BOULDER, Colo.—Treehouse Eyes the country’s first eyecare company focused exclusively on treating myopia in children, has appointed Don Fox to its board of managers in preparation for expansion.

Fox is CEO of Firehouse of America, LLC, where he leads the strategic growth of Firehouse Subs, one of the country’s leading fast casual restaurant brands. He also serves as its chief spokesperson, sits on various boards in the restaurant community, and is a respected speaker, commentator and published author. Under Fox’s leadership, Firehouse Subs has grown via franchises from 65 restaurants to more than 1,050 restaurants in 44 states, Puerto Rico, Canada and Mexico.

“We are thrilled to have attracted a highly-respected executive with extensive multi-unit retail experience to the Treehouse Health Board,” said Matt Oerding, CEO and co-founder of Treehouse Health. “Don’s wealth of experience will be incredibly valuable to our team as we start to expand our model into other markets.”

“I’m excited to be a part of something really important, giving children better vision for life,” said Fox. “The work done at Treehouse Eyes can change the way myopia is treated, and provide a critically needed service for parents worried about their children’s vision and eye health.”

Gary Gerber, OD, co-founder and chief myopia reduction officer of Treehouse Health, added, “This is an exciting time as we take our Treehouse Eyes model into other markets. Over 10 million U.S. children are myopic today, and this number is growing rapidly as children spend less time outdoors and more time reading and on devices. We’ve already got world class scientific and clinical advisors, and Don’s addition to our board is a perfect complement to that team. We want to expand rapidly to address this large and underserved market, and adding Don to our board helps us to strategically consider the best way to expand our model.”

Treehouse Health was formed to provide an innovative eyecare service model to address the growing issue of childhood myopia. The first Treehouse Eyes centers opened in metro Washington D.C. last year, as VMail reported. Reaction has been extremely positive, the company said, as Treehouse has educated parents about the opportunity to treat their children’s myopia vs. just getting stronger glasses every year.