Hubble Contacts Names Jeff Berger CEO as Brand Eyes Broader Vision-Care Ambitions

Hubble, the direct-to-consumer contact lens subscription brand, has named Jeff Berger as its chief executive officer. Berger, who founded Career.io and Talent Inc., brings more than two decades of experience scaling technology and consumer businesses to the role.

The appointment follows the nationwide rollout of Hubble's Classic 2.0 daily disposable lens and signals an intention to move the company beyond its founding subscription model. Berger is expected to focus on product innovation, portfolio expansion, and building stronger relationships with eye care professionals, three priorities that would each be central to any push into the broader vision-care market.

Hubble's current lineup spans daily and monthly contact lenses, including its SkyHy by Hubble silicone hydrogel line and lenses for astigmatism, alongside a selection of third-party brands including Acuvue, Biotrue, and Bausch + Lomb. The company also sells eyeglasses starting at $49.99 and sunglasses through its direct channel, per the company's site, positioning itself as a multi-category vision platform rather than a single-product subscription service.

Why it matters

The contact lens category has long been controlled by a small number of large incumbents, and DTC challengers have largely competed on price and convenience within a subscription wrapper. A leadership hire with a technology and consumer-scaling background, paired with an explicit goal of deepening ties with eye care professionals, suggests Hubble is attempting a more complex distribution strategy. Winning over the eye care professional channel, which controls a significant share of contact lens recommendations and fittings, would represent a meaningful strategic shift for a brand built on bypassing traditional retail. The expansion into eyeglasses and third-party lens brands already visible on the company's site further points toward a platform ambition rather than a category-specialist play.

What to watch

The most consequential open question is how Berger navigates the tension between Hubble's value-positioned DTC roots and the professional relationships that typically require higher price points, dedicated sales infrastructure, and clinical credibility. Whether the Classic 2.0 nationwide rollout translates into measurable subscriber growth, and how quickly additional product lines reach meaningful scale, will determine whether the strategic pivot gains commercial traction.

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Sources

• Order Prescription Contacts Online: Start Your Affordable Daily Contact Lens Subscription | Hubble