Episode Overview

Podcast: Power Hour Optometry
Episode: Four Locations. Three Cold Starts. Launching an Alliance | Scaling a Practice & The Vision Behind View Optometry Alliance
Host: Eugene Shatsman
Guests: Dr. Tommy Lucas & Dr. Mary Kate Walters
Release Date: April 3, 2026

This episode features Drs. Tommy Lucas and Mary Kate Walters, a husband-and-wife optometry team who have scaled from one acquired practice to four locations (including three rapid-growth cold starts) in Central Texas. They discuss their hard-won insights into launching, scaling, and systematizing multi-location practices. The conversation then shifts to their new project: View Optometry Alliance, a doctor-centered alliance aiming to preserve true independence for private practices. Listeners gain practical advice on cold starts, staff leadership, incentivization, and the philosophy underlying their alliance's vision for the future of independent optometry.

Key Discussion Points & Insights

Building a Multi-Location Practice

[02:57-04:43]

• Drs. Lucas and Walters operate four practices north and east of Austin, TX.

  • The original location (Killeen, TX) was acquired 20 years ago from a retiring OD.
  • The other three are cold starts: one is nearly three years old, another approaches two years.
  • Quote:

    "We did just had a million dollars of revenue in our first full year at the practice."
    —Mary Kate Walters [04:48]

• New cold starts ramped up quickly, partially due to lessons learned and community connections (e.g., hometown return for Mary Kate).

Lessons Learned: Start-Up Mistakes & Scaling

[05:25-11:51]

• The jump from one to two locations is hardest; after that, systems become essential.

  • Quote:

    "Getting the second practice is the hardest thing... you have to develop real systems that are there for the staff to utilize in your absence."
    —Tommy Lucas [06:10]

• Avoid over-investing in equipment at launch. Buy quality used gear, grow into high-end technology.

  • Quote:

    "You don't have to have every bell and whistle piece of equipment... It's really easy to get caught up in all the shiny equipment... but you can have a thriving practice without having all of that."
    —Mary Kate Walters [09:47]

• Later locations had progressively smaller footprints—cash flow discipline is crucial.

• Vendor relationships: favor flexible, independent partners (labs, frames, equipment vendors). Leverage these relationships for better terms and flexibility.

Leadership, Team Development & Practice Independence

[13:14-22:14]

• Dr. Lucas credits long-term development and promotion from within as their core advantage.

  • Many of their managers started as techs or front desk and grew over 20 years.
  • Quote:

    "The secret to our success is our managers and our people, and the whole staff... those managers were started out as my lab tech, my exam tech, and my front desk person."
    —Tommy Lucas [16:08]

• Staff communication: Weekly manager and doctor calls, quarterly all-team meetings.

• Open-book management: Transparent sharing of performance and revenue data to align team and show career progression linked to business success.

Staff Performance & Incentivization

[22:14-27:54]

• KPIs are set annually; progress is tracked weekly. Everyone is incentivized for metrics like capture rates, scheduling, call answer rates, testing, and collections.

  • Quote:

    "Each of our staff members has the potential to take home an extra $5,000 or more dollars if they hit all the metrics throughout the year."
    —Mary Kate Walters [23:41]

• Bonuses are both departmental and whole-staff for teamwork and shared accountability.

  • Quote:

    "We want to drive that behavior where like, hey... let's put our shoulder into this all together, work as a unit... and hit this goal."
    —Tommy Lucas [28:07]

The Launch of View Optometry Alliance

[32:12-41:21]

• View Optometry Alliance aims to create a network prioritizing doctor autonomy—countering consolidation trends.

  • Quote:

    "The hope for View Optometry, the alliance, is that we can create a business... that is truly independent in a sense that the doctor autonomy is one of the most important features and philosophies..."
    —Tommy Lucas [33:12]

• The alliance's main features:

  • Buying group for lower cost of goods; vetted, independent vendors only.
  • No vertical corporate ownership, and a stringent requirement for AOA/state membership.
    • Quote:

      "Being a member of the AOA and your state affiliate is really important for the protection of the profession."
      —Mary Kate Walters [37:25]

• View will distinguish itself by a core mission: preserve the profession, not just enhance profits.

Autonomy, Support vs. Control, and Operational Blueprint

[41:21-46:44]

• The Alliance delivers support but not control. Members must use their billing/data partners (e.g., ABB, ABB Analyze), be AOA members, and pay a small fee.

  • Quote:

    "On the alliance side, it is complete autonomy... all you have to do is agree to work with our consolidated billing partner... be an AoA member, and use our data platform."
    —Tommy Lucas [44:59]

• Their operational playbook (systems, vendor partnerships, billing) developed over four diverse practices, will be available to alliance members—but never mandated.

Tangible Benefits for Member Practices

[47:36-50:01]

• Immediate benefits: Lower cost of goods, access to hundreds of preferred vendors, data/metrics tools, marketing resources, consultative services, best practice playbooks.

• The Vision: Scale to 1,000+ independent practices, serving as an ideological and financial counterweight to corporate consolidation.

  • Quote:

    "Getting into the four figures is kind of the goal... to really be able to move the needle from a business perspective for these practices..."
    —Tommy Lucas [50:20]

• Membership is non-exclusive (no restriction on other alliances), and support practice transitions and young OD ownership.

Notable Quotes & Memorable Moments

• On scaling and people:
  "Being multi location means you're in the people business... you have to develop people and run an enterprise that is durable."
  —Tommy Lucas [06:10]

• On cold start discipline:
  "You don't have to have every bell and whistle piece of equipment... you can have a thriving practice without having all of that."
  —Mary Kate Walters [09:47]

• On staff loyalty:
  "I'm proud of the fact... that core team of people are now the managers at each of my offices... a story of people sticking with you for 20 years."
  —Tommy Lucas [16:08]

• On incentivizing team performance:
  "Each of our staff members has the potential to take home an extra $5,000 or more dollars if they hit all the metrics throughout the year."
  —Mary Kate Walters [23:41]

• On true independence in alliances:
  "We want to be an alliance that the doctor remains in control... not be influenced unduly by large corporations that are vertically integrated."
  —Tommy Lucas [33:12]

• On AOA membership as a requirement:
  "We a lot of times like to refer to it [AOA/state membership] as your preferred professional insurance policy."
  —Mary Kate Walters [37:25]

• On the overall vision:
  "Joining with our alliance is going to mean that we're always putting the profession first as a cardinal direction."
  —Tommy Lucas [41:21]

Important Timestamps

• [02:57] — Practice background, acquisition and cold start timelines
• [04:48] — First-year million-dollar cold start
• [05:47] — Difficulties scaling from 1 to 2 locations
• [09:47] — Advice for cold start buildouts & equipment
• [13:14] — Staff loyalty and internal development
• [16:55] — People management tactics
• [22:14] — Implementing KPI-based incentive plans
• [32:12] — Launch and philosophy of View Optometry Alliance
• [37:25] — Rationale for mandatory AOA/state membership
• [44:59] — Support vs. control; alliance membership requirements
• [47:36] — Tangible member benefits
• [50:20] — 3-5 year vision for alliance scale and impact
• [54:20] — Optometry graduates’ renewed interest in private practice

Resources

• View Optometry Alliance: viewoptometry.org
• Guest Contacts: Connect via the website or directly for more information

Tone & Takeaways

The episode is candid, practical, and visionary—delivering a mix of street-level business wisdom ("buy used gear, start small") and higher-level philosophy ("preserve independence, protect the profession"). The conversation repeatedly returns to the importance of systems, people, and mission. Drs. Lucas and Walters openly share both their successes and hard-won lessons, making this a valuable listen for any optometrist contemplating growth, interested in incentivizing a team, or passionate about safeguarding independent practice in an era of increasing corporatization.

Potential listeners: Owners thinking about opening a new practice, those scaling beyond one location, and anyone interested in alliance movements’ role in shaping optometry's future.