After nearly three decades in the eyecare industry, former Nikon senior executive Renee Wheelock is opening her own consultancy, Eye 2 Eye Development. The new company will help optometric practices grow and address fast-changing dispensary business challenges.

Eye 2 Eye Development is focused on “seizing emerging market opportunities for clients so their businesses flourish and patients experience demonstrably better outcomes,” according to Wheelock. She describes it as “a new and more advanced eyecare business consultancy, with solutions geared to ensure the success of optometric practices, one project at a time.”

“You don’t have to be a Harvard MBA to see our industry is hugely dynamic,” Wheelock tells 20/20. “I use my 28 years of experience with leading chains, manufacturers, labs and eyecare professionals to tailor detailed strategies to clients’ unique situations and design laser-focused programs that result in substantive bottom line growth.”

Specializing in dispensary analysis, product mix, product positioning, branding through design, and OD dispensary and lens education, Wheelock will focus on teaching practice owners and staff skills that many optometry schools neglect. “Educating practitioners about lenses and the dispensary, the most profitable area of a practice, is key for ODs. I will be soon launching a turnkey solution to help support this area of education.”

Wheelock points out that dispensaries have seen meaningful changes in just the last five years alone, prompting new opportunities and new roadblocks. “Running an optometric practice and dispensary of any size is complicated,” Wheelock says. “Eye 2 Eye Development provides concise, practical strategies and guidance on how to be more economical and efficient.”

Working alongside Wheelock is a team of industry experts who specialize in different areas of optometric business management. For more information or to arrange a consultation, contact Renee Wheelock at

–Andrew Karp