M. Lauren Fisher-McBrayer

Sr. Director, Member Service & Retention @ Atlanta Falcons & Mercedes-Benz Stadium

“M. Lauren sets the strategic vision for Member Services & Retention, leading performance, culture, and long-term growth while elevating the overall member experience.

With degrees in Hotel & Restaurant Management and Real Estate, she blends hospitality, analytics, and strategic thinking to shape premium service and PSL renewal strategy. Her career spans leadership roles with the Atlanta Hawks, Atlanta Thrashers, Philips Arena, College Football Hall of Fame, Georgia Dome, and AMB Sports and Entertainment—including serving on the Mercedes-Benz Stadium opening team.

She is passionate about mentorship, encourages women to take up space, and believes visibility and confidence are key to progress in sports. Lauren values strong culture, continuous growth, and building teams that operate with excellence.

Thank you, Lauren, for sharing your journey and insights. Your leadership and transparency are truly inspiring.

– Zara

Please describe your role & responsibilities at that position?

Set the strategic vision and lead the performance, culture, and long‑term growth of the Member Services & Retention department.

What did you study in college and how did your educational background shape your career in the sports industry?

I earned two business degrees — one in Hotel & Restaurant Management and one in Real Estate — and both ended up shaping my career in ways I didn’t fully appreciate until later. Studying hospitality taught me that great experiences are built through consistency, care, and attention to people, which is a key part of how I lead and approach delivering an excellent member experience. My real estate degree, which focused on feasibility studies and property assessments, gave me a strong analytical mindset and an eye for detail. Those skills now help me think about PSL ownership, renewal behavior, and long‑term value in a more strategic way. Together, these programs gave me a blend of hospitality, strategy, and people‑focused leadership that aligns well with shaping meaningful member experiences in the sports and entertainment industry.

Can you share the key milestones in your career that led you to your current position in the sports industry?

• I started my career as the Catering Manager for a small sports and entertainment venue, where wearing many hats gave me a crash course in every part of the business and the lean team structure gave me added visibility to show my work ethic, drive, and adaptability. (Don’t discount the minor leagues and smaller venues – they are a gold mine!)

• I later owned and operated my own small business while juggling multiple side hustles to try to keep the business afloat— including the demanding Sesquicentennial Celebration Office at FSU — which taught me resilience, resourcefulness, and how far I could push myself when the stakes were high. (It was really far!)

• From there, I joined the Atlanta Hawks, Atlanta Thrashers, and Philips Arena, where I broadened my experience in premium service and operations and continued to grow as a leader in high expectation environments.

• I also had the opportunity to benchmark (secret shop) arenas, stadiums, and venues, which gave me valuable insight into how different organizations approach premium and member experience and service design.

• I helped open the College Football Hall of Fame, where I built service standards, led the guest service team, and strengthened my ability to create culture, structure, and leadership practices from the ground up.

• I then joined the Georgia Dome and later AMBSE, where I served on the Mercedes Benz Stadium opening team and further developed my leadership in complex, high pressure, large scale environments.

• Altogether, these experiences — entrepreneurial grit, premium and member service operations, culture building, and major venue openings — shaped the leader I am today and prepared me for my current focus on elevating both the member and associate experience.

What are some of the biggest challenges you’ve faced as a woman in the sports business, & how have you overcome them?

Earlier in my career, the challenges I faced as a woman in sports were shaped by a very different environment—this was pre-MeToo, when toxic workplaces were more common and problematic behavior was normalized or quietly tolerated. At times, I felt the need to shrink myself to avoid being targeted or labeled difficult. While those experiences were frustrating, they taught me resilience, situational awareness, and the importance of building confidence and credibility through my work—lessons that strengthened me as a leader and a person.

​Balancing a career is demanding. How do you manage a work-life balance? What strategies have worked well for you?

Balancing a career can definitely be demanding, and I’ve learned it’s less about finding a perfect balance and more about making conscious choices about how I spend my time and energy. I’m fortunate to work for a company that truly encourages work-life balance and actually practices it, which makes a huge difference. That support makes it easier to set boundaries, stay focused when I’m working, and unplug when I need to recharge.

On the personal side, my husband and I don’t have human children—just one very loved (and very spoiled) fur baby—and we both genuinely enjoy what we do. That shared love for our work makes balance feel more natural for us. We’re thoughtful about protecting personal time and staying connected. At the end of the day, balance for me is knowing when to lean in—and just as importantly, when to step away.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Mentorship is incredibly important for women in the sports industry, especially given the lack of visible examples of what long‑term success can look like. Mentors and role models provide perspective, confidence, and reassurance that the career path isn’t always linear—and that’s okay.

Throughout my career, I’ve been fortunate to learn from leaders who may not have formally been labeled as mentors but had a significant impact on me. The best ones were hard workers, creative problem‑solvers, and tenacious in finding a way forward. What stood out most was how calm, kind, and collected they were in high‑pressure environments. Those examples helped shape my leadership style and reinforced why mentorship—and paying it forward—matters so much.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

The sports industry has come a long way, and opportunities for women today are much better than when I first started my career. That progress matters. At the same time, I’ve learned that opportunity alone isn’t always enough—women still have to work hard, advocate for themselves, and make sure their contributions are seen and heard.

One of the most important shifts for women in this industry is resisting the urge to shrink. Visibility matters. That means raising your hand, sharing your perspective, and being confident in the value you bring to the table, even when it feels uncomfortable. It’s not about being the loudest voice in the room, but about being present, prepared, and willing to step into opportunities.
Organizations absolutely play a role in creating inclusive environments, but real momentum also comes when women support one another, seek mentors and sponsors, and give themselves permission to take up space. When women show up fully and consistently, it helps move the entire industry forward.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging ?

What I enjoy most about working in the sports industry is the energy—it’s truly unlike anything else. There’s nothing comparable to walking into a stadium with 80,000‑plus fans and feeling that collective excitement. I often tell our rookies that no matter how great another job may be, you simply can’t recreate that feeling walking into a bank or a traditional office environment. The emotion, passion, and shared experience of a live event are what make this industry so special, and it’s incredibly rewarding to play a role in delivering that experience.
The most challenging part of the job is also part of what makes it unique. The hours can be demanding, with nights, weekends, and holidays often built into the schedule. You also have to accept that you’re not fully in control of the most important element of the experience—the performance on the field or pitch. Managing expectations, staying focused on service excellence, and delivering a great experience regardless of the outcome requires resilience, flexibility, and perspective. While it can be challenging, it’s also what keeps the work dynamic, engaging, and never boring.

What advice do you have for young women aspiring to build a successful career in the sports industry?

My biggest advice for young women who want to build a career in the sports industry is to say yes, stretch yourself, and don’t be afraid to take up space. Network early and often—relationships matter in this industry, and many opportunities come from who knows your work and your work ethic. Take advantage of every opportunity, even if it feels slightly uncomfortable or outside your comfort zone. That’s usually where the growth happens.
Equally important is how you show up along the way. Work hard, be curious, and be kind. This industry is much smaller than it looks, and paths cross again more often than you expect—even with people who may have challenged or irritated you along the way. Your reputation follows you. Leading with professionalism, humility, and respect will open far more doors than talent alone. Sports and entertainment can be demanding, but for those willing to put themselves out there, learn, and build strong relationships, it can be an incredibly rewarding career.

What is your long-term personal goal that you still want to achieve both business wise and personal?

From a business perspective, my long‑term goal is to build and lead a team that truly runs like a well‑oiled machine—so strong, trusted, and successful that we’re continually asked to take on more responsibility and new opportunities. I want to create a culture where people are empowered, operations run smoothly, and excellence is the standard. When that foundation is in place, it allows me to focus more on the big picture—thinking creatively, exploring new ideas, and identifying future business and revenue opportunities—while knowing the day‑to‑day is in great hands.
On a personal level, I really enjoy continuing to learn and explore new interests. I have a deep love for design and like finding ways to keep that creative side active. I’m also continuing my journey with both French and Spanish—progress may not always be fast, but it’s always fun. Music is another area I want to spend more time on—relearning the piano and guitar, and maybe—emphasis on maybe—improving my singing along the way. I also hope to travel more, spend more quality time with friends and family, and be more present in the moment. For me, long‑term success is about building something meaningful at work while making space to enjoy life, stay curious, and appreciate the moments in between.

Any fun facts or interesting things you’d like the world to learn about you? Favorite food, hobbies, pet peeves, etc.?

I love to cook, love to eat, and firmly believe most things in life are better with a good adult beverage. Bourbon has long been my go‑to, but after a recent trip to Puerto Rico, I developed a very real appreciation for really good rum—purely for cultural research, of course. 🙂 I also love to entertain. Give me great food, quality drinks, good music, and a game on the TV, and I’m right in my element.

I’m a huge sports fan—football in particular—and there’s very little I enjoy more than being in or around the energy of a live game. I’m also a massive Broadway fan. I love to travel, and spending time with my husband, friends, and family is how I truly recharge.

We currently have one fur baby, Oscar, who clearly runs the house. Once our renovation is complete, I fully plan to add at least one more fur baby—and if negotiations go well with my husband, possibly several more.

As for pet peeves: inefficiency makes my eye twitch. People who talk just to hear themselves talk. Ego maniacs. A lack of empathy. Life is simply too short for any of the above.