LASIK MD is proud to announce in collaboration with MVP Sports Marketing a partnership with Pierre Lavoie, endurance athlete and co-founder of the Grand défi Pierre Lavoie, as a brand ambassador. This collaboration stems from the athlete’s personal journey to find a long-term vision correction solution suited to his active lifestyle and reflects a shared commitment to helping people maintain their independence and ability to perform at their best over time.
Refractive Lens Exchange (RLE), the procedure Pierre Lavoie underwent, offers a modern approach to correcting age-related vision changes. After seeing the freedom this procedure had given his spouse, Pierre Lavoie researched the latest technological advances available and decided to undergo RLE himself at LASIK MD, which has performed more than 100,000 RLE procedures. The procedure involves removing the eye’s natural lens and replacing it with a premium intraocular lens. RLE corrects presbyopia and other vision disorders, allowing patients to see clearly at all distances.
This partnership begins with a campaign in Quebec aimed at raising awareness of vision correction options available to adults aged 50 and older. “Many people are familiar with LASIK, but few know that RLE is an option that can reduce dependence on reading glasses and eliminate the risk of developing cataracts,” explains Jessica Lukian Papineau, Vice President of Marketing at LASIK MD. “We see many people who are still working, playing pickleball, cycling, traveling, and enjoying time with friends, demonstrating that the fifties are a new golden age. Canadians are looking for solutions that help them maintain their independence.”
As a well-known Quebec personality with an active and diverse lifestyle, Pierre Lavoie is the ideal ambassador for the campaign. “Over the years, wearing glasses became a limitation, both at work and during my physical activities,” says Pierre Lavoie, who began noticing changes in his vision in his early forties. “I have two jobs, lead an active life, and promote healthy living, but I no longer had full control over my vision. In recent years, my efficiency declined, and I needed to stay at my best. My RLE procedure was quick and straightforward. The surgery took about 20 minutes, and I was able to return to my active lifestyle very quickly. Without a doubt, it is one of the best decisions I have ever made for myself.”
Launching today online and across social media, the campaign—supported by targeted media partnerships—highlights Pierre Lavoie’s RLE experience. This long-term collaboration follows his journey and underscores the shared commitment of both the athlete and LASIK MD to visual freedom, coinciding with the vision correction provider’s 25th anniversary.
About LASIK MD
LASIK MD is a leading provider of laser vision correction in North America, co-founded in 2001 by Drs. Mark Cohen and Avi Wallerstein. Celebrating its 25th anniversary this year, the company now operates more than 30 clinics across Canada (including 13 in Quebec) and the United States. Having performed more than two million procedures, LASIK MD remains committed to offering advanced and affordable vision correction solutions, including LASIK, intraocular lens implantation (IOL), and refractive lens exchange (RLE), helping patients achieve exceptional outcomes and an improved quality of life.
