AMERICUS, Ga. (WALB) — Georgia Southwestern State University Athletic Director Mike Leeder introduced James Frey as the program’s fifth head women’s basketball coach of the Division II era Friday.

Leeder said the search began approximately six weeks ago, with Senior Associate Athletic Director Ben Hicks and Assistant Athletic Director Caitlin Downs playing key roles in the process. He said the university expects competitive success alongside its continued investment in women’s basketball.

“Our athletic department and university has and will continue to invest in not only athletics but in women’s basketball,” Leeder said. “And with that investment comes an expectation of competitive success.”

A familiar face returns

Leeder said Frey won 300 games in 11 years coaching in Georgia and earned numerous Coach of the Year honors, while recruiting All-American and All-Region players to the state. Leeder said the department sought a coach who could strengthen community ties, emphasize academics, and return the program to national relevance in NCAA Division II.

Frey, who has 35 years of experience in college athletics, said he reached out to Leeder by voicemail the day the previous coach’s departure became known.

“If you’ve got any interest in me, I’d like to be a part of what you’ve got going on,” Frey said he told Leeder.

Frey described the hire as a full-circle moment, saying the community and relationships he built during his previous tenure in the area drew him back.

“The next ten years were the best ten years of my life — because of the people,” Frey said.

Culture, accountability and a defensive identity

Frey said his primary goal is to build what he called a championship culture, centered on accountability in the classroom, community, and on the court. He said the program will operate around a team acronym for “family” — forget about me, I love you.

“When you get to a point where you love and care about the person next to you more than you do your own personal success, you’re going to have a winner,” Frey said.

On the court, Frey said the program will emphasize defense-first basketball with an up-tempo offensive style.

“Defense has always won championships,” Frey said. “Offensively, we want to play fast — athletic, with people who can make shots.”

Frey said effort is his top non-negotiable for players.

“When you sign that scholarship, effort signs along with it,” he said. “I will never coach effort.”

Roster and recruiting outlook

Frey said five current players remained with the program through the coaching transition and five incoming signees will join the roster. He said two scholarship spots remain open and recruiting is ongoing, with a focus on character.

“We want competitive young people who are going to have high character and not bring reproach upon this institution,” Frey said.

Frey said his recruiting base will include South Georgia high school players, junior college programs — which he called his “backbone” — and the transfer portal. He said he plans to pursue a balanced roster and noted the depth of athletic talent in South Georgia specifically.

Frey also credited former Memphis head coach Hana Haden, who hired him as an assistant, for supporting his return to GSW. He said Hayden told him when he met with her that he was “perfect for that place.”

Frey thanked his family, mentor Coach Jody Adams of New Mexico State University, the late Coach Gerald Cox of the College of Coastal Georgia, and the late Sparky Reeves of South Georgia Tech, who gave him his first head coaching opportunity 14 years ago.

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