PHOENIX — A New Era for the Suns
The opportunity for regrets had long faded. The focus no longer lay on the Kevin Durant trade that went awry or the problematic Bradley Beal acquisition that plunged Mat Ishbia’s Phoenix Suns into unprecedented luxury-tax challenges for a non-contending team.
Following the recent termination of a second championship coach in as many seasons—Mike Budenholzer joined Frank Vogel in facing the axe—Ishbia, a 46-year-old billionaire previously labeled “the worst owner in basketball” by Stephen A. Smith, hosted a meeting at his home in Scottsdale, Arizona. This gathering aimed to lay the groundwork for a more promising future.
Amid soaring criticism during the failed Devin Booker-Durant-Beal era and a playoff absence this April, substantial changes were necessary. Ishbia convened for over three hours in his backyard with his key decision-makers: Brian Gregory, a former Michigan State assistant he had hired as general manager, and Josh Bartelstein, the 36-year-old CEO who was Ishbia’s first hire after acquiring the Suns from ousted owner Robert Sarver in December 2022.
Despite critiques regarding his apparent reliance on his Michigan State background—coaches like Mateen Cleaves and Charlie Bell already on the staff—Ishbia chose to fully embrace this identity. “When people blamed me last time, I was not going about it my way,” he reflected. “Now, I am, and there’s no question about it.”
Ishbia’s journey included growing United Wholesale Mortgage from a small team to over 9,000 employees, where he emphasized a people-focused culture. In his vision for the Suns, he noted, “We need a culture we’re proud of. My mortgage business values people and care, so I decided to do things differently.” His definition of their approach became known as “The Suns’ way.”
The trio discussed a vital question: What defines the Suns? They concluded that building around Booker would occur differently this time—prioritizing players renowned for their grit and two-way abilities over flashy star acquisitions. Fostering a culture valuing teamwork and effort would take precedence over adopting a superficial star-chasing mentality.
With a strategic focus on establishing a foundational identity, Ishbia and his team sought to restore the trust of disheartened fans, exploring affordable options at games and enhancing the local television presence. As they pivot to create a hard-working culture, the Suns, now in a better position in the standings, look ahead with renewed optimism, even if easing past the challenges of past trades will take time. Ishbia acknowledges that lessons learned will inform a vision that better aligns with the organization’s identity going forward.
