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San Diego, CA, November, 2012 – FlemingMartin, LLC, today announced that it placed Mr. Daniel Bruton as president of SportRx, a division of iCoat. Mr. Bruton will be based at the headquarters of SportRx in San Diego, CA and will be responsible for continuing the growth of SportRx as a leading manufacturer of prescription sport glasses.

Mr. Bruton is an accomplished leader with a proven track record of successful companies that can credit him with much of their online growth. Mr. Bruton served as the Vice President of Marketing and GM for The Upper Deck Company, building their eCommerce business to become the top online presence in the industry. Additionally, Mr. Bruton has helped other well-known companies such as Spy, Oakley, and Fathead. Mr. Bruton is a graduate of St. Mary’s University and holds an MBA from the Loyola Graduate School of Business.

SportRx (a division of iCoat) ( was established as an e-commerce business in 1996 bringing smaller prescription goggles to the motorcycle market and providing an alternative to the large Classic Motorcycle Goggles. Bringing distortion free wrapped eyewear to the market was revolutionary to the industry, and the response was phenomenal. Since then, SportRx Prescription Eyewear has grown steadily over the past 16 years expanding into a complete sport eyewear company. In 2006, SportRx opened its own laboratory, providing the best custom-made prescription wrap glasses in the business. In 2011, iCoat acquired SportRx, combining iCoat’s best-in-class lens manufacturing and coating abilities with the SportRx eCommerce platform.

FlemingMartin, LLC, ( is a leading retained executive search firm with offices in Northern and Southern California. The Firm partners with Boards and CEOs of companies nationwide to build successful execution-focused management teams. FlemingMartin focuses in the Technology, Manufacturing, Consumer Products & Services, and Energy industries. The Firm’s principals are trusted advisors and business partners who enable companies to gain powerful, far-reaching, and lasting contributions from their executive-level human capital.