Meet the Founder – Coach Tony Cole

A Legacy of Leadership, Development & Basketball with Purpose

Coach Tony Cole, a native of Cleveland, Ohio, is the Co-Founder of Indiana Elite Prep in Indianapolis, Indiana. Alongside his wife, Ashley Cole, he has spent over a decade building and growing the Indiana Elite brand, shaping it into a nationally recognized program dedicated to developing young athletes

From Adversity to Leadership

Cole’s journey into basketball leadership was shaped by overcoming personal challenges and forging a path through adversity. Raised in the tough, poverty-stricken St. Clair neighborhood on the east Cleveland, he learned resilience early on. Growing up in an environment impacted by drugs and crime, he developed an entrepreneurial spirit and an unwavering love for basketball—his first passion that never faded.

After high school, Cole competed on playgrounds across the city, often facing rejection and challenges. Struggles led him down the wrong path, seeking refuge in a negative lifestyle, which ultimately resulted in legal troubles and the loss of his freedom.

However, fatherhood became the turning point that transformed his life. It gave him a sense of purpose, driving him to become a mentor, coach, and leader for young athletes facing the same struggles he once did.

A Relentless Pursuit of Knowledge & Giving Back

Determined to help young athletes develop their talent and stay on the right path, Cole became a tireless trainer and coach. He studied the game obsessively, attending coaching clinics, reading autobiographies of legendary coaches, and seeking mentorship to build his basketball philosophy.

Having firsthand knowledge of the harsh realities awaiting unprepared young men, Cole built his coaching philosophy around two core principles:

"Basketball with a Purpose" – Every drill, every play, and every lesson had to serve a greater goal beyond the game.
"No Books, No Ball" – Academics came first, and without success in the classroom, basketball wasn’t an option.

A Pioneer in Prep Basketball

Coach Cole’s intensity, passion, and tough-love approach were inspired by his coaching idol, the legendary Bob Knight. His teams embodied his relentless energy, discipline, and toughness. While he acknowledges that his no-nonsense coaching style didn’t always resonate with every player, he firmly believes that no athlete left his program without knowing he wanted the very best for them—both on and off the court.

Cole has had the distinction of coaching in all 50 states, Canada, and Mexico, leading national prep programs in some of the most iconic venues in American sports, including:
🏀 Hoosier Dome
🏀 Chicago Stadium
🏀 Rupp Arena
🏀 And many more legendary arenas

In 2005, Cole took over the New Creations Prep program in Richmond, Indiana, following back-to-back national championships under Coach Travis McAvene. During his 12-year tenure, he led New Creations to four additional national titles and maintained an 81-2 home record, including a four-year home win streak.

Cole made history by establishing the first post-graduate basketball program in Indiana, transforming a small boarding school into a nationally recognized powerhouse. He also became a trailblazer in post-grad programs competing against junior colleges, expanding opportunities for aspiring college athletes.

Big Baller Brand – General Manager of Basketball Operations

In addition to his role at Indiana Elite Prep, Coach Cole is the General Manager of Basketball Operations for Big Baller Brand (BBB), the global sports brand founded by LaVar Ball. Entrusted with building BBB’s basketball platform, Cole oversees all basketball-related operations and is dedicated to growing the brand’s influence in the game.

"I’m honored to take on this task because Big Baller Brand was built on hard work. LaVar Ball spoke his vision into existence and backed it up with perseverance and dedication. I believe BBB can truly change young people’s lives through the gift of athletics." – Coach Tony Cole

A Legacy of Coaching & Player Development

🏆 25+ years in coaching
🏆 Helped over 450+ athletes reach the college level
🏆 6 national championships across multiple programs
🏆 Unbeaten home record at New Creations (81-2) over four years
🏆 Advisor to 15+ basketball programs nationwide