ST. LOUIS—Performance Eyecare, an independent optometry practice operating in the St. Louis metro area, said it has been able to successfully manage a significant expansion through “the uncertain times” of the Covid-19 pandemic and as a result has become “the largest independently owned eyecare provider in the St. Louis area,” according to a recent announcement. Since March 2020, Performance Eyecare has expanded from four locations to nine offices across the metro area here, as well as locations in Columbia, Mo.

The staff and medical team has expanded to over 50 members, and has grown from four to 12 doctors on staff. Gross revenue has increased from $3.6 million to a projected $9 million this year, the announcement noted.
 
Performance Eyecare founder Dr. Dirk Massie is “a St. Louis local who has always seen potential in the Midwest market," the announcement noted.
 




Performance Eyecare has expanded to nine locations over the past two years, including this new office in West County/St. Louis.
Dr. Massie is the sole owner of all locations, a Performance Eyecare spokesman told VMAIL. The practice does not have plans for any additional expansion this year, she added.
 
“Our community is dominated by big corporate health care conglomerates who care more about the quantity of people coming through the door than the quality of service they receive,” Dr. Massie said in the announcement. “When it comes to something as important as someone’s ability to see, people deserve to work with a doctor who cares as much as they do.”
 
Among the locations added during 2020 and 2021, according to the spokeswoman:
 
  • Warrenton, Mo. – Acquisition of existing practice.

  • South County – A new remodeled location that had previously been a Clarkson Eyecare office.

  • St. Charles County / St. Peters, Mo. – A merger of existing office into Performance Eyecare.

  • West County / Ellisville, Mo. – An acquisition.

  • Columbia, M. – An acquisition.
Dr. Massie attributed the business’ success over the last few years to the efforts of the staff, which has “thrived under the challenging environment of the pandemic, as well as adapting to the quick growth of the company,” the announcement noted.
 
“The biggest thing we look for in our hiring process is a positive attitude,” Dr. Massie said. “We can teach the skills people need to get the job done. But it’s the people who enjoy a fast-paced environment and feeling empowered to make business decisions who really thrive.”
 
He added, “Our offices are designed to put people totally at ease. From a comfortable, no-puff exam, to kind and knowledgeable doctors, to a welcoming, friendly face greeting you when you walk in the door, we help people actually enjoy their eye doctor experience.”