Garrison Cummings · Business Intelligence Manager · Green Bay Packers // ReMotive (Bedrock) @LAPIPA

Today’s episode takes us to the heart of America’s most storied football franchise — the Green Bay Packers, a team not just defined by its on-field legacy, but by its unique ownership model and data-driven innovation. Founded in 1919, the Packers are the third-oldest franchise in the NFL and stand alone as the only publicly owned, non-profit major league team in the United States — a testament to deep community ties and long-term vision. But heritage alone doesn’t drive future growth. Behind the scenes, the Packers have been quietly building one of the most progressive Business Intelligence functions in professional sports, and at the center of that transformation is Garrison Cummings. Garrison is not your traditional BI leader. With more than 14 years of experience spanning e-commerce, catalog marketing, and sports business, he brings a hybrid vision to data — one that fuses web and mobile analytics, SEO/SEM, and digital merchandising with a crystal-clear focus on fan experience and revenue strategy. In this episode, Garrison walks us through the evolution of data analytics at the Packers — from early BI frameworks to the emergence of integrated data science models across marketing, operations, and fan engagement. We discuss:How the Packers are rethinking the customer journey through dataBuilding cross-functional analytics that align with both performance and community valuesReal-world projects that demonstrate the shift from reporting to forecasting and optimizationThe long-term analytical mission and vision set by the Packers’ front officeGarrison shares candid insights into the transformation process, leadership challenges, and what it really takes to embed a data-driven culture inside a historic organization — one where legacy and innovation must coexist. Whether you’re a data leader in sports, e-commerce, or brand marketing, this episode will leave you inspired and informed.