Reinventing UPRT Following the Warby Eyewear Social Media Model

What can we possibly learn about advanced pilot training from an eyewear startup?

Actually—a lot more than you’d expect.

Back in 2010, Warby Parker decided the traditional way of buying glasses—showrooms, high prices, in-person fittings—wasn’t cutting it. They launched a new model: same quality eyewear, lower cost, shipped directly to your home. But what really set them apart was how they used social media to build trust and reshape how people thought about buying glasses online (Mahoney & Tang, 2017).

Here’s Where It Connects to UPRT

Getting pilots ready for practical Upset Prevention and Recovery Training (UPRT) takes more than just showing up. At APS, as Warby found through providing online insights, we’ve seen firsthand that pilots who complete online self-paced prep before in-aircraft training not only get more out of the program—they retain the lessons longer.

The challenge? Convincing people that online UPRT education is worth their time. That hesitation concerning something seemingly new and unusual looks a lot like what Warby Parker faced early on.

Same Friction, Different Industry

When Warby first launched, most people didn’t trust the idea of ordering glasses online. They figured the quality would be low, the fit would be wrong, and the process wouldn’t work.

Pilots sometimes feel the same way about UPRT. Some assume it won’t be relevant to their aircraft type. Others think it’ll be too aggressive or not worth the effort.

We saw that during COVID and used that time to rethink our approach. The result? The APS Online UPRT Academy. Five years later, it’s used by thousands of pilots—at APS and through partner programs worldwide (APS, 2000).

Try-On at Home? Try-Out in the Air.

Warby’s Home Try-On program was simple: pick five frames, try them at home, return what you don’t like (Home, n.d.). No pressure. No risk.

In UPRT, that idea translates to evaluation flights and demo days. Flight departments can send one safety lead for a half-day visit—tour the facility, sit in on a sim session, maybe fly. No obligation.

We’ve also seen the power of pilot stories. When graduates post about their training—especially video clips or photos—the message hits harder than any ad. It’s personal. It’s real.

“Warby Parker encourages user-generated content (UGC) as much as possible because it knows that people who post on social are 50% more likely to make a purchase.” – Extole (Duskin, 2022)

Our data is eerily similar—pilots who share their experience are more than twice as likely to return for future training.

Social Media as Conversation, Not Campaign

Warby didn’t rely on polished ads. They engaged. They responded. They let customers do the talking.

UPRT providers can do the same. Social media isn’t just for promotion—it’s a platform for pilots to connect, ask questions, share wins, and yes—talk about fears. That kind of transparent, two-way dialogue builds trust. And trust drives safety.

Final Thought

This isn’t about eyewear—it’s about removing barriers. Warby Parker showed how social strategy and customer-first design can change an entire industry (Mahoney & Tang, 2017). In UPRT, we’re doing the same.

And the stakes are a whole lot higher.

Author: Capt. Paul BJ Ransbury is the CEO and founder of Aviation Performance Solutions and Executive Director of EPIC Professional Pilot Solutions. As a former military fighter pilot and airlines pilot, with thousands of hours training pilots in UPRT to overcome LOC-I, he is committed to helping pilots bring everyone home safely on every flight.

References

APS (Aviation Performance Solutions LLC). (2000, June 15). APS Online Upset Training Academy. https://academy.apstraining.com/ 

Duskin, C. (2022, July 27). How warby Parker’s marketing strategy fueled its $6.8 billion valuation. Extole. https://www.extole.com/blog/how-warby-parkers-marketing-strategy-fueled-its-6-8-billion-valuation/ 

Home try-on. Warby Parker. (n.d.). https://www.warbyparker.com/home-try-on 

Mahoney, L. M., & Tang, T. (2017). Strategic social media: From marketing to social change (1st ed., pp. 18–20). Wiley-Blackwell.