Lakeshore Opticians, an eye care office with deep community roots, has partnered with Grand Rapids Ophthalmology (GRO). It is the first independent eye care provider to join GRO and the Great Lakes Management Services Organization. The office will officially be known as Lakeshore Eye.

GRO doctors and management said the partnership is part of a growing trend for eye doctors and their practices to become part of a larger, comprehensive eye care services organization, rather than function as independent entities.

Michael Vander Baan, the former owner of Lakeshore Opticians, added “the decision to partner with GRO will continue the legacy of providing excellent care for our patients in East Grand Rapids. I am personally excited for the future of both the variety of offerings in the optical shop, and the growth of Dr. Schultz’s practice.”

William Schultz, OD, will continue to see patients at Lakeshore Eye. Dr. Schultz has been caring for patients in East Grand Rapids for the past 21 years and has developed a loyal patient base. Dave Lintula will remain as the Lakeshore Eye optician, and the optical boutique will offer a wide selection of frames and sunglasses, including a wide array of options for every budget and lifestyle.

“We welcome Lakeshore Eye to the GRO family,” said Bob Wolford, Executive Director. “This type of partnership is a growing trend in medicine today and we will continue to work with eye care professionals who wish to integrate their practices with our organization. Such arrangements provide additional resources and support for the doctors and their staffs, with the potential to expand their offering to include specialized medical and surgical treatments and retail products.

“We are communicating this change to the patients, assuring them of continuity in their eye care through the office and GRO,” added Wolford. “Joining GRO, a mainstay in West Michigan for 35 years, should provide patients with peace of mind that the excellent care they’ve received with Dr. Schultz will continue well into the future.”

Lakeshore Eye is located at 717 Bagley Ave. in East Grand Rapids in a building occupied by Lakeshore since 1966. Renovations to update the interior space are slated to begin later this summer. Appointments may be made by calling 616.949.2600.

About Grand Rapids Ophthalmology (GRO)
Founded in 1982, Grand Rapids Ophthalmology is the largest fully integrated eye care medical group in West Michigan. It offers a full suite of eye care services from routine eye exams, contacts and glasses, to the most advanced medical and surgical treatments such as LASIK, cataract, cornea, retina, glaucoma, oculoplastics, pediatric, and both cosmetic and reconstructive eyelid surgery. GRO employs the largest number of eye care specialists and professionals in the region: 11 ophthalmologists, 19 optometrists and 300 support staff in
11 locations throughout West Michigan. For more information, visit:

About Great Lakes Management Services Organization
Sterling Partners formed Great Lakes Management Services Organization (MSO) in February 2017 as a practice management services organization. Grand Rapids Ophthalmology joined the MSO to pursue growth opportunities, evolve clinical capabilities to better its serve patients, and to form strategic partnerships within industries related to eye care. If you are interested in learning more about a partnership with Great Lakes MSO, contact Dan Hosler at

About Sterling Partners
Sterling Partners is a private equity firm with a distinct point of view on how to build great companies. Founded in 1983, Sterling is guided by its stated purpose, INSPIRED GROWTH®, which describes Sterling’s approach to investing in differentiated businesses and growing them in inspired ways. Sterling focuses on investing growth capital in middle-market companies in the healthcare services and business services industries. Sterling provides valuable support to the management teams of the companies in which the firm invests through a deep and dedicated team of professionals, including a strong network of outside directors and advisors. The people at Sterling believe in ideas and ideals, in people and in partnerships that drive long-term success. For more information, visit: