Skip To Main Content

Utah Valley University Athletics

Home of the Utah Valley University Wolverines
Fife GM

Utah Valley names Adam Fife men's basketball general manager

10/28/2026 10:28:00 AM

OREM—Adam Fife, founder and CEO of CenCore Group, has been named general manager of the Utah Valley University men's basketball program. Fife brings extensive executive leadership, entrepreneurial experience and a proven track record of building successful organizations to Wolverine basketball.

Fife's appointment represents another significant investment in the future of Utah Valley Athletics as the Wolverines continue to strengthen their program and position themselves for sustained success in the evolving landscape of college basketball.

"Adam is an exceptional leader who has built one of the most successful companies in our region, and we are thrilled to welcome him to Utah Valley Athletics," said Utah Valley Director of Athletics Dr. Jared Sumsion. "His experience in building organizations, developing relationships and creating opportunities will be invaluable to our men's basketball program. As college athletics continues to evolve, having someone with Adam's vision, business expertise and commitment to excellence will help position Utah Valley for sustained success. This is another important step in our commitment to providing our coaches and student-athletes with the resources they need to compete for championships."

In his new role, Fife will work alongside head coach Todd Phillips and the men's basketball program, providing strategic leadership and support in areas including resource development, program operations, organizational growth and long-term planning. His experience building partnerships, managing complex organizations and developing innovative strategies will provide an additional resource as Utah Valley continues to compete at the NCAA Division I level.

"We're really excited to have Adam join our program," said Phillips. "He's a proven winner in the business world, and the experience and relationships he brings are going to be a tremendous asset for us. Adam understands what it takes to build something special, and that's exactly what we're working to do here at Utah Valley. He believes in our vision, he believes in our players, and he's committed to helping us take this program to another level. We're fortunate to have someone of his caliber on our team."

"I'm excited and honored to be part of the Utah Valley men's basketball program," said Fife. "Coach Phillips and his staff have built something special here, and I believe there is an incredible opportunity to take this program even further. I've spent my career building teams, developing relationships and creating opportunities for people to succeed, and I'm looking forward to bringing that same approach to Utah Valley. We have tremendous leadership, outstanding coaches and talented student-athletes, and I'm committed to doing everything I can to help this program compete for championships and reach new heights."

Fife joins a Utah Valley men's basketball program that has established itself as one of the region's most successful Division I programs under Phillips. The Wolverines have captured back-to-back Western Athletic Conference regular-season championships and are preparing for their inaugural season as members of The Big West Conference in 2026-27.

Phillips enters his fourth season leading the Wolverines with a 66-34 overall record, including a 40-14 mark in conference play. He has guided Utah Valley to back-to-back 25-win seasons and consecutive outright Western Athletic Conference regular-season championships in 2024-25 and 2025-26, along with an NIT appearances in both 2025 and 2026.

Fife's appointment follows Utah Valley's addition of entrepreneur and business executive Vess Pearson as general manager of the Wolverine soccer programs, further reflecting the department's commitment to bringing experienced leaders and additional resources into its athletic programs.

The appointment underscores Utah Valley's continued commitment to building a championship-level men's basketball program while supporting its student-athletes and coaching staff through an increasingly competitive landscape in college athletics.
 
 
 
Print Friendly Version

Facilities