Ashley Frazier has lived every level of the women's game. A starting point guard at Duncanville High School — the mecca of Texas girls basketball — and the University of Arizona, she founded SYA Hoops Academy in Dallas in 2012, built on a simple belief: Set Yourself Apart.

 

For more than a decade, Ashley has developed athletes from youth basketball to the collegiate and professional levels — helping players earn scholarships from JUCO to Division I and working with WNBA athletes including Rhyne Howard, Erica Wheeler, Tiffany Mitchell, and Rae Burrell. In 2024 she served as Director of Player Development for the Chicago Sky, and in 2026 as Player Development Coach in the Unrivaled league.

 

Ashley believes player development is more than skill work. True development happens when skill instruction, film study, decision-making, confidence, and accountability are connected through one clear, consistent process. Through SYA, she partners with programs to build exactly that — individualized growth plans, position-specific instruction, film integration, player evaluations, and implementation support for coaching staffs.

 

Her approach is rooted in detail, relationship-building, and practical application: helping athletes understand not just what to do, but why it matters and how it translates to game performance. Whether she's working with a single athlete or an entire program, the mission is the same — develop better players by building better development systems.