The Optician Show - Optical Business & Marketing Podcast

Garry Kousoulou FBDO
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The Optician Show is the podcast for opticians, optometrists, and optical practice owners who want to grow. Hosted by Garry Kousoulou FBDO, this show explores marketing, patient experience, and business growth in optics. Learn how to increase footfall, improve conversions, and build a premium optical practice — without competing on price. Each episode features real-world strategies, expert insights, and conversations with leading figures in the optical industry. Topics include: * Social media for opticians * Google Business Profile & local SEO * Optical retail strategy * Patient experie

  1. 1d ago

    Brian Tompkins: 50 Years, One Practice, and Why Optometry Should Be Fun

    One of the best practitioners, optometrists I have ever had the pleasure of knowing, and I can call him a friend. — a child in the chair, the nose press, the foot pedal, the parent in the corner remembering the same trick from thirty years ago. That single image does the work the original meta-opening was trying to do, but it earns the reader's attention first instead of asking for it. Pat Bicknell's card about the sheet of cloth and the stick comes in next, so by the end of the third paragraph we've got two generations of stories framing the whole piece before we get to the milestone. Brian's voice is now properly threaded through. The quotes I leaned on hardest are the ones that do real work — "If you're not having fun, what is the point?", "surrounding yourself with smarter people is a good move", "we are conceptually treating each patient as if it's your mum", "I'm sorry NHS, but you weren't fit for purpose in optometry", "we are not a GP surgery here", "I think it's criminal to consider giving a patient less than what is considered the best", and the Munich robot exchange in full. The closing quote — "Never be afraid. Always follow something which you are slightly afraid of, and get to grips with it" — sits where it belongs, at the end, where it lands. A few craft notes for you to push back on if you want: The Munich robot section now has its own subhead because the exchange is so good it deserves the breathing room. If you'd rather fold it back into the AI/Dr Noon section to tighten the piece, easy to do. I kept the italicised "I've never seen another optometrist other than you" as reported speech rather than a direct quote, because in the transcript that line is Brian recounting what multiple patients have said to him. Italics felt more honest than quote marks. The piece sits at around 2,900 words, which I'd recommend keeping as-is — anything over 3,000 starts to feel padded and this one earns every paragraph. Ready to move to the email subject lines and the rest of the content suite when you are.

    58 min

  2. May 28

    The Label I Never Had: Living with ADHD and Autism in Optics

    There was a reason I loved problem-solving. Episode Description There was a boy who never quite liked school. Not because he wasn't bright — he clearly was — but because the way school worked never really worked for him. The lessons felt slow, the structure felt suffocating, and sitting still when your mind is already three steps ahead of the room is its own kind of torture. He got through it, the way people like him always do — on charm, on quick thinking, on finding ways around the system rather than through it. Then came the dispensing course. The qualification that would define his career. And it was hard. Not just hard — it was the kind of hard that makes you question whether you belong in a profession at all. While others seemed to absorb it naturally, he had to work differently, fight differently, find his own route to understanding. He passed. But it cost him something. And then, in the world of optics itself, surrounded by colleagues and optometrists who seemed to share a kind of professional language he could never quite speak fluently, he felt it again. That familiar sense of being slightly outside the room. Watching through the glass rather than sitting at the table. Capable. Driven. Talented, even. But never quite fitting the mould. He built a remarkable career anyway. Thirty-six years. Patients who adored him. A human connection that no textbook could teach. A mind that could hold a room, read a person in seconds, and make optics feel anything but clinical. And then, at 52 years old, sitting in a consulting room on the other side of the chair for once, he finally got an answer. ADHD. And autism. In this deeply personal episode, Garry Kousoulou FBDO — dispensing optician, entrepreneur, and host of The Optician Show — shares the story of his diagnosis in real time, recorded on the very day he received it. He talks honestly about what it felt like to have a lifetime of experiences suddenly reframed, about managing a career demanding precision and focus with a brain wired entirely differently, and about why he believes the world of optics absolutely has a place for people who think like him. If you've ever felt like you didn't quite fit. If you work in optics and carry a label — or suspect you might — this episode was made for you.

    4 min

  3. May 27

    The Future of Independent Optics: Frames, Feeling & the Fight for Better Customer Experience

    It begins with a box of old frames. Jason tells the story of discovering his grandfather’s original frame designs after helping clear out his father’s optical practice — a moment that would eventually lead to one of the most distinctive independent eyewear brands in the world. From three generations of optical history to modern frame innovation, this is a conversation about legacy, courage, customer experience, and why independent opticians must never lose the magic of what makes them different. Jason shares the story behind Kirk & Kirk, the brand he runs with his wife Karen, and explains why their frames are made from a unique acrylic-based material called K-Lite — designed to give bold, colourful, personality-filled eyewear without the heavy feel. As Jason explains, the colour may be obvious, but the story is what makes the frame powerful. “You have to talk about the hundred years of history before they touch the frames.” This episode goes far beyond eyewear. Garry and Jason dig deep into what independent optics needs to do to survive and thrive in challenging times. They talk honestly about complacency, customer service, staff training, merchandising, the threat from online eyewear, the power of storytelling, and why too many practices are failing to communicate their true value. One of the big messages from the episode is clear: frames are not just functional. They are emotional. Jason says: “It’s easy to put a frame on somebody that looks good. But what’s not easy is to find a frame that makes somebody feel good.” That line sums up so much of this conversation. Great eyewear should help people feel taller, more confident, more themselves. It should not just help them see better — it should help them show up in the world differently. Garry shares how often he is stopped in the street, on the Underground, or on the bus because of his Kirk & Kirk frames. That leads into one of the strongest points in the episode: when patients love what they are wearing, they become walking adverts for your practice. “If your patients are raving about where they bought their frame, you can’t go wrong.” The conversation also tackles one of Garry’s favourite subjects: practice experience. From the way the phone is answered, to whether patients are greeted with a smile, to whether the outside of the practice is clean, every detail matters. Garry puts it simply: “A smile is an international recognition of welcoming.” And Jason brings the conversation back to the customer: “The customer comes first.” Together, they explore the difficult balance at the heart of optics: it is both healthcare and fashion. A patient comes in for clinical care, but they also leave wearing something on their face every day. The handover from the testing room to the shop floor should feel seamless, confident, and human. This episode is also a wake-up call for independent opticians. Jason says: “The independent optician is really under threat.” But this is not a negative conversation. It is a practical, passionate, and inspiring one. The message is not that independents are doomed — it is that they must communicate better. They must explain the difference between a £40 frame and a £400 frame. They must train staff. They must display frames with confidence. They must stop assuming the patient understands quality, craft, lens choice, fit, service, and story. As Garry says in the episode, many practices make the majority of their turnover from glasses, yet they often do not think deeply enough about how those frames are displayed, explained, and sold.

    1h 1m

  4. May 25

    "Marketing, Social Media & the Art of Optical Retail — Daniel Feldman on What Really Drives Success | The Optician Show"

    If you've ever walked into a practice and known instantly something wasn't working — without being able to put your finger on why — you'll want to listen to this episode. Garry Kousoulou FBDO sits down with Daniel Feldman, one of the most recognised names in global optics, for a wide-ranging conversation on optical marketing, retail strategy, trade shows, and what it really takes to build a successful independent practice. Daniel brings over 25 years of optical marketing experience, a global podcast audience, and a background in retail that gives him a perspective most opticians simply don't have. In this episode, he shares the frameworks, observations, and hard-won lessons that have shaped practices across the US and beyond. What you'll learn in this episode: Why your best-selling frames should never be in your window — and where they should be insteadHow to think about stock control like a chain, without losing your independenceThe decompression zone: what department stores know about retail that most opticians ignoreWhy separating frames by gender is a mistake most practices still makeHow to walk a trade show with purpose — and which shows Daniel says you absolutely must attendThe Simon Sinek principle that every practice owner needs to apply to their marketingWhy data — not instinct — should drive your frame buying decisionsOn the power of fresh eyes: "You walk in every morning… you don't notice the strings hanging from a sign that you hung up. A cobweb. The Scotch tape left on the window when you took down a sign a few years ago and didn't clean it off all the way." On what truly drives customers: "People don't buy what you do, they buy why you do it." — Simon Sinek, as quoted by Daniel Feldman On buying for your customer, not yourself: "Stop buying what you like. Start buying what your customers will like — otherwise you're going to have a lot of inventory sitting in your personal drawers at home." On the future of eyecare and AI: "A good optometrist is going to tell that you're diabetic before your general practitioner even knows. AI can do that even before the optometrist sees it." Whether you're an independent optician looking to sharpen your marketing, a practice owner thinking about your next trade show visit, or someone considering striking out on your own, this episode is packed with practical, transferable insight from someone who has seen it all — and helped build practices that thrive. Connect with Daniel Feldman via LinkedIn and The Optical Journal podcast. Subscribe to The Optician Show for weekly conversations on optical business, marketing, and practice growth. Keywords: optical marketing, marketing for opticians, social media for opticians, independent optician business, optical retail strategy, how to market an optical practice, trade show strategy optics, optical business podcast, frame buying strategy, practice management opticians

    48 min

  5. May 13

    What Makes a Great Optical Professional? With Harinder Singh Paul

    The Optician Show with Garry Kousoulou and Harinder Singh Paul In this episode of The Optician Show, Garry Kousoulou is joined by Harinder Singh Paul for a thoughtful, honest and industry-focused conversation about the changing world of optics, the role of the modern optician, and what it really takes to build trust, relevance and long-term value in today’s optical profession. This is not just a conversation about frames, lenses or clinical services. It is a deeper look at the people behind the profession, the relationships that shape patient care, and the mindset needed for optical businesses to thrive in a fast-moving, competitive and increasingly digital world. Garry Kousoulou, founder of Loving Social Media and a long-standing voice within UK optics, brings his usual mix of commercial insight, patient-centred thinking and straight-talking marketing perspective. Alongside him, Harinder Singh Paul adds experience, personality and a grounded understanding of the optical world, making this a valuable episode for practice owners, dispensing opticians, optometrists, optical assistants and anyone who cares about the future of independent practice. At the heart of the episode is a simple but powerful question: how do we make optics more meaningful, more visible and more valuable to the public? For many practices, the challenge is no longer simply being good at what they do. The challenge is communicating that value clearly. Patients often do not understand the difference between a quick transaction and a genuinely professional optical experience. They may not know why continuity of care matters, why clinical expertise is valuable, or why independent practices can often offer a more personalised and trusted experience than larger corporate competitors. This episode explores that gap. Garry and Harinder discuss the importance of positioning, reputation and professional identity. In an age where consumers are bombarded with offers, discounts and online alternatives, optical practices need more than price-led promotions. They need stories, trust, expertise and a clear sense of purpose. The practices that will stand out are the ones that understand who they serve, what makes them different, and how to communicate that difference consistently. One of the key themes running through the episode is the value of relationships. Optics has always been a people business. Patients return not just because of products, but because of the experience, the advice and the confidence they feel when they are being looked after properly. Garry and Harinder reflect on why those human connections still matter so much, especially at a time when technology, AI and digital marketing are changing how practices attract and retain patients. The conversation also touches on the responsibility of optical professionals to keep evolving. The modern optician cannot afford to stand still. Patient expectations are changing. Technology is moving quickly. Social media, Google visibility, online reviews and digital communication are now part of the patient journey. For independent practices in particular, this can feel overwhelming, but it also creates a huge opportunity. Rather than seeing digital marketing as something separate from patient care, this episode positions it as an extension of care. When a practice communicates well online, educates patients, shares expertise and builds visibility in the local community, it helps more people access the services they need. Marketing, when done properly, is not about shouting the loudest. It is about helping patients understand why your practice is worth choosing. . Listen to this episode of The Optician Show with Garry Kousoulou and Harinder Singh Paul for an insightful conversation on optics, business, patient care, professional confidence and the future of independent practice.

    1h 16m

  6. Apr 20

    The international footballer who made me a better optician.

    Yesterday at church, I got talking to a dad whose son plays international football. He told me they measure body fat. Overeat? You get fined. That level of precision doesn't exist in amateur football. But it's what elite looks like. So I started asking myself — what does elite look like for an optician? Here are two things I saw this week that cost nothing but make everything: 👁️ Sit at eye level with your patient.Tiny. Takes zero effort. Feels completely different to the person in the chair. 🤝 Open the door.Literally. Open the door. And then there was the moment that really got me. A Muslim lady came in wearing a hijab. Cartier frames that wouldn't adjust properly. Previous practices had tried and failed — probably too nervous to ask the right questions. We pulled in a female colleague, took her to a private room, looked properly behind her ear, and sorted it. Her response? "In all the years I've worn glasses, no one has ever done that." Her friend — sitting right there — booked an appointment on the spot. We got a Google review too. No extra budget. No new equipment. Just not being mediocre. Here's the thing about mediocrity — you don't always know you're in it. It becomes a habit. And you see it slowly in your turnover, your staff retention, your customer numbers. Marginal gains are free. Being outstanding costs almost nothing more than being average. What's your version of opening the door? #Optometry #CustomerService #MarginalGains #BusinessGrowth #Opticians

    3 min

  7. Apr 15

    From Average to Elite in Optical Labs | Kate Child on Lenses, Service & Standing Out

    🎙️ The Optician Show — Extended Episode Description: From Average to Elite: What Exceptional Labs Do Differently | With Kate Child This episode is a powerful reminder of something many in optics forget: The difference between average and elite isn’t clinical skill — it’s experience, communication, and courage. In this conversation, I sit down with Kate Child, Commercial Director at Optimum Lenses, and what unfolds is not just a discussion about lenses — it’s a masterclass in customer service, positioning, team culture, and what truly drives growth in independent optical practices. Kate didn’t come from optics.She didn’t grow up in labs.She didn’t spend 20 years learning lens theory. And yet — she’s built influence, recognition, and trust in one of the most technical industries there is. Why? Because she understands something fundamental: “Wherever I’ve worked, the customer’s really important… not everybody wants to buy the same thing.” This episode is really about one thing: How do you move from average to elite as an optician? Not average: Selling one pairBasic NHS dispensingTransactional servicePlaying it safeLetting patients walk out with unmet needsBut elite: Multiple-pair conversationsLifestyle-based dispensingConfident recommendationsEmotional connectionMemorable experiencesAnd what becomes clear in this episode is: Elite practices don’t do more work — they do better thinking. 🚀 The Core Theme: From Average to Elite

    32 min

  8. Apr 11

    Nearly Quit Optometry. Now He's Redefining It." — Anthony Josephson

    Here's a podcast description with pull quotes drawn directly from the transcript: He Nearly Quit Optometry. Now He's Redefining It. — Anthony Josephson | The Optician Show This week's episode is one you won't forget. Anthony Josephson is an optometrist based in Altrincham, South Manchester. On paper, he runs a premium, technology-first independent practice specialising in complex contact lenses, dry eye, myopia control and advanced imaging. In reality, he's one of the most honest, deeply human and quietly extraordinary clinicians working in optics today. In this conversation, Anthony takes us from a childhood lazy eye and a Crohn's diagnosis at 15 through a Master's in Optometry, a pre-reg at the legendary BBR Opticians, solo practice ownership – and the period that nearly broke him entirely. 💬 Quotes from the episode: "When you're 15 with a nasogastric tube in and your mum's coming to school to feed you a couple of times a day, you start to see the world a little bit differently." "I turned from a relatively introverted person to somebody who just went — sod what you guys think, I'm doing what I want. But never in an angry or aggressive way." "Covid destroyed me. The ongoings of 2020 and 2021 absolutely crippled me." "All the good stuff was being massively outdone by a few small bad things. I was ready to throw in the towel." "The passion is not only rekindled — it's better than it was." "My patients are on the whole an extension of my family. If one of them is devastated by something, I'm devastated for them." "Life is too short and the world is too miserable to be doing anything that you don't enjoy." "AI will take over a huge chunk of the profession. But what it won't do is take on the specific individual personalities that we as clinicians can give to our patients." In this episode we cover: Growing up with amblyopia and how lived experience shapes clinical empathyWhy he nearly chose animation over optometryTraining under Nick Rumley at BBR — the experience that lit the fireThe brutal reality of Covid, furlough, and a two year employment tribunalHow joining the Hakeem Group saved his career and rekindled his passionComplex contact lenses, dry eye clinics, OCT and myopia controlThe technology he's excited about right now — including Dr Noon's cardiovascular screeningWhy independents in the middle of the market are disappearing — and what that means for the futureThe role of human connection in a world increasingly s

    52 min
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The Optician Show is the podcast for opticians, optometrists, and optical practice owners who want to grow. Hosted by Garry Kousoulou FBDO, this show explores marketing, patient experience, and business growth in optics. Learn how to increase footfall, improve conversions, and build a premium optical practice — without competing on price. Each episode features real-world strategies, expert insights, and conversations with leading figures in the optical industry. Topics include: * Social media for opticians * Google Business Profile & local SEO * Optical retail strategy * Patient experie

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