For any independent practice owners undecided about attending ODMAFair25 in Sydney this month, read on to discover all the things you might miss out on to improve your business.
The very best independent practices have cracked an important code: These days it’s almost impossible to have contemporary clinical excellence without a commercially sound enterprise, one that can invest in new technology.
Instead of retail and clinical treated as mutually exclusive spheres, successful optical businesses view them as part of a virtuous circle – the back- and front-of-house feeding one another for the benefit of the business.
For independents, there’s few opportunities to consider ways to elevate their game in three critical areas of practice – retail, equipment, and business/clinical knowledge – in a single sitting, except if they attend ODMAFair25 that is.
The Australian optical industry’s flagship event is returning bigger than ever 27-29 June 2025, this time at Sydney’s International Convention & Exhibition Centre (ICC Sydney).
There, attendees can scratch their itch for the latest frames, lenses and other technology on the trade floor, plus they can learn from a high-calibre education program regardless of their role within the practice.
Pre-booking registrations are looking strong; at the time of writing there were just as many interstate visitors as those visiting from New South Wales, confirming the truly national nature of the event.
For those sitting on the fence a few weeks out from the show, Ms Amanda Trotman, CEO of Optical Distributors and Manufacturers Association (ODMA) and the event’s organiser, has a simple message.
“These events come around rarely and you cannot possibly know what you will see or who you will meet that will help take your business forward,” she says.
“We appreciate your time is valuable, however so is working on your business. Make a shortlist of who to see at the trade fair, arrange to meet up with some peers at a networking event and review the program and pick a few key topics that you need to focus on for your business.”
She says ODMA and ODMAFair25 exhibitors are all about helping independents differentiate and grow to compete in an ultra- competitive landscape.
“So we are all on the same page and will benefit from supporting each other. I am sure you will experience the ‘fear of missing out’ (FOMO) if you don’t plan to attend,” Trotman adds.
ODMAFair25 will be marked with many firsts.
It will be the first time that ODMA will run one of its events with Optometry NSW/ACT’s Super Sunday clinical conference offering CPD for optometrists, as well as the Australasian College of Behavioural Optometrists (ACBO) annual meeting, at the same time and location.
Plus, the event will feature the inaugural Women in Optics Breakfast – something that ODMA hopes will become a regular fixture.
And that doesn’t even account for many first glimpses of new product to the Australian market on the trade floor.
After the event, Trotman hopes attendees will come away enriched and emboldened.
“My hope is that practice owners are exposed to products and services they might not otherwise get to see before they choose what to stock,” she says.
“I hope they have a plan for equipment purchase, new ideas and a renewed enthusiasm, that they can see new ways to grow or secure revenue and profit, that they have made connections, and compiled an action list – anyone or a combination of these would be my aim.”
‘It truly is the whole industry under one roof’
Trotman says a buzz and a desire to connect and do business are hallmarks of ODMA’s live events.
The ODMAFair brand is well-known in the industry and has been respected for years, hence it’s return to its spiritual home in Sydney after last running in 2017 (ODMA has run and co-run OSHOW and O=MEGA in the intervening years).
“We have had a number of exhibitors and attendees mention they want to see the event at ICC, so we are keen to deliver that and see how the venue delivers for us,” Trotman says.
One thing attendees will immediately notice is that ODMAFair will look much different to ODMA’s previous Sydney event, OSHOW, that was more boutique in nature and worked well at the Hordern Pavilion. That event’s now heading to Melbourne in 2026.
With extra space at ICC for ODMAFair25, it has created opportunities to broaden the program and offer more flexibility for exhibitors.
“It will be a bright, purpose-built exhibition space and ICC allows us a larger floorplan, so this has allowed exhibitors the option for custom-made booths where they wish to partake in this,” Trotman says.
“We are well over 80% sold and still working with a number of interested parties and our website shows the huge number of exhibitors already committed to be there, representing all the segments of our industry.
“There will be equipment demos as normal and all the latest in eyewear and sunglasses. We have some new eyewear exhibitors and lots of mainstream as well as boutique offerings.”
The trade floor will also feature a Business Pavilion with suppliers that can help practices with services such as shop fit-outs, legal and marketing, while the Industry Pavilion will have optical-related organisations.
“It truly is the whole industry under one roof,” Trotman says.
“ICC is a very high-quality and centrally located venue with lots of transport options and thus we see no barriers to visit. Being able to offer sessions and breakfasts and breakout meeting rooms is a nice addition. Of course, ICC is surrounded by great places to eat too so people can make a nice day of it.”
For attendees, there’s plenty to be excited about, Trotman says, the Women in Optics Breakfast being one.
“To be able to allow people to make wider connections is a key driver for me personally and for ODMA, as all we want is a strong, forward-facing industry that has a good amount of independent practices within it,” Trotman says.
“Us continuing to reach out to new and early career optometrists is also exciting as these are practice owners of the future. I am also very excited to have Adam Spencer kicking off the event with a new Opening Breakfast session – he has amazing insights and energy.”
A comprehensive educational program is also taking shape, offering plenty of practical tips and focusing on the vital front-of-house aspect of optical business. This is where ODMA feels it can help independents strengthen revenue for the overall growth of their practices.
“There’s a deliberate focus on business and practice management, and dispensing – something for every practice no matter their stage in business, location or size,” Trotman says.
“If I had to pick out some highlights from the program, I would say Friday has great technology and trends information, as well as consumer research and tips on being a practice owner as well as team dynamics. Saturday has a great session on how independent practice can stay competitive and Sunday has sessions on career journeys via a panel, as well as sales and marketing.”
With more than 600 visitors pre-booked, Trotman is happy with this strong, early registration rate, with many choosing to book closer to the day. To date, 20 people are coming from New Zealand, another strong showing.
“However, we will say that rooms have a limited capacity for sessions so it’s always best to pre-register for them and, of course, pre-registration for the trade fair means you get all the information you need sent in advance, plus have a quicker check-in at the event,” she says.
There are already examples of people planning a road trip from regional or interstate locations, bringing their whole team for a team-building experience and the chance to get all practice members involved in the growth of the business.
“My message is we would love you to book early and it helps you plan ahead, however all last-minute registrants are welcome as are locals who make a last-minute decision to attend and who need to register onsite.
“We can’t wait to unveil ODMAFair to the industry once again, and deliver an event the entire independent market can benefit from and be proud of.”
DON’T MISS:
Fri 27 June
8:30am – 10:30am – Opening Breakfast – How the technical revolution is changing business forever – Adam Spencer (business stream)
11am – 11:45am – Digital transformation & integration – he patient journey and the utilisation of technology in dispensing – Adam Spencer (business stream)
2:30pm – 3:30pm – How to become a practice owner – Mark Corduff, ProVision, and Philip Rose, Eyecare Plus (business stream)
3:30pm – 4:30pm – Risky business – guarding your optometry career – Luke Arundel, Optometry Australia (practice management stream)
Sat 28 June
7:30am – 9am – ODMA & ProVision Women in Optics Breakfast – sustaining wellbeing –Carli Phillips, Corporate Wellbeing Hub (business stream)
9:30am – 10:30am – Engaging your team: From probation to peak performance – Leanne Jackson, ProVision (business stream)
10am – 1:00pm – ODA frames repairs workshop – Chris Savage, Chedy Kalach & Paul Clarke (also running Fri 27 June 2-5pm – dispensing stream)
11am – 12pm – How to compete with the corporates and remain independent – panel discussion, chaired by Emma Gillies, Purple Key Consulting (practice management stream)
Sun 29 June
9:30am – 10:30am – Improve Medicare & private health insurance billing efficiencies in your practice – Simon Hanna, iCare Consulting (business stream)
10am – 11am – Industry panel workshop on practice pain points solutions, chaired by Paul Vessey
11am – 11:30am – Research-driven myopia management: Translating evidence into practice – Ulli Hentschel, HOYA (dispensing stream)
1:00pm – 2:15pm – Inspirational career journeys – panel discussion, chaired by Myles Hume, Insight magazine editor (business stream)
More reading
Taking stock and team building at ODMAFair
ODMA 2025 program striking at heart of challenges in independent optics
Quality spots still available at ODMAFair25 trade event
