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Press Release: Nikon's No.1 Lenswear Seller is a little-known Oxford Opticians

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For Immediate Release - Thursday 28th, 2019

 Groundbreaking Team Strength Strategy Aids Robert Stanley to Become Number one Seller for Nikon SeeMax Lenswear


When company directors, John Edwards and Jerry Salmon, of Oxford-based opticians, Robert Stanely, met CEO of Team Dynamics Global, Paul Avins, it was a serendipitous event that led to the forming of a solid business relationship.

Says Edwards, ‘About two years ago, Paul walked into one of our branches to look at our frames and lenses. We got chatting, and it turned out that Paul heads up a business building high performing teams. At that time, our workforce needed a bit of shaping up, and so we asked him for help, and joined his F12 Mastermind group, which helps companies with fast growth.'

The first thing Avins did was introduce the directors to his unique profiling tool—a proven system that delivers insights into people's unique, individual talents. When six of the Robert Stanley management members completed the profile, areas in which changes could be made that would dramatically improve the business and customer service were quickly identified.

‘Paul talked a lot about getting people "into flow" and explained how, when people are aligned with their innate abilities, they become happier in life and perform better at work,' says Edwards.

He adds, ‘We were all stunned at how accurate the profile and debriefing process was for each person. And it revealed that we had people in the company doing tasks that weren't right for them.

‘With Paul's guidance, we adjusted the team structure so that, for example, those who came out with high "Steel" energy in their profiles were given more administrative tasks, whereas those with high "Blaze" energy were handed more customer-focused responsibilities. The changes we made quickly translated into  positive and profitable outcomes for the team.'

Since then, Robert Stanley has gone from strength to strength, becoming the number one sellers of Nikon SeeMax lenses.

Says Paul Avins, ‘When I learned of the awards for Robert Stanley, I knew that they were number one at selling these amazing SeeMax lenses and frames in Oxfordshire. But when I heard they were number across the UK, I felt elated as it proved all the team transformation work we had done delivered genuine results It's really fulfilling to be able to help family-owned businesses like Robert Stanley to grow, develop and flow in this way.'



Robert Stanley at Nikon Awards: Left to right - Company directors John Edwards & Jerry Salmon, Operations Manager, Emma Long, and Systems Manager, Jack Oliver

Left to right - CEO of Team Dynamics, Paul Avins, Robert Stanley Ops Manager, Emma Long and company directors, Jerry Salmon, John Edwards Team


About Team Dynamics

  • Team Dynamics Global was founded by Paul Avins in 2017
  • Team Dynamics Australia was launched in February 2019 by Yvette Martin, an industry-leading strengths coach and facilitator
  • Paul Avins is an award-winning business coach with over 15 years' experience having trained over 3,500 Entrepreneurs to scale their companies
  • In 2014 Paul Avins suffered a near-fatal heart attack. It took four-and-a-half minutes to resuscitate him. The experience led him to find his own Flow and then help entrepreneurs, like John Edwards and Jerry Salmon recruit, lead and build high performing teams to free themselves up from life-threatening workloads

 About Robert Stanley

  • The most trusted vision and audiology experts in Oxfordshire
  • Over 2 million eyes tested since 1953
  • Leading bespoke and tailored frame and lens experts
  • Independent for over 60 years

Related websites

Team Dynamics

Robert Stanley

Nikon Lenswear


Matthew Pigott, PR and Brand Champion



Lesley Dearing: Operations Manager

Becky Tegg: Head of Awesome Events

Paul Avins: CEO, Head Coach and Trainer

Phone: 01869 278900