Lots of work ahead for Lightning GM

Starting from naming a new head coach, to filling out a roster, figuring out how to increase attendance, and on and on, London Lightning GM Mark Frijia will be plenty busy ahead of the 2024-25 BSL season, which tips off Nov. 15

London Lightning GM Mark Frijia presents Jeremiah Mordi with a championship ring before the home opener of the 2023-24 season. (Photo: Matt Hiscox Photography).

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Not many title defenses start from scratch, but that’s exactly the challenge facing London Lightning GM Mark Frijia as he looks to build back-to-back Basketball Super League (BSL) champions.

With Head Coach Doug Plumb not returning for the 2024-25 season, the rebuild starts from the top and continues down through the entire player roster – a roster that, at times last season, was a volatile mix of top talent and ill temperaments. It was a year that weighed on the franchise and fans alike, despite the championship hardware hoisted at the end.

“We had to make some changes, to be honest,” Frijia said. “There were some things we’ve done in the past that we should have maybe walked away from a little bit sooner than we did. But we have to move forward and try to build our reputation back up.”

Soon, London will hire its seventh head coach since the team debuted in 2011-12.

You could argue there has never been a coaching opening like this in professional sports –inheriting a team with back-to-back-to-back championships across two leagues, the league’s best arena, ownership willingness to pay for top talent, and a sports-mad town ready to embrace the right mix. 

That combo means the Lightning will have lots of names to choose from for its top job. They could draw current head coaches from partner (TBL) and rival leagues (CEBL), or opt to stay in-house with longtime assistant coach Dave Sewell, or maybe just go straight up brand synergy by naming Olympic decathlete, gym business partner, and ‘Damian Warner Day’ namesake, Damian Warner, to the post.

OK, maybe not that last one.

“There are always new challenges,” Frijia said. “Every year, there are new rosters, a new team, a new coach this year. In London, we strive to be the best, but at the same time, we always want to do it the right way, too. We want to do it with the right people. We want it to be fun. You don’t want to come into work and not like your job or not like the people around you. You want to build a team with fun guys you want to be around and it's a pleasure to come into work every day.”

Frijia expects to name a coach in the next few weeks, with training camp set for October and the season tipping off Nov. 15.

As for the player roster, that process is constant in a league without long-term contracts, as channels between teams, agents, and players remain open year-round. 

“You never really start at zero. I’ve been in contact with all our guys over the offseason. Some will be back, and others got offers they couldn’t refuse elsewhere,” Frijia said. “From there, it’s about filling the gaps. You assess what you have, figure out what you need, and move forward. Even by the end of last season, I never felt like we had a final roster. We could’ve used a big down the stretch, maybe another shooter, too.”

He continued, “Building a team is always an evolving process. You don’t want to be stagnant or take anything for granted, but the goal is always to form the best team you can.”

The biggest difference between player searches for the U.S.-based BSL, as opposed to the Canadian-based NBLC, is that there is no requirement for rosters to contain Canadian players. Nevertheless, Frijia said, London will always be home to north-of-the-border talent.

“The player pool is always the player pool. There’s always lots of talent and the majority of it comes from the U.S. I don’t think there will ever be a shortage of finding talent. You just have to get creative in ways you make connections, ways you scout and learn the players before you can start building rosters.

“But we’ll always have Canadian content in London whether it’s league mandated or not.”

(Photo: Matt Hiscox Photography).

For the Lightning, the inaugural BSL season was a mixed bag – but nothing beyond the growing pains one would expect from a new league.

“It was similar to the NBLC but different in a few key ways,” Frijia said. “The play was solid overall. A couple of teams came up and surprised us with tough games, even beating us at home last year, so the competitive level was definitely higher. All in all, the season went well, and I really can’t complain about anything.”

He continued, “Last season, obviously, was a success in terms of the basketball. But I felt we could have done a little bit better in some areas. Our (crowd) numbers were solid, but not outstanding. But we’ll continue to grow those numbers and try to make the best experience we can for our fans.”

Attendance isn’t just a Lightning problem. Most teams – at least ones not named the Knights – have trouble drawing consistent crowds in London. Even beyond sports, ask folks at The Grand or The Palace or any performance venue in the city about how hard it is, and you’ll hear the same stories. The Forest City has some fickle ticket buyers.

But that’s no excuse, Frijia said.

“I don’t think you can always just blame society or the public at large. You just have to figure out how to get butts in seats. There are no excuses. You can’t just throw in the towel and say, ‘Oh well, that’s just how the city is.’ You have to find a way to entice people to want to come. You can’t just do the same thing every year and expect the same results.”

Lots of league changes are on tap for the second season, with a new commissioner at the helm, a renewed focus on improving officiating, and more communication planned between the league, teams, and fans.

The league knows that last one is important for many.

In the final two NBL Canada seasons, BSL President David Magley saw a league playing out disciplinary issue after disciplinary issue in public. Seeking a better image for the BSL, he opted to keep disciplinary action quiet, without public acknowledgement of any kind. This led to confusion by coaches and players, as well as fans and announcers, who saw players disappear without explanation.

That will change this year, Magley assured. The league plans to issue weekly reports to teams, press, and fans detailing items like the number of technical fouls called (and what for), suspensions, fines, and discipline.

“We understand the importance of communication between the league and the public,” Frijia said. “I think what people really wanted was transparency, especially around things like suspensions, since that information wasn’t announced last year. But more than that, it's about parity and making sure the league and all the teams are on the same page. That’s probably the most important thing – consistent communication with teams and ensuring parity.”

He continued, “Moving forward, we need the league to feel real, where teams are playing the same games and facing the same opponents, building rivalries. That’s what we need. That’s when people take it seriously.”

The BSL will feature eight teams this season, with the Pontiac Pharaohs and Glass City Wranglers added to the BSL Original Six. Frijia welcomes the new competition into the mix.

“This was always intended to be an international between the U.S. and Canada – so this growth shows that.”

If you listen to league officials, the addition of two U.S.-based teams this season is just the first step in an aggressive growth strategy that eventually targets 20 or 30 teams across Canada and the United States.

“We need growth, but at the same time, it needs to be the right teams.” Frijia said. “We can add teams from all over the place, but if they don’t make sense financially, what are you doing? If you add a team on the West Coast, for example, all of a sudden you have tens of thousands of dollars’ worth of travel each time you go there. That’s not financially viable.”

He continued, “You have to create areas where teams can play, and play each other within a reasonable margin for financial purposes. Then, if you have a group where you can travel and play them all at once, it definitely softens the blow a lot. It’s great to try to grow – not growth for growth’s sake, but you have to do it smartly.”

With 71 days remaining before tipoff, Frijia not only understands the challenge ahead, but embraces the changes that are to come.

“We’re just looking forward to another year, playing some exciting games for our fans, and competing for championship like we try to do every year. We want to put on a good show for our fans and be as competitive as we can be.”