As we reflect on another outstanding year for Eye Recommend and its members, I am honored to serve as the Chair of such an engaged and forward-thinking Board. Together with our management team, we’ve introduced numerous programs and services designed to benefit you, your staff, and your patients. These initiatives have been widely embraced, as evidenced by increased billings—a clear sign that our members continue to thrive and prosper.
In 2024, the Board revisited and reaffirmed our Purpose, Vision, and Mission, ensuring alignment with our goals and values. Our core competencies remain strong, with an enhanced focus on maximizing the value of our member programs. Our strategic priorities include:
Delivering industryleading training and coaching.
Retaining and growing our membership.
The team has worked tirelessly to maintain a lean and efficient organization dedicated to delivering impactful practice support services for our diverse membership of full-scope optometrists.
This year, we bid farewell to a remarkable board member, Dr. Trisha Beal, after nine years of dedicated service. Dr. Beal played a pivotal role in our transformation from a management-focused board to a governance-driven one. During her tenure, she led the Board as Chair for three years, guiding the development of our strategic plan and guiding the board through the pandemic. Her deep connections with optometrists, the industry, and
Safeguarding the future of independent optometry.
Providing the management
her wealth of organizational knowledge have been invaluable and will be deeply missed at our table.
I encourage you to explore the information in this report and to actively engage with Eye Recommend. Whether through NTEs, the Leadership Summit, BIG Meetings, school visits, or other cooperative opportunities, your involvement helps strengthen our shared mission: ensuring independent optometry remains the preferred career path.
Sincerely,
message from Chief Executive Officer
As I reflect on the past year, I am filled with immense pride and optimism for the future of our cooperative. This year has been marked by extraordinary achievements, highlighted by recordbreaking growth, strategic advancements, and a steadfast dedication to excellence that defines our community of independent optometrists.
The success of our cooperative is deeply rooted in our unwavering commitment to empowering our members to thrive in an ever-evolving healthcare landscape. We have not only broadened our reach but also deepened our impact, equipping our members with the essential tools, resources, and support to excel as healthcare providers, business leaders, and community influencers. The progress we have made in enhancing clinical care, improving patient experiences, and advancing practice management has solidified our standing as a leading force in the optometry industry.
Among our notable accomplishments this year are the acquisition of My Dry Eye Ltd. (Dry Eye Summit), the launch of MyMyopia (Myopia Summit), the establishment of Eye Care Collective (a buying group for optical professionals), and the opening of our refreshed new head office. While these tangible milestones are significant, perhaps our most outstanding achievement in 2024 is the impressive Net Promoter Scores (NPS) of both our membership and staff, standing at 85 and 73, respectively. These results reflect the strong, vibrant community of members and staff who are the foundation of our cooperative’s success.
The success of our cooperative is deeply rooted in our unwavering commitment to empowering our members to thrive in an ever-evolving healthcare landscape. “ “
Collaboration has been central to our achievements. The partnerships we have cultivated— with our Board, staff, suppliers, and members—have been instrumental in shaping a unified vision for our future. Together, we have fostered a culture of innovation and excellence that permeates every facet of our cooperative. This collaborative ethos has not only driven our financial success but also positioned us as leaders in specialized care, technology integration, and community engagement.
As we look ahead, our focus remains unwavering. We will continue to invest in strategic initiatives that enhance member value, promote innovation, and fortify the foundation of independent optometry. Our priorities include expanding educational opportunities, enriching member resources, and fostering partnerships that drive sustainable growth and development.
I extend my deepest gratitude to each of our members, partners, and staff for their unwavering commitment and dedication. Your passion and perseverance are the driving forces behind our progress, and I am excited about the future we are building together. Together, we are shaping the future of independent optometry and making a meaningful impact on the communities we serve.
Thank you for your continued trust and support. Here’s to another year of success and growth.
Sincerely,
Lee Raffey CEO Eye Recommend
Who We Are
Purpose
To connect and strengthen independent optometry practices in Canada.
Vision
Independent practice is the preferred choice for an empowered and prosperous career.
Building pathways to success from start-up to retirement.
Competencies
Continue to improve the quality and value of resources available through the cooperative to address the needs of our members. Strategic Priorities
Deliver Industry-Leading Training & Coaching Retain & Grow the Membership Protect the Future of Independent Optometry
Become the go-to resource for independent optometry practices, enabling optimal performance of members and their teams.
Increase collective buying power, expand breadth of knowledge and experience within membership to further enhance the value of networking.
Increase the likelihood of independents selling to independents, and encourage graduates to choose independent.
2024 Board of Directors
Dr. Barry Thienes Board Chair
Dr. Colin Hobson Vice-Chair, Chair of Governance & Elections Committee
Dr. Damon Umscheid Treasurer, Chair of Finance & Audit Committee
Dr. Anita Voisin Vice-Chair of Finance & Audit Committee
Dr. Michael Nelson Vice-Chair of Governance & Elections Committee
Dr. Tanya Jones-Greenwood Chair of Elections Committee
Dr. Jeff Goodhew
Vice-Chair of Human Resources & Compensation Committee
Dr. Wes McCann
Vice-Chair of Membership Engagement Committee
Past Board of Directors
Dr. Allan Jones
Dr. Andy Denson
Dr. Arnold Brown
Dr. Bernadette Osiowy
Dr. Beth Lennox
Dr. Bob Erlandson
Dr. Brad McDougall
Dr. Brent Allen
Dr. Brett Kinney
Dr. Dave Koopman
Dr. Don Joe
Dr. Don Vinge
Dr. Don Williamson
Dr. George Day
Dr. Gerry Day
Dr. Gerry Leinweber
Dr. Gordon Hensel
Dr. Judith Parks
Dr. Ken Gellatly
Dr. Ken Lypka
Dr. Kenton Fredlund
Dr. Kevin Engel
Dr. Kirk Ewen
Dr. Kyla Hunter
Dr. Lance Couture
Dr. Lil Linton
Dr. Mark Bourdeau
Dr. Melanie Sherk
Dr. Pat Murphy
Dr. Peter Laansoo
Dr. Robert Allaway
Dr. Scott Marshall
Dr. Scott Mundle
Dr. Stan Eng
Dr. Tim Allen
Dr. Tina Goodhew
Dr. Toby Vallance
Dr. Trevor Miranda
Based on available data
Dr. Trisha Beal Chair of Human Resources and Compensation Committee
Dr. Lisa Scharf Chair of Membership Engagement Committee
Board of Director Committee Highlights
Governance and Elections Committee (GEC)
The Governance & Election Committee (GEC) continued its commitment to maintaining governance excellence and integrity throughout 2024. This year, the committee focused on several critical initiatives that enhance the cooperative’s operational framework and governance practices:
• Policy Manual Updates: The GEC made significant progress in reviewing and updating governance policies, ensuring alignment with current bylaws and organizational needs. Collaborating with legal counsel and management, outdated policies were modernized, improving clarity and compliance.
• Director and Committee Assessments: Annual evaluations of the Board, Committees, and individual Directors were conducted, guided by a refreshed competency and skills matrix. Results informed training and development priorities, ensuring continuous improvement.
• Board Orientation and Professional Development: A comprehensive orientation for new directors was successfully delivered, alongside ongoing professional development sessions. These efforts reinforce the Board’s ability to meet governance challenges with expertise and foresight.
• Election Oversight: Transparent and conflict-free elections were conducted using the Simply Voting platform. The committee reviewed Board composition, identified gaps, and provided recommendations for effective succession planning.
In 2024, the GEC strengthened the cooperative’s governance foundation, fostering accountability, transparency, and ethical standards across all levels of leadership. These efforts align with Eye Recommend’s strategic priorities, ensuring the organization remains equipped to navigate the evolving optometry landscape.
Looking ahead to 2025, the GEC will continue refining governance practices, supporting the cooperative’s growth, and championing its mission of empowering independent optometry practices.
Committee Chair: Dr. Colin Hobson Committee Vice-Chair: Dr. Michael Nelson
Committee Members: Dr. Lisa Scharf, Dr. Anita Voisin, Dr. Tanya Jones-Greenwood, Dr. Barry Thienes
Human Resources and Compensation Committee (HRCC)
The mandate of the HRCC is to support the Board in effectively managing the CEO and advancing the implementation of an organization-wide HR policy.
• Partnered with Protiviti, a leading global consulting firm specializing in governance and organizational strategy, to conduct a comprehensive review of the CEO and COO roles and pay structures.
• Worked closely with Protiviti’s consultants to evaluate current compensation models, identify gaps, and benchmark pay structures against industry best practices.
• Actively developed a comprehensive framework for CEO at-risk pay goals, designed to align with organizational priorities and drive accountability. This framework is targeted for completion and launch in early Q1 2025, ensuring alignment with the 2025 fiscal year, business plan, and strategic objectives.
• Collaborated with the CEO to enhance the succession plan, focusing on minimizing leadership risks and developing a structured pipeline for future leadership transitions. This updated plan ensures both continuity and alignment with the organization’s 2025 business and strategic goals.
Committee Chair: Dr. Trisha Beal Committee Vice-Chair: Dr. Jeff Goodhew Committee Members: Dr. Michael Nelson, Dr. Damon Umscheid, Dr. Colin Hobson, Dr. Barry Thienes
Membership Engagement Committee (MEC)
Eye Recommend welcomed 38 new members to our growing network in 2024. The MEC lead the application review, vetting, and approval process to ensure these new members share our core values and will make a positive contribution to our thriving cooperative. We are excited to see our community grow.
MEC worked with the Eye Recommend leadership team in 2024 to create opportunities for member engagement through round table sessions at each of our major events. Leadership Summit gave members an opportunity to delve into the Disney concepts of People, Process, or Place to create a better overall patient experience. The round table sessions at NTE East and West focused on deepening our understanding of AI with respect to its role and opportunities in optometry practice.
Committee Chair: Dr. Lisa Scharf Committee Vice-Chair: Dr. Wes McCann Committee Members: Dr. Trisha Beal, Dr. Tanya Jones-Greenwood, Dr. Colin Hobson, Dr. Barry Thienes
Finance and Audit Committee (FAC)
The FAC continues its mandate of advancing the Board’s work, ensuring reliable and accurate financial reporting, and managing the annual audit process in collaboration with the Board’s auditor. We remain dedicated to fostering transparency and accountability, which serve as the foundation of Eye Recommend’s financial stewardship.
Building on the momentum of previous years, 2024 marked another successful chapter. Our commitment to improving processes and streamlining costs has enabled us to maintain a strong financial position and enhance organizational efficiency. Key highlights of the year include:
• Process Improvements: Continued optimization of financial reporting and expense management processes, ensuring greater accuracy and transparency across all levels of the organization.
• Seamless Audit Process: The annual audit was conducted smoothly, with no significant issues raised. This reflects the robustness of our internal controls and the efficacy of our financial governance practices.
• Financial Health: Eye Recommend remains in a strong financial position, providing the organization with the stability needed to support its strategic goals and deliver value to its members.
As we move into 2025, the FAC remains focused on proactive financial stewardship. Our priorities include continuing to monitor industry trends, refining financial policies, and ensuring rigorous oversight of budgets and financial statements. The committee will also work closely with management and the Board to sustain Eye Recommend’s commitment to financial transparency and accountability for the benefit of all members.
Committee Chair: Dr. Damon Umscheid Committee Vice-Chair: Dr. Anita Voisin
Committee Members: Dr. Jeff Goodhew, Dr. Wes McCann, Dr. Colin Hobson, Dr. Barry Thienes
Subsidiary Companies
2460623 Alberta Ltd.
2460623 Alberta Ltd. is a fully owned subsidiary company of Doctors Eye Care Co-op Ltd. (Operating as Eye Care Edge).
Digital ECP Inc.
Digital ECP Inc. is a fully owned subsidiary company of 2460623 Alberta Ltd. (Operating as the billing system and a Buying Group called Eye Care Collective).
My Dry Eye Ltd.
My Dry Eye Ltd. is a fully owned subsidiary company of 2460623 Alberta Ltd. (Operating as a dry eye resource center).
1892523 Alberta Ltd.
1892523 Alberta Ltd. is a fully owned subsidiary company of Doctors Eye Care Co-op Ltd. (Eye Recommend Headquarters).
These subsidiaries were amalgamated on January 1, 2025 into Eye Care Edge Ltd.
Membership Groups
Business Influence Groups
An advantage to being a member of Eye Recommend is being part of a larger group. A group that embodies the entrepreneurial spirit, is passionate about independent optometry, and support one another. Business Influence Group (BIG) meetings allow members to share their experience, ask questions, and learn from other members in similar areas, practice lifecycles, and specialities. The groups are both in-person and virtual and have expanded to speciality areas where members, no matter their region, are able to connect deeper on specific topics. Each of the BIG leaders engages and organizes the group connections to instill learning and sharing throughout the year.
Regional BIG Leaders
Dr. April Eryou – North Toronto
Dr. Beth Lennox – Cambridge
Dr. Christine Misener – Ancaster
Dr. Damon Umscheid – Calgary
Dr. Gillian Robinson – Winnipeg
Dr. Howard Dolman – Waterloo
Dr. Janice Bellemore – Windsor
Dr. Josephine Pepe – London
Dr. Kalpna Varshney – Oakville
Dr. Kristin Heeney – Toronto
Dr. Laura MacDonald – Sarnia
Dr. Lisa Scharf – BC Interior
Dr. Natasha Randhawa – Edmonton
Dr. Raj Mann – Fraser South
Dr. Sanjay Vakani – Toronto
Dr. Stephen Taylor – Vancouver Island
Dr. Tanya Jones Greenwood – Rural Alberta
Dr. Todd Rhul – Hamilton/Oakville
Dr. Vikram Singh – Oakville/Hamilton
Focused BIG Leaders
Dr. Anita Voisin – Myopia
Dr. Barry Thienes – Rural
Dr. Colin Hobson – New Practice
Dr. Patricia Fink – Vision Therapy
Dr. Robin Apfelbeck – Dry Eye
Dr. Trisha Beal – Multi OD
56 BIG Group Meetings
2024
In Review
2024 was a year of exceptional growth and strategic progress for Eye Recommend. Our membership expanded, and we streamlined operations to enhance member differentiation in an increasingly competitive landscape. We launched innovative programs designed to equip members with the skills and insights needed to excel as business leaders and drive their own success. Our events once again surpassed expectations, fueling our ambition to reach even greater heights. Additionally, we prioritized new ways to connect with future optometrists, strengthening the talent pipeline for our clinics. With this momentum driving Eye Recommend and the independent optometric community forward, the future has never looked brighter.
Eye Recommend Academy
In 2024, Eye Recommend Academy (ERA) solidified its role as an invaluable learning management resource for our members and their teams. As a comprehensive online, on-demand training platform, ERA provided essential support for onboarding new team members and advancing the skills of experienced professionals. The significant growth in active users, course completions, and content offerings highlights the platform’s impact and the commitment of our community to continuous learning. ERA’s seamless integration into live training programs, such as OD Business and Manager Development, further reinforced its value as a critical tool for professional growth and long-term success.
3,063 Registered Users since launch
Certificates Awarded:
128 for Dry Eye
280 for Essential Series
25,258
Total Courses
Completed since launch
16,034
Total Courses
Completed in 2024
220 Courses on the ERA
75 ER courses
145 Supplier Courses
Learning and Development Training
In 2024, our Learning and Development team delivered top-tier learning experiences for members and their teams. Highly popular bootcamps enjoyed strong attendance, and the addition of three new in-office training courses and updates to five existing programs solidified our commitment to skill enhancement and member practice success.
Business Coaching
In 2024, the Business Coach team experienced significant growth, expanding from four to seven coaches. Throughout the year, the team remained dedicated to supporting members in key areas such as Business Reviews, Observation Days, HR Support, and Benchmarking Reviews. With this expanded expertise, the Business Coach team continues to provide valuable guidance to help members strengthen and grow their businesses.
39 Business Reviews
+68 more being offered
Manager Connect
The Coaching team also leads an online webinar series called Manager Connect throughout the year to support owners, leaders and managers with the managing of their practices. The 1 hour sessions range from topic specific webinars to open forums so that managers can get feedback on a specific topic.
48 Observation Days
+29 Follow Up Meetings
Speciality Business Coaching
The Specialty Coach team was established to provide tailored support for larger practices, bringing together experts in key business areas. The team includes three Specialty Business Coaches offering in-depth business guidance, two HR Coaches dedicated to comprehensive HR support, and one Marketing Coach focused on strategic marketing initiatives. With this specialized expertise, the team delivers customized solutions to help practices thrive.
14 Business Reviews
28 Observation Days
Marketing & Communications
Website Development
In 2024, we remained dedicated to enhancing the Eye Recommend website, introducing new features and initiatives to maximize value for our members. By continuously improving functionality and resources, we ensure the site remains a powerful tool for supporting your success.
HR Resource Library
The HR Library offers tailored resources like compliance guides, policy templates, and employee management tools, empowering Eye Recommend members to tackle HR challenges and foster professional growth with ease.
Supplier Portal
The Supplier Portal connects suppliers with members like never before, enabling them to manage profiles, share key information, and promote tailored offerings. It also hosts supplier-driven events, fostering collaboration and adding value for both members and suppliers.
Efficiency Enhancements
We’ve introduced features to streamline workflows, simplify maintenance, and boost system reliability. These updates improve usability for our team, allowing us to deliver exceptional support and services to our members.
Social Media
This year, our social media has been filled with excitement, highlighting our world-class events and exceptional offerings. We’ve focused on connecting with three key audiences: current members, potential members, and optometry students. From showcasing training sessions, events, and student visits to gathering testimonials and highlighting specialized services, our content has celebrated the best of what we offer. These efforts not only amplify our voice within the optometric community but also strengthen our connections and inspire others to join in our success.
Instagram
7.83% Post Engagement Rate
2,017 Followers Reached 100,757 Post Impressions
Communication
LinkedIn
10.5% Engagement Rate
1,702 Followers Reached 73,719 Page Impressions
We’ve enhanced our communication strategy to ensure you never miss out on important updates. By delivering concise, impactful emails and directing you to the Eye Recommend website for the most current and essential information, we’re making it easier than ever to stay informed and connected to the core resources that drive your success.
E-Communications
73.7% Average Open Rate 8.1% Average Click Rate
Mobile App (based on NTE West and NTE East)
1,221 Total Mobile App Downloads
88.5% Logged-In Registrants
97% Notifications Enabled
Events
2024 was one of the most successful years for Eye Recommend events in the history of the cooperative. We added, revamped and elevated our events to levels never seen before. We also grew our team this year by adding another Events Coordinator and an Events Assistant.
National Training Event
In 2024, our NTEs embraced the theme of sustainability, bringing meaningful changes to enhance both the attendee experience and our environmental impact. A major improvement was the transition from lanyards and printed badges to digital passes, making registration seamless—especially with the high volume of attendees. Throughout the events, we highlighted sustainability initiatives from our supplier partners and encouraged attendees to consider sustainability in all aspects of life. These efforts resonated strongly, resulting in the highest event ratings for an NTE in the past decade.
OD Business 1.0 & Manager Development 1.0
1,510 NTE East & West Attendees
4.6/5.0 Rating
We worked closely with the training and business coaching managers to revamp the content of both these programs. Both programs now consist of an ERA component, virtual webinars and in-person implementation sessions. These programs now require a time commitment from attendees, which in turn allows for a more customized approach and additional one-on-one time with the facilitators.
Regional Trainings
This was our most successful year for regional trainings in terms of feedback and overall attendance. With a focus on “Capturing Patients at every Touchpoint”, we teamed up with our supplier partner WestGroupe to deliver an engaging event that was well attended.
305 Attendees Across 6 Trainings
Student Support
In 2024, Eye Recommend strengthened its dedication to supporting students and members with innovative initiatives. From delivering engaging presentations at optometry schools across Canada and the US to evolving The Monocle, our dedicated student newsletter, we focused on building strong connections with future optometrists.
We introduced fun contests to engage students and collected testimonials highlighting their invaluable experiences working in independent practices. To further support hiring efforts, we hosted a Virtual Interview Day, providing students with easy access to opportunities while helping members vet quality candidates with less effort.
Programs like the Looking Forward Program and the CAOS Summer Student Program continue to empower members to actively shape the future of independent optometry. Eye Recommend remains committed to fostering connections that benefit both students and members alike.
School Presentations & Recruitment Support
• University of Waterloo School of Optometry and Vision Science
• Nova Southeastern University College of Optometry
• Midwestern Chicago College of Optometry
• Illinois College of Optometry
• New England College of Optometry
• Pacific University College of Optometry
• MCPHS School of Optometry 500+
199 Sign-Ups in 2024
Students Reached
Eye Care Edge
In 2024, we proudly launched Eye Care Edge and its dedicated website, creating a central hub for exploring our innovative initiatives. Featuring programs like the Myopia Summit, Dry Eye Summit, Optometry Unleashed, and Eye Care Collective, the website offers a streamlined way to connect with resources and events designed to advance every aspect of eye care. Eye Care Edge represents our commitment to driving progress and supporting the optometric community in exciting new ways.
MyMyopia/Myopia Summit
We held the inaugural Myopia Summit in Calgary, Alberta this year with a commendable turnout. The stage was graced by some heavy hitters in the Myopia Management space like Dr. Kate Gifford, Dr. Langis Michaud and Dr. Jeffrey Walline. We also added an optional Ortho-K training that was well attended and left attendees feeling inspired.
MyDryEye/Dry Eye Summit
The first ever Dry Eye Summit powered by Eye Care Edge was launched in 2024 in Toronto, Ontario. We took this opportunity to enhance the event experience for all attendees by streamlining registration, increasing event related communications and investing more in speakers who are paving the way for innovation in Dry Eye Disease.
We also revamped the look and feel of the MyDryEye learning platform by investing more in video quality and re-thinking the formatting to allow for an easier user experience.
175
Attendees
4.9/5.0 Rating
405 Attendees
4.6/5.0 Rating
Optometry Unleashed
In 2024, the Optometry Unleashed Podcast continued to thrive as we spearheaded content development, curated compelling topics, and coordinated insightful guest appearances. This year, we launched 10 new episodes, including 2 live podcast panels featuring industry experts at NTE West and NTE East, bringing dynamic discussions and valuable insights directly to our audience.
2,894 Total Plays 317 Spotify/Apple Followers 55.9% Average Episode Intake
Jobs 4ECPs
In 2024, Jobs4ECPS continues to be a valuable resource, offering a dedicated platform to post and fill open positions within their practices. Acquired as part of Eye Care Edge, this tool streamlines the hiring process, connecting members with top talent and ensuring their practices thrive with the right team in place.
Otto Optics
In 2024, our partnership with Otto Optics remains a powerful tool for members to succeed, offering innovative software solutions to help independent practices thrive in a changing industry. With discounted subscriptions for ER members, Otto Optics continues to streamline operations, boost sales, and enhance patient care across the network.
Member Survey
In 2024, we conducted three surveys—in May, August, and November—to maximize opportunities for your feedback. Gathering insights throughout the year ensures we stay closely attuned to your needs. Your input is vital for refining our programs and tailoring services to support your success.
Top 5 Most Important Areas Net Promoter Score (NPS)
85
How likely members are to recommend Eye Recommend as a cooperative. Comparatively, here are NPS scores from some renowned organizations:
Amazon - 73
Apple - 72
Starbucks - 77
D|R Lenses
In 2024, there were 169,385 jobs successfully completed, reflecting a 6.5% increase compared to 2023. We are excited to sustain the momentum of this successful multi-vendor program.
169,385 Successfully Completed Jobs
Financial Review
Over the past year, the cooperative has demonstrated robust financial performance, alongside strategic investments in assets and resources that will support the future of independent optometry in Canada.
We are pleased to report a record-breaking year in both revenue and member returns. Total revenue reached $13.9 million, marking an increase of 15% compared to the previous year. This unprecedented growth was driven by heightened member engagement, optimized vendor partnerships, and the successful introduction of new revenuegenerating initiatives. These results not only affirm the resilience of our cooperative model but also highlight the significant value we provide to independent optometrists across our network.
This financial success is a direct outcome of our disciplined approach to financial management and our strategic emphasis on prudent operational controls. Every decision is carefully evaluated to ensure it supports the long-term health and sustainability of our organization. Through sound financial practices, we have delivered substantial returns to our members, balancing direct financial distributions with reinvestments in essential services and resources.
This year, we proudly issued the highest member returns in our cooperative’s history, reflecting our unwavering commitment to shared success. Member returns are a fundamental component of our cooperative’s achievements, and in 2024, we successfully distributed $2.7 million back to our members through various channels, up from $2.2 million (21% increase) in the previous year.
Looking forward, our financial strategy remains focused on sustainable growth and value creation. We will continue to exercise rigorous oversight of our operating expenses, invest strategically to enhance member services, and explore new avenues for revenue diversification. By adhering to these guiding principles, we are confident in our ability to sustain financial strength and foster member prosperity in the years ahead.
