Initially, Ear-Band-It was marketed to children with ear tubes, enabling them to swim. This has since been expanded to include water enthusiasts of all ages who are prone to swimmer's ear, have ear drum perforations or simply do not like to get water in their ears.

Recent studies have shown that swimmer's ear (otitis externa) affects 1 in every 250 people, while more than 700,000 people have tubes placed in their ears annually in the US alone. Prior to the Ear Band-It, the only option for these affected individuals was the bathing cap. These "caps" are not only unsightly and uncomfortable, they are often times ineffective in protecting the ears. Ear Band-It's design system was made to help resolve these challenges and is now enjoyed by millions around the world.

Ear Band-It swimming headbands are sold globally through doctor's offices, audiologists, pharmacies, swim shops, catalogues and other retail outlets.