James Frey arrives in Americus with 35 years of collegiate coaching experience, including 11 seasons as a head coach, after serving three years as associate head coach at New Mexico State University and most recently as an assistant coach at the University of Memphis. During his career, Frey has established himself as one of the most successful women's basketball coaches in the junior college ranks while also gaining valuable NCAA Division I experience.
Frey returns to Americus, where he spent 11 seasons as athletic director and head women's basketball coach at South Georgia Technical College from 2012-23, transforming the Lady Jets into one of the nation's elite NJCAA programs.
During his tenure at South Georgia Tech, Frey compiled an outstanding 306-61 (.834) overall record and a 164-22 conference mark while leading the Lady Jets to eight NJCAA Region 17 and Southeast District championships. His teams reached the NJCAA National Tournament Sweet 16 six times and advanced to the Elite Eight on two occasions.
Frey was recognized as one of the nation's top coaches throughout his tenure, earning NJCAA Region 17 Coach of the Year honors seven times and Southeast District Coach of the Year accolades eight times. In 2021, he was named the WBCA Two-Year College National Coach of the Year before receiving the Women's Basketball Excellence Report (WER) National Coach of the Year award in 2023.
Known for his defensive philosophy, Frey's teams consistently ranked among the nation's best. During his final season at South Georgia Tech, the Lady Jets posted a 29-1 record and earned the nation's No. 1 ranking while finishing among the national leaders in scoring defense, opponent field goal percentage, blocks and steals.
Frey also built a reputation as one of the country's premier talent developers, coaching 12 NJCAA All-Americans during his time at South Georgia Tech.
Following his success in Americus, Frey joined the staff at New Mexico State as associate head coach prior to the 2023-24 season. During his tenure with the Aggies, he helped guide the program to an 18-16 record in 2024-25, a third Women's National Invitation Tournament appearance and a road postseason victory over Pacific. He also played a key role in the development of Molly Kaiser, who became the program's first Conference USA Player of the Year and First Team All-Conference selection since 2019.
Before taking over at South Georgia Tech, Frey spent 21 seasons as associate head coach and recruiting coordinator for the men's and women's basketball programs at the College of Coastal Georgia, helping oversee all aspects of both programs.
He earned his Bachelor of Science degree in Sports and Fitness Management from Troy University.
