The Phoenix Suns are at a crossroads. After a disappointing 36-46 season, finishing 11th in the Western Conference, the franchise is undergoing a major transformation. Owner Mat Ishbia, known for his ambitious leadership style, has decided to take a hands-on approach to reshape the team’s culture and identity.
In a rare move, Ishbia sent an internal email to the Suns’ basketball operations staff, acknowledging that his previous approach—hiring experts and stepping aside—had failed to create a winning culture. He admitted that the “typical NBA owner playbook” did not work and vowed to take a more unconventional, involved role in the team’s future.
Mat Ishbia sent an internal letter to Suns basketball ops today, taking accountability for not establishing a culture, praising Brian Gregory for his interview process and hailing the hiring of Jordan Ott as a milestone. Some insight on the new Suns coach: https://t.co/0wakCZUrO7
— Gerald Bourguet (@GeraldBourguet) June 4, 2025
This level of transparency is uncommon in professional sports ownership. Most owners prefer to operate behind the scenes, but Ishbia is making it clear: he wants to be a driving force in the Suns’ resurgence.
The Suns wasted no time in making changes. They recently hired Jordan Ott, former assistant coach of the Cleveland Cavaliers, as their new head coach. Ott was chosen over fellow finalist Johnnie Bryant, the Cavs’ associate coach, due to his cutting-edge offensive mindset and ability to rebuild a team’s identity.
Additionally, Ishbia praised newly appointed general manager Brian Gregory for his role in the coaching search, emphasizing Gregory’s ability to identify a young, hungry, and dynamic leader to guide the team. This signals a shift toward innovation and adaptability, rather than relying on traditional coaching methods.
Ishbia’s commitment to revamping the Suns’ culture is more than just words—it’s a philosophical shift. His hands-on approach aims to restore the team’s competitive edge and ensure that Phoenix returns to championship contention.
The Suns’ future now hinges on whether this bold leadership style will translate into success on the court. With fresh leadership, a renewed focus on identity, and an owner who refuses to sit on the sidelines, the Phoenix Suns are certainly one team to watch in this next offseason.
