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By Cody Upp | Oct. 14, 2025
G10 Fulfillment Enables Growth, Cost Savings with Zebra Robotics
Although it’s been less than a year since the launch of Zebra Symmetry™ Fulfillment, the impact it’s having on end users is truly exceptional. During a recent livestream on Supply Chain Now, I had the privilege of hearing about those benefits from a customer’s perspective. Bryan Wright, CTO and COO of G10 Fulfillment, shared the real-world challenges that led to his company’s search for automation, and why they ultimately chose to work with Zebra.
Founded in 2009, G10 Fulfillment has grown rapidly to become recognized as a leading third-party logistics (3PL) company. Today they operate in more than one million square feet of warehouse space in strategic locations across the United States. The company provides seamless integrations with top retailers and e-commerce platforms like Amazon, Shopify, Walmart and Target.
During the session, Bryan explained that as his company continues to grow, they’re always looking for opportunities to become more efficient and accurate while reducing costs for their customers. When I bumped into Bryan at ProMat in early 2025, G10 had already spent two to three years searching for a way to add automation to their picking and packout processes.
“The biggest piece that wowed us was the robots are detached from the carts,” Bryan said. “And then as we dug into it more, we saw that the picker is detached from the cart. They’re walking around being directed to the next cart to pick from. So now you’re not worried about how fast the cart’s going and pacing the picker.”
Deployment of the Zebra Symmetry Fulfillment solution began recently at the company’s warehouse in Delavan, Wis. Bryan and the G10 team estimate an initial savings of 30 to 40% in labor costs with the launch of the system, thanks to increased pick rates, efficiency and accuracy. They’re also planning to leverage the power of Symmetry’s labor tracking and reporting features, which will give them full visibility into how operators and autonomous mobile robots (AMRs) are spending their time.
“The front end of grouping orders together into the best possible pick paths, or ‘tours’ as they’re called by Zebra, is going to be a significant savings,” Bryan said. “The competition all had the same type of algorithmic ways to save you money and grouping orders and those types of things. But the ability for Zebra to do some cubing and mix orders and really look at the kickback, we’re really excited about using that and the savings that’s going to bring.”
Supply Chain Now host Scott Luton was quick to recognize the value of the extensibility of the Zebra solution, which will help G10 realize greater return on investment (ROI) with a quicker payback period. The company sees potential for additional value as future cart form factors allow today’s robots to address a greater breadth of needs.
“Every day we talk with Zebra about ways that we could potentially improve the application as it’s working today, and they’re very open to adding to the road map,” Bryan said.
Our livestream discussion covered other benefits G10 is just beginning to realize with Zebra Symmetry Fulfillment, from rapid training of associates to the solution’s value as a differentiator that allows them to bid with confidence and attract new clients. To hear the entire discussion, check out the recording of our exclusive session: Fulfillment Potential: The Strategic Impact of Robotics in 3PL Operations.
