Optimum RX's Award-Winning Vision for the Future
A conversation on legacy, innovation, and the future
Optimum RX's Award-Winning Vision for the Future
A conversation on legacy, innovation, and the future
At the 2024 Optician Awards, Optimum RX Lens Specialists received one of the most respected recognitions in the industry. The Lens Award acknowledged the performance and design of their new optiFORM lens range, developed with IOT Digital Ray Path 2 technology. The lens was built for complex prescriptions that many labs are unable or unwilling to handle. For Optimum, this award is not just about a product. It is the outcome of a long-term focus on technical excellence and real-world problem solving.
Optimum RX has spent more than a decade building a reputation as the most capable independent lab in the United Kingdom. They started as a contract coating business. Over time, they invested in freeform technology and expanded their services to offer advanced digital lens designs. Today, they are known for managing the kinds of prescriptions that require precision, experience and strong partnerships.
One of the most important of those partnerships is with IOT. As a global provider of lens design technology, software and scientific support, Optimum RX has used our Freeform Designer software and Digital Ray-Path technologies for over ten years. This has helped Optimum develop products that are accurate, comfortable, and fast to produce. During this time, Optimum has grown into a market leader in advanced lens design.
Mark Marland on Four Decades of Innovation and Purpose
As one of the founders and longtime Sales Director of Optimum RX, Mark Marland has played a central role in shaping the company into what it is today. Now preparing for retirement, he shared reflections on how it all began and where things are heading next.
You’ve dedicated 40 years to the optical industry. What have been some of the defining moments of your career?
"My 40 years have been amazing, and I can honestly say I have enjoyed all the highs and got through the lows always with a smile on my face. Leaving the corporate world and focusing on the independent lab network helped us elevate Optimum RX to where it is today—an internationally recognized, employee-owned leader in complex lenses."
What inspired you to help establish Optimum RX, and how has the company evolved since?
"When I joined 11 years ago, we were a contract coating business. I saw so much more potential and, alongside Paul Bailey, invested in freeform machinery and new technologies. Our goal was to become the best and largest independent lab in the UK—capable of handling even the most complex prescriptions."
What have been the biggest changes in the optical industry over the years?
"The most impactful advancement has been the introduction of Freeform technology. It transformed how we manufacture lenses and played a major role in Optimum’s success."
Why has supporting independent labs always been a core part of the mission?
"We've always had strong ties with independent labs, and it was crucial to maintain and strengthen those relationships—offering specialty lenses, superior coatings and real partnership support. We’re proud to be the go-to partner across the whole optical value chain."
As you step into retirement, what legacy do you hope to leave?
"I hope Optimum continues leading through lens design and innovation, offering the best quality and customer service. Our mission was always to improve lives through vision, and I’m proud of what we’ve built. I’ll continue supporting the team in a consultancy role alongside Paul Bailey as Chairman. I know the company is in great hands and my legacy will continue for many more years to come."
Andrew Evans, Kate Child and Tony Calvo on What Comes Next
With Andrew Evans, Kate Child and Tony Calvo taking the reins, Optimum RX is building on that legacy with a focus on growth, sustainability and advanced design. The Lens Award win, they say, is both validation and motivation.
What does winning the Lens Award mean for the company?
"It was a significant milestone that reaffirms our commitment to innovation, quality and customer care. It’s a huge motivator for us to keep pushing boundaries as the UK’s largest independent lab."
Tell us about the optiFORM range.
"optiFORM was developed to meet the rising demand for personalized solutions, especially for complex prescriptions. With innovations like optiFORM DUAL – 3 and optiFORM ADVANCED – 3, using IOT Digital Ray-Path 2 technology, we deliver precise, comfortable and effective lenses."
How has the partnership with IOT shaped your products?
"IOT’s digital technologies allow us to move quickly and design smarter. We benefit from their data-driven lens designs and expert support, which help us stay agile, deliver top-tier products and enter new markets with confidence."
What challenges and opportunities do independent labs face today?
"Initial investment costs and changing consumer demands are challenges, but there’s real opportunity in personalized service, technical expertise and innovation. Labs that invest in technology and training will continue to thrive."
What are you most excited about looking ahead?
"We’re exploring AI-driven manufacturing to enhance accuracy and efficiency, as well as more sustainable production methods. International expansion and deepening partnerships are also on the horizon. Innovation and environmental responsibility go hand in hand for us."
A Shared Commitment to What Matters
Optimum RX and IOT have spent years working side by side to deliver meaningful improvements in optical technology. The Lens Award is the latest evidence of what can be achieved when labs take a long view, invest in the right tools and build partnerships based on mutual respect.
This is not a story about one lens. It is about a company that refuses to settle. A team that keeps asking what comes next. A partnership built on shared standards and real trust. As the optical world grows more complex, Optimum RX remains focused on the fundamentals — precise engineering, proven science and better outcomes for every patient who puts on a pair of their lenses.
From Mark’s early vision to the leadership of Andrew, Kate and Tony today, Optimum RX has grown through collaboration, care and technical excellence. Their award-winning lens design, powered by IOT technology, is the latest example of what happens when precision meets purpose.
If you are ready to raise the bar, we are ready to help. Let’s build something that lasts. Get in touch here.
