About PHX Elite
Transforming Lives Through the Power of Play
At our core, we believe that sports are more than just games—they are a cornerstone for personal growth and community building. Sports teach kids invaluable lessons about themselves, others, and the world around them. They’re a platform for building life skills, fostering resilience, and instilling values that last a lifetime.
At PHX Elite, our mission is to empower young athletes through the game of basketball by fostering personal growth, teamwork, and a lifelong love for the sport. We are committed to holistic development-nurturing not only athletic skill but also character, leadership, academic excellence , and emotional well-being.Through intentional coaching and a supportive community, we aim to sape confident, responsible individual who thive on and off the court.
Playing sports is incredibly valuable for youth development, especially from social and emotional perspectives:
1. Social Skills: Sports naturally bring kids together, allowing them to interact, communicate, and build relationships. They learn how to work as a team, trust others, and develop strong interpersonal skills that help them connect with different people. This environment also teaches respect for peers, opponents, and coaches, building empathy and understanding.
2. Emotional Regulation: Sports create both successes and setbacks, offering young people a chance to navigate emotions in real-time. They learn to handle frustration, cope with losses, celebrate wins, and channel emotions constructively. This experience helps them develop resilience and the ability to stay calm under pressure, valuable skills both on and off the field.
3. Confidence and Self-Esteem: When kids play sports, they set and achieve goals, which boosts their confidence. As they build skills and see improvement, they gain a sense of accomplishment and self-worth. Even small victories can build a belief in their abilities, making them more likely to embrace challenges in other areas of life.
4. Accountability and Discipline: Being part of a team requires showing up, working hard, and being accountable to others. Learning discipline through sports translates into other areas, teaching kids the importance of commitment and consistency.
5. Coping with Stress: Physical activity itself is a stress reliever, but sports also teach kids how to manage stress in competitive or high-pressure situations. This exposure helps them understand how to cope with stress in healthy ways, making them more adaptable to life’s demands.
Overall, sports provide a powerful platform for youth to develop essential life skills that contribute to a well-rounded, resilient, and socially connected adult.
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Why We Do What We Do
We do this because we’ve seen the difference sports make in a child’s life. We’ve seen kids gain confidence as they score their first goal, develop resilience after losing a tough match, and form friendships that last a lifetime. These moments are the building blocks of a well-rounded, emotionally strong, and socially connected future.
At the heart of our organization is a vision: to use sports as a vehicle for positive change. By giving kids a safe and encouraging space to grow, we’re shaping the next generation of leaders, thinkers, and game-changers.
Join Us on This Journey
Whether it’s on the field, in the stands, or cheering from the sidelines, we invite you to be part of our mission. Together, we can create a world where every child has the tools to thrive—because sports matter, and so do they.
Meet The PHX Elite Team
Meet Brandon Smith
Player Development Coach (Basketball)
Playing Experience: With a rich playing history spanning collegiate and professional basketball, I bring firsthand knowledge and expertise to the court:
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University of Toledo – 1 year
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Cuyahoga Community College – 1 year
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Lake Erie College – 2 years
Professional Career Highlights:
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2 years in Spain (LEB Silver League)
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1 year in Bosnia (1st League)
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1 year in Montenegro (1st League)
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Coaching Experience: With over a decade of experience as a Strength & Conditioning Coach, I specialize in basketball performance and injury prevention. My coaching career is built on the foundation of helping athletes reach their full potential by combining physical skill-building with mental preparation.
Coaching Philosophy: I believe basketball is about more than just mastering the game; it’s about building confidence, resilience, and joy. My philosophy focuses on:
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Encouraging players to trust their abilities and grow their confidence.
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Teaching mental resilience, including in-game decision-making and off-court preparation.
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Ensuring players find enjoyment in the process while pushing their limits.
Coaching Goals: Every training session is designed to elevate performance while fostering a deeper understanding of the game. My key goals include:
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Developing players’ basketball skills and improving their on-court performance.
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Teaching the importance of mindset and mental preparation for success on and off the court.
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Using film study to deepen game understanding and strategic preparation for opponents.
With a unique blend of competitive playing experience and over 10 years of coaching expertise, I am dedicated to providing a holistic approach to training. My focus is on creating an environment where athletes can grow physically, mentally, and emotionally, preparing them for success on the court and in life.
Bobby Cox (Boys Basketball Coach)
With over 10 years of coaching experience at the junior high and high school levels, Coach Bobby has worked with both boys and girls in basketball and track and field. He holds a degree in Physical Education from Weber State University and is passionate about helping young athletes develop their skills and reach their full potential. Coach Bobby is committed to pushing his athletes to improve not only physically, but also mentally and emotionally, creating a positive and challenging environment where they can grow on and off the court. His dedication to fostering growth in every athlete ensures that each one gives their best every day.
Meet Kiyoshi Fish, M.S., Psych.
Coach Fish is our Team Director and holds a master’s degree in psychology. He is also a certified coach through USA Basketball and has received numerous trainings in child psychology and mental performance coaching.
Coach Fish brings a unique perspective to his role as the Program Director of the PHX Elite, drawing upon his extensive experience as a child and family therapist. With a profound understanding of human behavior and development, Coach Fish seamlessly integrates his professional skills into coaching, creating a nurturing and supportive environment for young athletes. He prioritizes not only the athletic development of his players but also their emotional well-being and personal growth. His coaching style is characterized by empathy, patience, and a deep commitment to the overall development of each team member.
Coach Fish has approximately 15 years in the Recruiting/Scouting industry. Coach Fish’s expertise stems from training under some of the industry’s top scouts, where he honed his skills in evaluating talent and identifying potential. His commitment to continued learning ensures that he stays at the forefront of the ever-evolving sports landscape, enabling him to provide valuable insights to athletes and coaches alike.
Bryce Hardy, Coach
Coach Bryce's passion for basketball began at an early age in recreational leagues. Playing point guard, he used his effort and intensity to help lead one of his teams to victory in the 1997 Valley of the Sun YMCA Basketball H.S. Boys Tournament Championship.
Bringing his unique blend of experience and expertise to the court, Coach Bryce is excited to join the PHX Elite team. Prior to joining PHX Elite he coached multiple Jr. Suns basketball teams since February 2024. While he is proud to have coached a 9-10 team to a perfect 8-0 season, he believes that every loss is a valuable opportunity to learn and grow.
With a Bachelor of Science in Exercise Science from BYU and a Doctor of Chiropractic from Palmer College of Chiropractic Florida, Coach Bryce is also a full-time faculty member at the Arizona College of Nursing. His background in health and education provides a solid foundation for his coaching philosophy. He focuses on effective communication and teamwork, creating a fun, educational, and inspiring environment that helps young athletes succeed both on and off the court.
Meet Shana Dawson Fish, Esq.
Team Manager/Administration
Shana is an Arizona native and alumni of Arizona State University. Go Devils!
Shana brings a unique blend of professional expertise and passion for youth development to her role. As a dedicated child welfare & family attorney, she has spent years advocating for the well-being and rights of children, making her a natural fit for guiding and supporting young athletes both on and off the court.
With a background rooted in law and a deep commitment to community service, she approaches her role with meticulous attention to detail, ensuring that administrative tasks are handled efficiently and effectively.
Our Commitment to Youth Development
We’re passionate about empowering young athletes to succeed both on and off the field. By combining expert coaching, innovative training, and a supportive environment, we ensure every child feels seen, valued, and inspired. Sports offer kids the chance to test their limits, set goals, and achieve milestones they once thought were out of reach.
Through our programs, we focus on creating opportunities for all children to experience the transformative power of sports. From building trust and teamwork to navigating emotions during wins and losses, every practice and game is a chance for kids to develop critical skills that prepare them for life’s challenges.