To support the growing demand at Wisconsin colleges and universities looking to implement esports programs – the Milwaukee Esports Alliance has created a consulting offering – based on experience and success and lead by one of WI’s premier collegiate leaders – Lewis Smith.
Below are a few of the steps we work through with our partner programs, as well as some background information on Lewis.
We will provide a high level overview of the booming college esports landscape, talking through recent trends and highlighting stories of success and failures.
We want to hear your goals and reasons behind wanting to create your own esports program so we can provide the different options available in order to attain them.
Incorporating your identified goals, we will build out what the structure of your program could look like in order to find success. This covers topics such as operation costs, hiring, size, and more.
With a program structure defined as a target, we will start to build out what the next steps will be to work towards bringing the vision to life.
Lewis Smith has been a professional in the esports industry since 2015, bringing nearly a decade of experience across competitive, collegiate, and corporate spaces.
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He has a strong track record of building and leading successful programs, including launching the esports program at Concordia University Wisconsin, where he grew it into the largest in the state and led the school to its first-ever National Championship in 2022.
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Today, Lewis supports the growth of collegiate esports throughout Wisconsin by leading the Collegiate Division of the Milwaukee Esports Alliance. His work includes serving as Commissioner of the Wisconsin Esports Conference and providing program support to institutions such as Milwaukee School of Engineering (MSOE) and Milwaukee Area Technical College (MATC).
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In addition to his work in collegiate esports, Lewis brings professional experience in data science, journalism, and product management. He also previously worked in traditional sports with the NFL, MLB, and NBA, and holds a degree in Sport Management from the University of Minnesota.
Lucas Kreuser has been passionate about gaming from an early age, but his journey into esports took off in 2020 while attending Concordia University Wisconsin (CUW). A student-athlete and hockey player, Lucas joined CUW’s esports program as a competitive Call of Duty player. Under the guidance of Coach and Director Lewis Smith, he quickly climbed the ranks and became captain of CUW’s nationally ranked Call of Duty team. He continues to compete in the semi-professional scene today, bringing firsthand knowledge and insight into the dynamic world of competitive gaming.
Before diving into esports, Lucas built a strong background in traditional sports. He was a standout hockey player at Lincoln High School, where he ranks second all-time in scoring. He went on to play three seasons with the New Ulm Steel in Minnesota, becoming the franchise’s all-time leading scorer, and later competed at the collegiate level with CUW, earning multiple top scorer honors.
Lucas also brings over 14 years of coaching experience, having worked with the Concordia University Falcons ACHA team and The Next Level Hockey Training Program. His coaching philosophy emphasizes both athletic and personal development.
Today, Lucas combines his dual expertise in athletics and esports to help grow collegiate esports programs. Working closely with Lewis Smith, he manages operations and serves as a primary point of contact for students across multiple institutions. His leadership, competitive experience, and passion for mentorship make him a valuable asset in shaping the next generation of esports talent.
Hear from leaders across a variety of collegiate programs, share their experience working with Lewis and the Milwaukee Esports Alliance team.
Director of Campus Life
Milwaukee School of Engineering
“Working with Lewis and Milwaukee Esports Alliance has been a game-changer for our esports program. They have played a crucial role in supporting our strategic planning and program development, helping us chart a clear path forward. Thanks to their involvement, our program has seen meaningful growth in skill development and a stronger sense of community, where athletes feel connected, supported, and part of something bigger. Lewis’s dedication and expertise have elevated our esports program!”
Assistant Athletic Director
Milwaukee Area Technical College
“Partnering with the Milwaukee Esports Alliance has accelerated the growth of our esports program by years. Their deep expertise and hands-on support have allowed us to skip the trial-and-error phase and instead build a solid foundation rooted in best practices. From competition structure to community building, their guidance has helped us create an environment where student-athletes can thrive. It’s made a real difference having someone in our corner who truly understands the space.”
Director of Esports
UW-Stout
“The Milwaukee Esports Alliance has been an incredible resource for our program at UW-Stout. They’ve helped us identify and bring in high-level coaching talent for titles like Rocket League and Valorant—something that can be really tough to do at the university level. Beyond that, their support has been a catalyst for our overall program growth. Whether it’s league guidance, staffing, or strategic input, they’ve consistently provided the kind of insight and connections that elevate what we’re able to offer our students.”
To learn more about the specific collegiate esports consulting services offered by the Milwaukee Esports Alliance team, please visit our rates page, click here.
If you would like to have a no cost initial consultation session, please send an email to lewis@mkeesports.com and we’ll get back to you as quickly as possible.
