21
Oct
Owner Profile
The split-second decision that created the Phoenix
South East Melbourne Phoenix owner Romie Chandhauri. Photo: Nine/Eddie Jim
Romie Chaudhari reveals the choices that built the Phoenix, including passing on LaMelo Ball
- Chaudhari joined the NBL in 2018 after a whirlwind forty-hour trip to Melbourne and a gut decision to buy in
- His first move was hiring Tommy Greer on the spot and establishing a club identity based on integrity and community
- By prioritising culture over hype, even passing on LaMelo Ball, Chaudhari set a foundation that fuels the Phoenix today
South East Melbourne Phoenix owner Romie Chaudhari has revealed the split-second decision-making that transformed the NBL expansion franchise from a piece of paper into a genuine challenger team in Melbourne.
Speaking on the Sporting Max podcast, Chaudhari described his unlikely entry into the league in 2018.
When NBL boss Larry Kestelman first approached him about backing an expansion team, Chaudhari's answer was blunt.
"I originally said no to doing the deal," he said.
"It wasn't something I'd planned. But after a few weeks, Matt Walsh (then owner) at the New Zealand Breakers convinced me to look at it properly."
What followed was vintage Chaudhari.
Rather than months of analysis, he visited Melbourne, toured facilities and made his decision within 40 hours. The clincher was the promise of access to the State Basketball Centre as their base, though there was no guarantee in writing.
"I asked if I could get that in writing," Chaudhari said.
"They said no, it depends on who wins the election. I said, well, what's the race looking like? They said, well, it's 50/50. So I looked Larry in the eyes and I asked him maybe five questions and I just was like, you know what man? I'm like, F it, let's do it."
His first hire proved equally instinctive.
While being shown around the venue, Chaudhari asked two-time NBL champion Tommy Greer to run a team - something he'd always wanted to do.
When Greer mentioned building a roster, Chaudhari offered him the general manager role on the spot.
"I'd just met the guy," Chaudhari said.
"But I had a good feeling about him. He's such a righteous, moral man. We got in a room and he said, Rome, what matters? Like what do you, what like really matters. And I told him I was like, you know what? I want to fit in, in the community. I said integrity, I said honesty, transparency, all these things matter. And I said care for one another, hard work."
That culture-first approach extended to recruitment.
When the NBL offered the Phoenix first selection on an import slot, and that import was LaMelo Ball, Chaudhari declined.
"I did not take him, you know, because I was so worried about culture, culture, culture," he said.
"I wanted to get the culture piece right. And having a, not that having LaMelo is a distraction in a bad way, it's a great distraction, he's filling up stadiums. The problem is, but what what about when he's gone... Let me just get the culture right, let's get this culture right, let's be like the San Antonio Spurs, right, or Miami Heat, stuff like that."
The strategy was tested severely.
By the end of the 2023-24 season, the Phoenix had slumped to 1-14 in their last fifteen games. For the first time, Chaudhari intervened directly, reaching out to European coach Josh King about the vacant coaching role.
"I call Josh and I remember we had a conversation and you know, long story short, I originally was like, well, if things don't work out for you, maybe next year, you know," Chaudhari said.
"He says, 'man I'd come now if I could.'"
Eventually he did, leaving behind a deal in Turkey.
With Mike Kelly and the Phoenix facing a horrific start to the 2024-25 season, the trigger was pulled and King was installed as head coach.
The transformation was immediate as the Phoenix finished the season strongly to make the playoffs and Chaudhari attributes the turnaround to both King's expertise and the culture the club had built.
Looking ahead, Chaudhari remains measured about expectations but there's no denying the emotional investment he's developed in the franchise.
"To see where we started, which literally, it literally was a piece of paper. Like you can't say that about Tasmania. You can't say about any of the club that was us," he said.
"You realised you had a piece of paper and I look around like, you know, it came on Sunday (as the SEM Phoenix hosted NBA team the New Orleans Pelicans).
"Going through that journey, I will be honest, I have developed an emotional connection to this because we put a lot of our heart into this and I got an obligation now, happily, an obligation that I want to do a good job."
