 minutes an ER in the United States treats a
sports-related eye injury. It is an eye care professional’s
duty to remind parents that their kids should be wearing
protective eyewear. It’s believed that sports eyewear may
prevent as much as 90 percent of sports-related eye
injuries. For example, in Canada, eye injuries related to
ice hockey were decreased by 90 percent after certified
full-face protector and headgear became mandatory in
organized amateur hockey.
Basketball and baseball have been said to cause the most eye
injuries, followed by water sports, racquet sports, and
hockey. Acceptable eye protection for athletes playing
sports like racquetball, baseball, or basketball is made of
polycarbonate and has closed lenses and sports frames.
According to the Wills Eye Institute, it’s not the ball
causing so many injuries in basketball (basketball causes
about 2,500 eye injuries in children ages 5 to 14 and is
responsible for 32 percent of eye injuries in teens and
young adults) but rather the fingers or elbows of players.
These types of injuries can typically be prevented
altogether with the right eyewear.
Selling sports eyewear to kids needs to be done through the
parent. The parents are the ones who are making key
decisions for their kids and they need to be educated on the
importance of encouraging their kids to wear eyewear.
Children may be more reluctant or even forgetful about
wearing eyewear so it has to be encouraged through the
parent. Wearing sports eyewear each and every time that
child steps on to the field should become as common as
wearing a helmet every time he or she rides a bike.
Teens & Young Adults
With self-conscious teens and young adults, sports eyewear
can sometimes be a tougher sell. Fortunately, many of the
products on the market today are attractive and even
self-conscious teens don’t mind wearing them. And since this
population is typically active in sports—both for fun and
for school—it’s another critical area. Unlike young
children, the parents of teens and young adults aren’t
always making their decisions and may not be as influential
in selling sports eyewear. However, this generation is smart
and pitching the benefits of sports eyewear directly to them
can be beneficial.
When selling to teens and young adults, safety is obviously
important. But this population also cares about looking good
in their eyewear. They might be more interested in brands
like ic! berlin, Rudy Project, Oakley, or Bolle that have
that name recognition factor. And fortunately, all of these
brands carry a great variety of products for different
sports needs.
And remember, even if your patients are no longer in school,
they may still be active in sports. Just-graduated patients
in their 20s and adult patients in their 30s are often
actively involved in recreation clubs and other organized
sports opportunities including softball leagues, volleyball,
and basketball. There’s also been a resurgence of
“playground sports” with adults, such as kickball, and these
types of recreational leagues are forming throughout the
U.S. Ask your young adult patients what types of sports they
participate in on the weekends and after work and you may be
surprised to find out just how active your patients are
staying. Pitch them eyewear that will not only protect their
eyes, but will also enhance their game. Even though it’s
typically just “for fun,” this generation still cares about
competing at a high level.
Boomers & Seniors
It’s not at all uncommon nowadays for individuals to stay
active well past retirement. And today’s baby boomers and
seniors aren’t just golfing. They’re playing tennis, doing
water sports, skiing, and even playing in leagues for sports
like basketball and volleyball. For some eye care practices,
the older generations are bringing in the most sports
eyewear business. Seniors in particular have a lot of time
on their hands. They’re typically retired and they’re using
that retirement to stay active and participate in a variety
of recreational activities.
Like other generations, this group does care about remaining
competitive. Sell your patients on a product that will
improve their game. Boomers might be interested to know that
a polarized lens will help take the glare off the water and
increase their ability to participate in water sports. A
senior might like to know that certain frames will provide
protection from the wind while they play tennis and that
photochromic lenses will increase the perception of
contrast, helping them to follow the ball better.
A lot of seniors are spending much of their time
outdoors—particularly in the summer and in regions with
year-round warmer climates. These patients may have a
problem with cataracts and will be particularly aware of
protecting their eyes from the sun.
Know your Patient
Obviously making a sales pitch for sports eyewear is easier
for anyone when you know what your patients participate in,
so consider surveying them. Ask each patient to fill out a
quick questionnaire that will help educate you on their
interests. Even if they’re not an active sports participant
you may find out that they have other outdoor recreational
interests like gardening or boating that would make sunwear
a great pitch for them. Get to know your patients a little
bit better and it may pay off in helping you target a great
sales pitch. |
