What Sportrx does

SportRx is a direct-to-consumer e-commerce retailer, founded in 1996 and headquartered in San Diego, California, that sells custom prescription sunglasses, eyeglasses, and goggles for athletes and active individuals. The company serves customers across cycling, skiing/snowboarding, mountain biking, fishing, golf, baseball, motocross, running, and safety/ANSI applications through its e-commerce platform (sportrx.com) and a single physical showroom at the San Diego headquarters. Differentiation rests on a staff of sports opticians with over 500 years of combined optical experience who consult with customers via phone, chat, and email, and on access to branded lens technologies (Oakley PRIZM, Costa 580, Maui Jim PolarizedPlus2) via exclusive online distribution for replacement lenses.

The product portfolio spans third-party premium brands (Oakley, Ray-Ban, Maui Jim, Costa, Nike, Wiley X, Rudy Project, Smith), emerging smart eyewear (Meta-integrated Oakley and Ray-Ban frames, Reebok Powered by Lucyd), SportRx-exclusive collaborations (Oakley Flight Deck M and Line Miner L snow goggles, Flak 2.0 XL, MLB Player Series with 100% brand), and a proprietary SportRx private-label collection starting at $99 with prescription. Pricing ranges from $25 for non-prescription items to $600+ for premium sport-performance configurations, with a BOGO25 promotion, Klarna BNPL, FSA/HSA acceptance, and a 45-day See Better Guarantee with an at-home Test Run try-on program.

The business is privately held with no disclosed funding rounds, parent company, or institutional investors. Technology integrations are limited to commerce-stack tooling (Klarna, PayPal, ID.me, GovX, Extend protection plans via Kaley Virtual Claim Assistant); no proprietary AI/ML systems, APIs, or mobile apps are disclosed. Leadership comprises President and CEO Dan Bruton and Director of Technology Saaed Fattahi. Geographic reach covers the United States, Canada, Australia, and New Zealand, with no third-party retail or marketplace distribution.

Name

Sportrx

Legal name

SportRx

Website

https://sportrx.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

SportRx is a direct-to-consumer e-commerce retailer, founded in 1996, that sells custom prescription sunglasses, eyeglasses, and goggles for athletes and active individuals, supported by sports opticians with over 500 years of combined optical experience.

Ownership category

akta.pro rank

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Prescription Eyewear Sales: SportRx generates revenue primarily through direct sales of prescription sunglasses, eyeglasses, and goggles. Products are custom-manufactured to each customer's prescription and sold as one-time purchases with various lens and coating options at different price points.
2. Replacement Lens Services: Revenue from providing custom prescription replacement lenses for existing frames, including branded lens technologies from Oakley, Costa, Maui Jim, and others.
3. Accessories and Add-ons: Sales of accessories including replacement goggle inserts, frame parts, lens coatings, and protective plans like Extend Protection.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

SportRx manufactures and sells custom prescription sports eyewear, including prescription sunglasses, eyeglasses, and snow/motocross goggles, fitted with sport-optimized lens technologies. Products are configured online or via in-house sports opticians and shipped to consumers in the US, Canada, Australia, and New Zealand, with supporting services such as an at-home Test Run try-on program, prescription replacement lenses for existing frames, and prescription goggle inserts.

Product overview

SportRx operates as a prescription sports eyewear e-commerce platform offering a unified shopping experience combining custom prescription eyewear with expert optician services. The core product portfolio centers on prescription sunglasses, eyeglasses, and goggles across multiple sports categories (cycling, golf, fishing, skiing, baseball, running, mountain biking, motocross, and more). Key product lines include: (1) Custom prescription eyewear in Sunglasses, Eyeglasses, and Goggles categories, all built to individual prescriptions; (2) Proprietary SportRx brand frames positioned at accessible price points starting at $99 with Rx; (3) Smart eyewear including Meta-integrated glasses (Oakley Meta HSTN, Oakley Meta Vanguard, Ray-Ban Meta Wayfarer Gen 2, Ray-Ban Meta Skyler Gen 2) and Reebok Powered by Lucyd smart optical collection; (4) Replacement lenses including branded options (Oakley PRIZM, Costa 580, Maui Jim PolarizedPlus2) and custom Build-Your-Own lenses; (5) Prescription goggle inserts and Rx Dock systems for compatibility with existing goggles; (6) SportRx-exclusive products including Oakley Flight Deck M and Line Miner L snow goggles. The business differentiates through bundled services including a See Better Guarantee (45-day returns), Test Run Program (at-home frame try-on), and sports optician consultations with over 500 years of combined experience. North American distribution includes SportRx as a retailer for Reebok Powered by Lucyd smart eyewear (per April 2026 news).

Differentiator

Problem solved

Functional benefit

Brands

• SportRx Collection: Proprietary prescription sports eyewear collection offered exclusively by SportRx, featuring sunglasses, eyeglasses, readers, and safety eyewear starting at $99 with prescription lenses.

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

One partnership is on record.

• Innovative Eyewear, Inc.minorChannel Partner/ Reseller/ Distributor · 16 April 2026Innovative Eyewear launched their Reebok Powered by Lucyd smart optical collection and secured SportRx as a retail distribution partner for North American distribution. The partnership gives SportRx access to sell the six-frame smart eyewear collection featuring smart hinge technology, touch sensors, and enhanced audio.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goodr: Goodr sells affordable sport sunglasses directly to runners and athletes via DTC. Comparable to SportRx's sport-eyewear positioning and direct-to-consumer motion, though Goodr is non-prescription and competes on price.
• Wiley X: Wiley X manufactures and sells protective and sport eyewear including ANSI-rated and prescription options for tactical, motorcycle, and outdoor use. Comparable to SportRx in prescription sport/protective eyewear, with overlap in product lines SportRx distributes.
• Smith Optics: Smith makes performance sunglasses and goggles for skiing, cycling, and outdoor sports and offers prescription options through partner labs. Comparable product category (sport goggles and sunglasses) and customer base to SportRx.
• Roka Sports: Roka is a DTC performance eyewear brand targeting athletes (cycling, running, triathlon) with sport-optimized frames and lenses. Directly comparable to SportRx in customer segment and sport-specific positioning, though Roka historically focused on non-prescription.
• Rudy Project: Rudy Project designs and sells sport performance sunglasses, helmets, and prescription inserts for cycling, triathlon, and outdoor athletes. Directly comparable to SportRx in sport prescription eyewear; carried as a brand on sportrx.com.

Broad incumbents

• Warby Parker: Warby Parker is the leading DTC prescription eyewear retailer in the US, with retail showrooms and expanding sport/performance offerings. Overlaps with SportRx on prescription eyewear DTC and athlete customers, though Warby Parker's catalog is broader and less sport-specialized.
• GlassesUSA.com: GlassesUSA.com is a major online prescription eyewear and contact lens retailer. Comparable to SportRx on DTC prescription eyewear fulfillment, but with broader (non-sport) assortment and a focus on value pricing.
• Zenni Optical: Zenni is a large online prescription eyewear retailer known for low-price positioning. Competes with SportRx on DTC prescription eyewear, though Zenni's sport-specific depth and customization are narrower.
• Oakley (EssilorLuxottica): Oakley is the dominant sport eyewear brand and a key supplier to SportRx. Oakley's brand-direct channel (including prescription Oakley frames) overlaps with SportRx's assortment and competes for the same athlete customer, making it both a critical partner and a major competitor.

Emerging players

• Bollé Safety: Bollé offers sport and safety eyewear including prescription options for skiing, cycling, and industrial use. Comparable to SportRx in prescription sport/protective eyewear, with stronger presence in safety and European markets.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sportrx

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sportrx