Most practices assume that selling more glasses means making more money.

But what if that is not always true?

In this week’s episode of Power Hour, host Eugene Shatsman sits down with Dr. Lacy Crissup (Co-Owner of Claremore Eye Associates), Dr. Trinae Rosato (Owner of Rosato Family Eyecare LLC) and Dr. Brian Abert (Founder of Vista Eye Care and Member of the AOA & COA), to discuss what happened when each of their practices took a deeper look at their optical performance.

Their practices are different in size, market, and stage of growth.

But each of them recently went through a retail optimization initiative focused on frame profitability, board space, pricing strategy, managed care reimbursement, team training, and optical performance.

And what they found was hard to ignore.

The Optical May Be Leaking More Profit Than You Think

For Dr. Abert, the analysis revealed that some frame sales were not profitable at all.

In some cases, after factoring in managed care reimbursement, frame cost, and lab costs, the practice was losing as much as $100 on certain sales per patient. 

That realization changed the way his team looked at the optical. It was no longer enough to assume that a completed eyewear sale was automatically a win.

The numbers had to prove it.

Frame Boards Need to Earn Their Space

For Dr. Rosato, the biggest discovery came from looking at frame turn rates.

Her team found that roughly 30% to 40% of the frames on the board were underperforming.

Some lines were beautiful. Some were loved by the team. Some came from reps they liked.

But if the frames were not moving, they were not earning their space.

By reviewing turn rates, having direct conversations with vendors, adjusting pricing, improving training, and shifting board space toward stronger performers, her practice saw optical revenue increase 36% compared to the same quarter the year before.

Pricing Confidence Starts With Data

Dr. Crissup’s practice also used the analysis to rethink frame mix, inventory size, and pricing.

Her team had previously carried around 800 to 850 frames and consolidated closer to 650. That change helped improve cost of goods, simplify the optical, and create more intentional board space.

The analysis also showed that many frames needed a price adjustment.

Like many independent owners, Dr. Crissup felt the natural hesitation that comes with raising prices.

But the data helped reframe the decision.

This was not about overcharging patients. It was about making sure the practice could deliver value, maintain profitability, and offer the right options at the right price points.

Capture Is Not Just About Price

A key theme throughout the conversation is that patients are not only buying frames and lenses.

They are buying confidence. They are buying guidance. They are buying the expertise of the doctor, the knowledge of the optical team, and the personalized recommendation that comes from understanding their lifestyle.

That is why team buy-in matters.

If the staff does not believe the practice is the best place for patients to purchase eyewear, the patient will feel that hesitation.

But when the team understands the value of the product, the service, the recommendation, and the patient experience, the conversation changes.

The Bigger Practice Lessons

Although this episode focuses heavily on optical, it also moves into broader lessons about practice ownership.

The guests discuss the importance of outside perspective, peer connection, staff check-ins, strong systems, clear values, and knowing when a team member is no longer the right fit.

One of the clearest lessons comes from Lacy:

You need systems, not just people.

Long-term team members can carry a practice for years, but if their knowledge is not turned into repeatable systems, the practice becomes vulnerable when they leave.

That same idea applies to optical.

Profitability should not depend on assumptions, preferences, or habits. It should be built on clear data, clear processes, and a team that understands how to execute.

Eyecare BOSS Live Summit

If you’ve been to conferences before, you’ve probably left with many great ideas and intentions, and then when you get back to your practice, nothing actually changes.

Eyecare BOSS Live is designed specifically with that in mind so you can not only know what to do to reach your goals, but also have the tools, strategies, and plans to implement lasting changes once you’re back. to change that.

This is a 2 and a half-day, invitation-only event (September 16–18 in Cleveland) designed specifically for practice owners who want execution, not just inspiration.

Inside the room:

• 200 growth-focused operators
• Peer-level masterminds
• Real conversations around revenue, staffing, leadership, AI, and specialty growth

And everything is built around one outcome:

You leave with a 90-day plan you can actually implement.

If you want to be considered, click the link below:

• Not Every Sale Is Profitable | Learn why some eyewear sales can actually cost the practice money when pricing and managed care are not analyzed correctly.
• Frame Boards Need Accountability | See why turn rates, board space, and vendor performance should be reviewed regularly.
• Pricing Requires Confidence | Understand how data can help owners make smarter pricing decisions without undermining patient value.
• Team Buy-In Drives Capture | Discover why staff confidence in the practice’s value directly affects optical performance.
• Systems Protect the Practice | Hear why strong processes, clear values, and outside perspective help practices grow beyond individual people.

Connect with Dr. Lacy Crissup

Dr. Crissup is the senior optometrist and owner of Claremore Eye Associates. She joined her father, Dr. Steve Smith, in practice in 2009 and assumed full ownership of the practice upon his retirement in 2023. Dr. Crissup enjoys providing comprehensive eye care, along with specialties of dry eye and myopia management. She likes to consider both the medical and functional vision aspects of eye diseases, providing a solution for both medically indicated treatments along with optical solutions to help those with reduced vision function their best in their daily life.

• LinkedIn: https://www.linkedin.com/in/lacy-crissup-1263733b/
• Website: https://www.claremoreeyeassociates.com/

Dr. Trinae Rosato

Dr. Trinae Rosato is the Owner of Rosato Family Eyecare LLC. Dr. Rosato served as the President of the New Jersey State Optometric Society in 2021, and is a member of the American Optometric Society. She enjoys volunteering at the New Jersey Special Olympics by doing exams for athletes. Dr. Rosato is continuously advancing her knowledge of the ever changing health care field. As a Doctor of Optometry, part of her commitment to her patients is ongoing professional education.

• LinkedIn: https://www.linkedin.com/in/trinae-rosato-bb90a849/ 
• Website: https://www.rosatoeyecare.com/

Dr. Brian Abert

Dr. Brian Abert is the founder of Vista Eye Care, a family-focused optometry practice established in 2010 with the goal of providing comprehensive eye care services to the community. He is a dedicated and accomplished optometrist, highly regarded for his expertise and commitment to patient care. Dr. Abert specializes in keratoconus and glaucoma management.

• Website: https://www.vistaeyecareco.com/

Connect with Eugene Shatsman

Eugene Shatsman is Host of Power Hour, Managing Partner of National Strategic Group, Co-Creator of The Eyecare BOSS, and a TEDx Speaker. A growth strategist and consultant to hundreds of optometric practices nationwide, Eugene specializes in scaling independent eye care businesses through structured strategy, marketing science, and operational clarity.

• LinkedIn: https://www.linkedin.com/in/eugeneshatsman/
• Website: https://eyecareboss.com/