University of Memphis Athletics
Staff Directory
- Title:
- Assistant Coach
James Frey joined Hana Haden's staff as an assistant coach in April 2026.
Frey comes to Memphis after three years as associate head coach at New Mexico State. In 2024-25, the Aggies reached the second round of the WNIT – their third-ever appearance in the competition – behind an 18-16 (10-8 C-USA) record. He assisted in the development of guard Molly Kaiser, the program’s first First Team All-CUSA player since 2019. With the help of Frey, Kaiser increased her scoring average by scored 14.9 points per game shooting a career-best 39.3% from beyond the arc.
Prior to hit time in Las Cruces, Frey served as the athletic director and head women’s basketball coach at South Georgia Technical College. Over the course of 11 seasons, he built one of the top junior college programs in the nation, earning NJCAA Region 17 Coach of the Year honors seven times.
He left SGTA with an overall record of 306-61, a 164-22 conference mark, 12 All-Americans, eight Southeast District Championships, six NJCAA Tournament Sweet 16 appearances and two NJCAA Elite Eight runs. Frey’s teams ranked top-35 nationally in scoring defense every year he was the at the helm.
Before coaching at SGTC, Frey was an associate head coach and recruiting coordinator at the College of Costal Georgia for both their men’s and women’s basketball programs. He served in this role for 21 years and oversaw all duties associated with each of the programs.
