SheTech Interns Interview Amy Larson

Draper, Utah - May 8, 2025

Amy Larson: From Coal Country to Tech Trailblazer

Amy Larson, President of HelloEyes and 2024 Women Tech Award finalist, is redefining what’s possible in Utah’s tech scene. Based in Draper, HelloEyes is the first and only 100% virtual vision care center, launched in November 2023 by SeekWell, the parent company of 1-800 Contacts, Luna, and Hello Eye. With HelloEyes, Larson and her team are leveraging innovation to fulfill SeekWell’s mission: making vision care simple, affordable, and accessible.

In addition to building the HelloEyes platform, Larson focuses on cultivating a healthy and inspiring workplace where employees feel empowered to pursue their individual aspirations. But she didn’t always picture herself in a tech career.

Larson grew up in the small coal mining town of Huntington, in Emery County, Utah. As the daughter of a coal miner, she developed a strong work ethic and drive early on. Her decision to study history in college was inspired by a high school coach and history teacher, Darrell Gardner, who left a lasting impression on her. She said, “I hoped to have an influence on others like my coach had on me.”

While studying at Utah State University, Larson learned that a history degree was often a stepping stone to law school. She briefly considered becoming an attorney, but soon discovered most law schools preferred applicants to have a couple years of work experience. So, after graduation, she entered the workforce.

Her first opportunity came at Icon Fitness in Logan, Utah, where she interned with the growing online side of the business. Icon rebranded as iFit in June 2021. As the internet gained traction, she was hired full-time to “figure out the internet” for the company. “I just absolutely fell in love with it,” Larson said. “Solving problems using technology is really fun.”

That’s when her interest in e-commerce took off. “I love e-commerce because it’s very easy to see through the data whether I solved a problem or not,” she said. “And if I didn’t, I know I need to go back and try another solution.”

After years of working in e-commerce, Larson took on the role of Chief Technology Officer at 1-800 Contacts (a SeekWell company) from 2019 to 2021. During her interview, she was asked where she wanted to be in five years. Her answer: “I want to found a company that really, really takes care of its employees.”

That goal stuck with her. “We asked Larson, ‘Why do you have to found a company to do that? Why can't you just be at a company that does that?’ And I said, ‘Because I don’t think that exists.’ And surprise, surprise—it does.”

At HelloEyes, Larson leads with that same people-first mindset. “When people ask me to describe our culture, I say we are a culture of people taking care of people,” she explained. “That creates a virtuous cycle. People love being here, and they work really hard to make sure the business is successful.”

Larson is intentional about setting her priorities—both personally and professionally. She uses a metaphorical “ladder” to visualize her goals. “You should think about the next rung you want to be on, but also the top rung,” she said. “For me, the top rung isn’t being CEO. There are things CEOs do that I’m not great at or don’t enjoy. And while I believe you can improve at anything, you have to want to.”

To stay focused, Larson creates a document each year outlining her expectations, values, and standards. She calls it her Expectations, Philosophy, and Role document—a personal guide that keeps her aligned with what matters most.

Larson’s impact in both tech and vision care is clear. But when asked what advice she’d give to others hoping to leave their own mark, she surprised us.

“Don’t focus on leaving a mark,” she said. “Just focus on solving problems. I think that if you find a problem and you figure out how to solve it, it leaves a mark. But don’t try to leave the mark for the sake of leaving the mark.”

For Utah’s next generation of female tech leaders, that may be the most empowering lesson of all.

SheTech Media Interns, Lynny Gibson and Kate Topham, actively participate in SheTech programs, including the SheTech-TechBuzz Media Internship for which they interview and write about Women Tech Awardees. Their work is published on TechBuzz News, Silicon Slopes, and other media channels.

Lynny attends Taylorsville High School in the Granite School District serves as a SheTech Student Board member, a Keys to Success Ambassador, and has been recognized as a participant in Distinguished Young Women of Utah. Passionate about lacrosse, Lynny plays on Taylorsville’s emerging team and brings that same energy to her academic and leadership pursuits. Through the SheTech TechBuzz internship, she enjoys connecting with inspiring industry professionals across Utah. Lynny plans to pursue a career in Business Management and Administration.

Kate is a senior at Lone Peak High School, where she has run a SheTech chapter for the past three years, helps teach Science to the academic decathlon team, founded the Chinese Language Honor Society, and is this year’s Sterling Scholar in the Science. She has attended several Women Tech Council and STEM centered events, as well as Utah Student Board meetings.