Brian Gregory, the newly appointed general manager for the Phoenix Suns, primarily built his career coaching college basketball. Before this promotion, he served as the Suns` vice president of player programming last season and also consulted for the front office during the 2023-24 campaign. During his introductory press conference on Wednesday, when asked to explain why he believes he can succeed in the role despite relatively limited professional experience, Gregory cited his “30-plus years of basketball experience.” He then articulated that his unique contribution would stem from focusing on establishing a clear “identity” and fostering team `alignment`.
Whether Gregory will ultimately prove to be a successful GM remains to be seen. However, following his 37-minute press conference, he has already set himself apart in one significant way: his remarkable tendency to connect almost any topic back to the concept of `alignment`. He used the word or its variation (`aligned`) a notable 27 times throughout the session.
Gregory`s professional relationship with Suns owner Mat Ishbia goes back to the late 1990s. At that time, Ishbia was a walk-on player at Michigan State, where Gregory served as an assistant coach under Tom Izzo. Gregory openly embraced this historical connection, framing it as a positive factor fundamentally built on alignment.
“Mat and I function as a team,” Gregory stated. “We are completely aligned. As the general manager, my primary responsibility is to oversee our day-to-day basketball operations. I report directly to Mat Ishbia. Mat is an involved owner, which I value, and he has also empowered me to build this team, shape its identity, and create the alignment that is so crucial. The key point is that Mat and I are aligned, and I will never shy away from acknowledging that my relationship with Mat Ishbia is one reason I am in this position. But that relationship is founded on that alignment.”
Phoenix recently parted ways with head coach Mike Budenholzer after the team finished the regular season with a 36-46 record and failed to qualify for the play-in tournament. Since Mat Ishbia purchased the franchise during the 2022-23 season, the team has now dismissed its head coach at the conclusion of each season: first Monty Williams, then Frank Vogel, and now Budenholzer. Gregory identified the search for a new head coach as his “main focus,” although he did not specify a timeline for the hire. He acknowledged that there are “some definite benefits” to having a coach in place before the upcoming draft but stressed that finding the absolute right person is more important than the calendar.
“It is very, very critical that we get this hire right for our path forward,” Gregory emphasized. “We need to find that head coach who is aligned, who possesses the attributes that are essential to us: an exceptional basketball IQ, outstanding communication skills, someone who shares our vision and understanding of what is required for success in the contemporary NBA – including toughness, physicality, and all those aspects – and who has the capability to hold players accountable for executing that, playing with, and implementing a systematic approach on both offense and defense.”
The Suns entered last season with high expectations of being contenders, and they cannot attribute their shortcomings primarily to injuries. They outscored opponents by a mere 0.5 points per 100 possessions with both Kevin Durant and Devin Booker on the court, and their point differential was negative when Bradley Beal shared the floor with them. The team currently carries the league`s most expensive roster but faces significant limitations in improving it due to previous trades and the restrictions imposed by the NBA`s collective bargaining agreement. When asked about the challenges ahead, Gregory echoed Ishbia`s sentiment that the team`s win total did not accurately reflect the talent level.
“What we have not yet achieved is either creating the optimal environment or identifying the player combinations that would allow that talented roster to perform even better,” he stated. “However, there exists a baseline and a foundation of talent that I believe can position us well moving forward. Drafting will be critical, as free agency always is. But I think the most substantial impact can be made in some of those areas we`ve spoken about repeatedly: Is the team aligned? Does the team clearly understand its identity?”
There is widespread expectation that the Suns will look to trade Kevin Durant and potentially trade or release Bradley Beal during the offseason. Shedding salary to avoid incurring the punitive second apron tax for another season is also commonly anticipated. Gregory declined to comment on specific “players` contracts, movements, anything like that,” but he did mention having a “great meal” with Beal recently and receiving a “nice hug” from Kevin Durant in the weight room shortly after news of his hiring broke. He stated that his charge is “making sure we have a competitive team next year,” but he would not confirm whether getting under the second apron threshold is a primary objective.
“We are fully aware of the cap situation, and when the time comes, if we need to make that decision, then we will make that decision,” Gregory said firmly. “And one thing I can assure you: Whenever you see a decision made by the Phoenix Suns, whatever it is, whatever it pertains to, you can be certain it is an aligned decision. Everyone is on the same page regarding that decision. And I believe that is critical because there are instances when decisions are made lacking that alignment, and if things don`t go well, you hear, `Oh, I never really thought that…` That is not happening here. So when we make decisions concerning the salary cap and the second apron, those will be aligned decisions.”
Gregory concluded by stating that his motivation is not driven by a need to prove he deserved this opportunity independently of his relationship with Ishbia. Instead, he expressed excitement about the leadership aspects of the job and a willingness to be held accountable.
“I understand completely that, to the fans and to you all, I am going to be held accountable for executing this vision,” Gregory affirmed. “I am going to be held accountable for the success of this team. I fully grasp that. I do not shy away from that either; it actually energizes me. Another area where Mat and I are extremely aligned is our competitive drive.”
Jasper Hawthorne