How New Suns Coach Frank Vogel Plans to Instill Championship Culture

Phoenix Suns new head coach Frank Vogel wants to bring a championship mindset to the Valley.

Frank Vogel, a hard nosed, defensive-grind style coach, was introduced as the Phoenix Suns' newest head coach in an introductory press conference on Tuesday afternoon where the 20-year NBA veteran coach gave all the right answers.

Vogel’s demeanor was blunt throughout the questioning from the media, touching on his excitement level while also making remarks about the work that is going to be done to win; and win immediately. 

Vogel knows the expectations from not only the fans and community involved in Phoenix, but around the league. It became apparent quickly in Vogel’s introduction that he, much like the playstyle of his teams in the past, is willing to grind everyday to establish a winning way in the Valley.

General manager James Jones and head coach Frank Vogel expect to win; and win now

“I love the mindset that we’re going to go after it (NBA championship) right away with all we have,” said Vogel. “I don’t give a damn about what the outside narrative is around expectations or whatnot. I care about what our expectations are, and our expectations are to go for it this year and hopefully every year that I’m here.”

The expectations to win have reached new levels after back to back disappointments. Something had to change for the Suns to give them a spark and change the culture that has settled for two embarrassments on home court in the playoffs. General Manager James Jones recognized this, and although the Suns have been close, the leadership from the head coaching position needed to change.

“We set out a few years ago to become a franchise that many would call elite,” said general manager, James Jones. “We’ve taken some steps towards our goal of winning the championship. But as we looked forward, we needed another leader, someone that could elevate us to the next level.”

After a few tense weeks of coach hunting, new owner Mat Ishbia and Jones settled on a veteran, scrappy leader that matched the two’s demands. Vogel has been around the league and interacted with many owners. But Vogel’s appreciation for Ishbia grew when the two met in person. 

Both head coach and owner seemed to be on the same page, a factor that has helped tremendously in Miami currently with Pat Riley and Erik Spoelstra.

Owner Matt Ishbia brings a certain level or energy that is important to establish a winning franchise

“He’s (Mat Ishbia) is a positive energy, enthusiasm type of guy and that aligns with who I am as a person and what I like to bring to the table,” Vogel said. “I love the energy he’s infused into this organization and this community.”

When establishing a culture in a franchise, the relationship between ownership and coaching may be the most crucial one. There have been many examples of NBA team championship runs with strong ownership and head coach relationships, where both parties are willing to make sacrifices to win.

Suns are expected to give their full effort on both the offensive and defensive side of the ball under Vogel

Another factor that was discussed is the effort level that Vogel expects out of his players. The expectation to work hard in all phases of the game is something that Vogel has carried from his beginnings in Indiana to his most recent championship ring in Los Angeles. This fresh outlook on both ends of the floor, combined with plenty of talent in both aspects of the game will excite the Suns faithful, as well current players.

“When we were talking, he (Kevin Durant) said ‘I can’t wait to guard in your system’, he wants to get after on both sides of the ball,” said Vogel “He feels like that’s something that gets him going on the other end and I love that. All our guys have to be two-way players.”

And the relentless work will be put in on both ends of the floor not only inside the Footprint Center.

“I think it starts with the work,” Vogel said. “When we get after it at practice and training camp, I think we set the tone very early on what's expected of really how we coach practice, how we watch film sessions.”

In short, Vogel’s preparation and IQ will help the Suns win games regardless. But the players' efforts on a nightly basis that will be established at practice and off the court will also result in victories. Vogel’s approach to establish a shift in dedication to both ends of the floor, outwork teams and demand to win has yet to be seen in action, but the mindset is sure refreshing.

“Our guys are going to hear that the number one habit that we develop all year is that we have to play harder and tougher and with more hustle than our opponents every night,” said Vogel.