Beloit Family Eye Care

What Beloit Family Eye Care does

Beloit Family Eye Care is an independently owned optometry practice headquartered in Beloit, Wisconsin, founded in 2011 by Dr. Douglas Kelley, O.D. The practice operates two retail locations — the original Beloit Family Eye Care at 531 E. Grand Ave. and the Brodhead Vision Clinic at 1005 17th Street — serving individuals and families across southern Wisconsin. Service offerings span routine adult, senior, and pediatric eye exams; contact lens exams and fittings; diabetic eye exams; emergency eye care; and laser eye surgery consultations, alongside specialty treatments including dry eye therapy (OptiLight IPL, Bruder masks, medicated drops), myopia control (MiSight, CRT lenses, low-dose atropine), and diagnosis and management of ocular diseases such as glaucoma, diabetic eye disease, age-related macular degeneration, cataracts, and keratoconus.

The practice is equipped with advanced diagnostic technology uncommon in similarly-sized community clinics, including the Optos Daytona ultra-widefield retinal imager, Spectral Domain OCT, Humphrey Threshold Visual Field Analyzer, ZEISS Atlas Corneal Topographer, and VEP/pERG electrophysiology testing. These tools enable a broad diagnostic service menu beyond standard refraction. Eyewear retail (prescription frames and lenses, sunglasses) from designer and mainstream brands, plus online contact lens reordering, provide ancillary transactional revenue streams.

The business model is fee-for-service professional care plus transactional eyewear and contact lens sales. GTM is community-driven: local SEO, Google Reviews, social media presence across major platforms, community organization memberships (Chamber of Commerce, Lions Club, Voluntary Action Center, Beloit Ambassadors), and word-of-mouth referrals. Pricing is quote-based and not publicly disclosed. Customer segments include adults and seniors (primary), children and families (primary), diabetic patients, dry eye sufferers, and contact lens wearers. The practice is privately held by Dr. Kelley with no external investment, no parent company, and no disclosed revenue or funding.

Name

Beloit Family Eye Care

Legal name

Beloit Family Eye Care

Website

https://beloitfamilyeyecare.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Beloit Family Eye Care is an independently owned optometry practice operating two retail clinics in Beloit and Brodhead, Wisconsin, serving adults, children, and seniors with routine eye exams, specialty treatments for dry eye and myopia, ocular disease management, and prescription eyewear sales.

Ownership category

akta.pro rank

Product category

Optometry and Eye Care Services

NAICS

Offices of Optometrists (62132), Offices of Optometrists (621320), Optical Goods Retailers (45613), Optical Goods Retailers (456130)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Optometry Clinics (Primary Eye Care) (HLAKAKAB)

akta.pro secondary industries

Comprehensive Eye Exams & Vision Care (HLAKAKAA), Optical Dispensing & Eyewear Devices (Frames, Lenses, Lens Edging/Finishing Equipment) (HLAHAJAD), Contact Lenses & Care Systems (Soft/RGP/Scleral Lenses; Cleaning/Disinfection Solutions) (HLAHAJAE)

Keywords

• Comprehensive eye exams
• Dry eye treatment
• Myopia control
• Pediatric optometry
• Prescription eyewear

Headquarters

HQ city

Beloit

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Eye Exams and Consultations: Comprehensive eye exams for adults, seniors, children, and specialty exams including diabetic eye exams, contact lens exams, and laser eye surgery consultations.
2. Eyewear Sales: Sale of prescription glasses, frames, and lenses. Carries a range of brands from budget-friendly to designer options including Carolina Herrera, Gucci, Kate Spade, Tommy Hilfiger, Nike, and others.
3. Contact Lens Sales: Contact lens exams, fittings, and sales. Offers various brands including daily disposables, and specialty lenses. Online reordering available.
4. Dry Eye Treatments: Dry eye therapy services including OptiLight IPL treatments, Bruder masks, medicated eye drops (RESTASIS, Xiidra), and tea tree oil treatments.
5. Myopia Control: Myopia management services for children including MiSight contact lenses, CRT (Corneal Refractive Therapy) lenses, and low-dose atropine eye drops.
6. Eye Disease Management: Diagnosis and management of glaucoma, diabetic eye disease, age-related macular degeneration, cataracts, and keratoconus with ongoing monitoring and treatment plans.
7. Emergency Eye Care: Urgent eye care services for injuries, foreign objects, chemical splashes, infections, flashes, floaters, and sudden vision changes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Beloit Family Eye Care is a dual-location optometry practice providing comprehensive and specialty eye care services for all ages. Its core offering includes routine and specialty eye exams, diagnosis and management of ocular diseases (glaucoma, diabetic retinopathy, macular degeneration, cataracts, keratoconus), myopia control for children, dry eye therapy (including OptiLight IPL), emergency eye care, laser surgery consultations, and the retail sale of prescription frames, lenses, and contact lenses.

Product overview

Beloit Family Eye Care operates as a dual-location optometry practice offering comprehensive eye care services. The core offering centers on routine and specialty eye exams for all ages (infants through seniors), supported by advanced diagnostic imaging technology including Optos ultra-widefield imaging, spectral domain OCT, Humphrey Visual Field Analyzer, and ZEISS corneal topographer. Specialty services include myopia control (MiSight lenses, CRT lenses, atropine drops), dry eye therapy (OptiLight IPL, Bruder masks, medicated drops), eye disease diagnosis and management (glaucoma, diabetic eye disease, AMD, cataracts), emergency eye care, and laser surgery consultation. The practice also provides a full eyewear retail operation with prescription frames and lenses from multiple designer and mainstream brands, prescription and non-prescription sunglasses, and online contact lens ordering. Both locations serve the Beloit and Brodhead communities in Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult & Senior Eye Exams Comprehensive eye examinations for adults and seniors including visual acuity testing, internal/external eye structure evaluation, color vision assessment, depth perception testing, and pupil response evaluation.
• Children's Eye Exams
• Contact Lens Exams, Fittings & Brands
• Diabetic Eye Exams
• Dry Eye Therapy
• OptiLight IPL Treatment
• Myopia Control Program
• Eye Disease Diagnosis & Management
• Emergency Eye Care
• Laser Eye Surgery Consultation
• Digital Eye Strain Services
• Prescription Frames & Lenses
• Sunglasses
• Online Contact Lens Ordering

Quantifiable outcome

• MiSight contact lenses shown to slow myopia progression by 59%
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Emerging players

• Warby Parker: A direct-to-consumer eyewear brand that has expanded into eye exams via retail locations — represents a structural competitive threat to independent practices on basic eyewear and now on exam capacity.
• 1-800-Contacts: An online contact lens retailer that competes with the practice's e-commerce contact lens reordering business on convenience, price, and direct-to-consumer fulfillment.

Broad incumbents

• LensCrafters: A large national optical chain providing eye exams and eyewear — competes with independent practices on convenience, brand selection, and insurance network scale.
• America's Best Contacts & Eyeglasses: A national optical retail chain combining eye exams with value-priced eyewear — competes directly with independent practices on basic refraction and dispensing volume.
• Pearle Vision: A national optometry and optical retail brand offering comprehensive eye exams, contact lens fittings, and eyewear — directly comparable in full-service optometry model.
• Costco Optical: A value-oriented optical department within warehouse clubs providing eye exams and discount eyewear — competes on price for basic refraction and dispensing services.

Regional players

• Shopko Optical: A regional optical retailer with locations across the Midwest offering eye exams and eyewear — comparable in serving small/mid-size Wisconsin communities with a similar mix of exam and retail services.
• Wisconsin Vision, Inc. A regional optometry and optical retail chain serving Wisconsin with multiple locations offering eye exams, contact lens fittings, and eyewear — directly comparable in geography and service mix to Beloit Family Eye Care but at significantly greater scale.

Direct peers

• MyEyeDr. A multi-location optometry practice group offering comprehensive eye care, contact lens services, and eyewear — a directly comparable provider-led optometry model with a similar service portfolio.
• Clarkson Eyecare: A multi-location optometry practice group offering comprehensive eye exams, specialty services, and eyewear across the Midwest — directly comparable in service breadth and provider-led model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/BeloitFamilyEye
• Facebookfacebook.com/BeloitFamilyEyeCare
• LinkedInlinkedin.com/company/beloit-family-eye-care

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Beloit Family Eye Care