Collegiate Esports - Milwaukee Esports Alliance
The Milwaukee Esports Alliance: Growing the culture and connectivity of our regional Esport groups, gamers, businesses, community partners, while advancing metro Milwaukee’s standing as a national leader in the space, which is poised for future infrastructure and development.
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Collegiate Esports

Helping Lead Collegiate Esports Into the Future


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.

1) College Esports Overview:

We will provide a high level overview of the booming college esports landscape, talking through recent trends and highlighting stories of success and failures.

2) Discuss Goals of your Program:

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.

3) Build Out Program Structure:

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.

4) Identify Next Steps:

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.

About Lewis Smith

Lewis Smith has worked professionally in the esports industry since 2015.


Currently, he works for a marketing agency where he manages partnerships in the esports/gaming space, most notably working with professional esports organization Evil Geniuses.


Prior to his current position, he created the esports program at Concordia University Wisconsin in Mequon, WI. During his tenure that began in 2020, Lewis built the program from scratch, grew it to become the largest program in the state of Wisconsin, and led his school to the first National Championship in school history in 2022. He was the Director of the entire program, and also was the Coach for all of the 11 esports teams within the program that included 85 students.


Lewis has a very well-rounded experience within the esports industry, also having professional experience in: Data Science, Journalism, Product Management and more. Prior to working in esports, Lewis worked in professional sports, working for the NFL, MLB, and NBA. He graduated from the University of Minnesota in 2015 with a degree in Sport Management.

GameTime_Lewis Smith


Hear from leaders across a variety of collegiate programs, share their experience working with Lewis and the Milwaukee Esports Alliance team.

Jacob Van Rynn




“There is no one I would trust more to start a successful collegiate program than Lewis. His commitment to the student-athletes is second-to-none and his passion for building the program ‘the right way’ is unmatched in the space.”

Jack Slater

Esports Director

Concordia University (WI)


“Lewis did an amazing job running CUW Esports and helping me take over in his role as Director. He built a program and a culture that helped the students and me find success right away without a step missed.”

Caeden Perry

2x National Champion

Concordia University (WI)


“Lewis is the best esports coach around. He was always looking to improve our program and was always on top of everything. He made sure each team was on the right track and always pursued success!”

Andrew Wahl

Overwatch Coach

Concordia University (WI)


“Lewis has keen insight into what makes collegiate esports work. As a masterful coach and recruiter, he elevates any program he works with to the highest, most efficient level possible.”

Consulting Services

To learn more about the specific collegiate esports consulting services offered by the Milwaukee Esports Alliance team, please visit our rates page, click here.

Get in Touch

If you would like to have a no cost initial consultation session, please send an email to and we’ll get back to you as quickly as possible.