Mat Ishbia sat courtside throughout the Suns’ 2023-24 campaign, watching the high-priced roster he helped assemble struggle with inconsistency, effort, and identity. By January, he said, it was clear: “Embarrassing season, right?”

On Thursday, the second-year team governor offered a candid and damning assessment of the organization’s direction after a 36-46 finish and a swift exit from postseason contention.

“I watch every game like all you guys do and no one’s proud of it, no one’s happy with it,” Ishbia said at a press conference. “From me, to the front office, to the coaches and players, to the marketing executives to the security guards — it was a failure.”

The Suns were billed as contenders after pairing Devin Booker with future Hall of Famers Kevin Durant and Bradley Beal. Instead, they finished 10th in the Western Conference, missed the playoffs, and quickly fired head coach Mike Budenholzer following their season-ending loss to the Kings.

Mat Ishbia on Phoenix Suns: “It Has to Have an Identity”

What troubled Ishbia most wasn’t just the losses — it was the listless way in which they came.

“I want to put a team out there on the court that everyone is proud of,” he said. “It has to have an identity — an identity similar to Phoenix. Some grit, some determination, some work ethic, some grind, some joy. We just haven’t had that.”

Defensive lapses, lack of energy, and frequent blowout losses to top-tier opponents reflected a team that never found cohesion. Despite a roster headlined by three All-Stars, the Suns were one of the league’s worst defensive units and consistently failed to match the effort of playoff-bound teams.

Ishbia, who walked on at Michigan State and won a national title under coach Tom Izzo, admitted his own missteps in team-building.

“The lessons I learned under Izzo — I haven’t done a good job bringing them here,” he said. “I’m no talent, all heart — that’s my life. I will just outwork everyone. I’m going to have a coach, a front office and players that the Phoenix community will love.”

Sitting beside CEO Josh Bartelstein and GM James Jones, Ishbia stopped short of announcing sweeping front-office changes. But a new head coach is imminent — the fourth in four seasons for the franchise.

“We’ve got to get the next hire right,” Ishbia said. “And we will.”

Suns Consider Devin Booker Off the Table, Kevin Durant and Bradley Beal Uncertain

The only untouchable? Devin Booker.

“[Booker] is the franchise player, he’s done amazing things,” Ishbia said. “I speak with him and we’re very aligned with what we want to do. His mission and my mission are very similar — let’s bring a championship to Phoenix.”

Kevin Durant, who turns 36 in September, remains under contract but could be a valuable trade chip. The 15-time All-Star averaged 26.6 points per game this season and remains one of the most efficient scorers in the league. If Phoenix pursues a reset, Durant’s name could be involved in major trade discussions.

Beal, however, presents a challenge. The 31-year-old guard averaged just 18.2 points while earning more than $50 million. He is owed north of $100 million over the next two seasons, and his no-trade clause further complicates any potential exit.

Ishbia’s second season at the helm has not gone as planned. After a series of splashy moves and bold declarations, Phoenix is once again in offseason mode while other contenders prepare for the playoffs.

For Ishbia, that means facing the hard truths — and making sure his next steps reflect more than ambition.

“After two years of winning press conferences,” he said, “it’s time to start winning games.”