The hardwood at the WFCU Centre has a specific kind of reverb. It is the sound of a franchise that refuses to stay quiet. While other mid-market teams might have folded under the weight of shifting league structures, the Windsor Express has simply decided to expand its footprint. The Jan. 12 season opener against the Montreal Tundra was more than a game. It was a 105-94 statement of intent.
The Express is no longer just a local fixture. They are the focal point of the newly minted Basketball Super League (BSL). It is a pivot that feels heavy with expectation, but if you ask the man at the helm, the stakes have not shifted an inch. Bill Jones carries the air of a man who has seen every defensive look the sport can throw at him.
Jones is the strategic architect here. He is not just looking for a winning record; he is looking for hardware. He makes his position clear from the jump. “Every season is the same, our goal and expectation is to win a championship. The switch to the BSL is no different,” Jones says. It is a blunt assessment that ignores the typical PR fluff of "rebuilding years."
The BSL represents a gamble on North American connectivity. For years, the National Basketball League of Canada felt like a contained experiment. Now, the walls are down. The Express is hunting for relevance across a broader map, and Jones is the one holding the compass.
His pedigree is not up for debate. You can look at the 1988–89 NBA season stats and see a player who ground out minutes with the New Jersey Nets. He averaged 3.5 points and 1.3 rebounds over 37 games. But it was in the Continental Basketball Association (CBA) where he really sharpened his teeth. All-Rookie First Team. All-CBA Second Team. A 1995 All-Star.
This history matters because it informs his bench presence. When he transitioned to coaching in Windsor, he brought a philosophy that prioritizes tempo over everything. It worked. The back-to-back championships in 2013 and 2014 are not just memories; they are the blueprint. As both head coach and VP of basketball operations, he has total control over the roster's DNA.
And the BSL is the new laboratory for that DNA. Jones sees this as a chance to break out of the regional bubble. “It is a great way to grow basketball in all of North America as we face teams from both Canada and the USA,” Jones says. This is about more than just points in the paint. It is about market share.
But do not expect him to rewrite his playbook just because the league name on the jersey changed. The Express has a system. It is a high-octane, exhausting style of play that punishes teams with short benches. “The new league has not had much impact on our strategy. What we have been doing for the past 11 years has worked and we intend to stick to it,” Jones says.
There is a technical advantage to Windsor’s geography that often goes overlooked by analysts. Being a border city is a recruiting tool. It turns a Canadian outpost into a home game for American families. “For our players, it is very significant. A location this close to the border allows for the opportunity for the friends and families of our players to come watch them play,” Jones says.
The logistics of the BSL could have been a nightmare. Travel kills teams in these smaller leagues. But the 26-game split—12 on the road and 14 at home—is a familiar rhythm for the Windsor front office. “Realistically this number of games fits our model well. In past seasons, game numbers have been very similar so the league mandate of 12 road games and 14 home games fits well for our organization,” Jones says.
The roster construction this year feels like a mix of nostalgia and desperation. You have the returning veterans who remember the sting of last year’s exit, and you have the new blood looking for a paycheck and a ring. Jones is banking on that friction.
It’s tough but my belief in God and taking my medication every day and regularly speaking to my therapist, that is what helps me stay focused and mentally strong.
“After a good run last year, we wanted to bring back players who are hungry to redeem themselves, but also bring in new guys who are hungry to make history by becoming the first champions of the BSL,” Jones says. It is a calculated gamble on ego and ambition.
The return of Latin Davis and Ja’Myrin Jackson provides a safety net. These are players who understand the Windsor pace. They do not need a tour of the facility; they need to produce. Jones is looking for a specific type of psychological profile in his recruits.
“We’ll use the same approach we have used up to this point. To have players that are tough and mentally strong to compete in a GREAT league every night. When players both new and old have the same mindset, they will work well together,” Jones says. He is not interested in coddling talent. He wants grinders.
The "recipe" for the Express has always been about the triple digits. If you aren't scoring 100, you aren't playing Windsor basketball. It is a philosophy of controlled chaos. “To play fast and over control has always been our goal - to push the ball and be in great condition. This has always been our recipe for scoring over 100 pts. Keeping with this strategy will bring success in these areas,” Jones says.
But you cannot outscore everyone if you cannot stop a pick-and-roll. That is where Associate Head Coach Aaron McDonald comes in. While Jones manages the macro, McDonald is in the weeds of the defensive rotation. “Our associate head coach Aaron McDonald has implemented a heckuva defensive scheme on ways to force the ball and great pick and roll coverages,” Jones says.
The coaching structure here is more corporate than it looks from the stands. Jones has delegated the granular player development to his staff. He is the CEO of the court. “I have a team of coaches around me that handle the player development during practice and after. My job is to manage and oversee that process,” Jones says.
There is a vulnerability to Jones that you do not often see in professional sports. He is open about the internal labour required to stay at the top of his game. It is a refreshing departure from the "tough guy" coaching trope.
“It’s tough but my belief in God and taking my medication every day and regularly speaking to my therapist, that is what helps me stay focused and mentally strong,” Jones says. It is a powerful admission. It humanizes the man holding the clipboard and sets a tone for the entire organization regarding mental health.
The focus in practice is rarely just about the X's and O's. It is about the lungs. If the Express stops running, they start losing. “Our main focuses are conditioning for game performance as well as encouraging and teaching our philosophies on and off the court, ensuring everyone is on the same page,” Jones says.
As the BSL finds its footing, the Express is forced to adapt to a shifting landscape. The scouting reports are thinner. The travel is weirder. But information is the currency of the new league. “It’s a new way of basketball, so it will be important in our approach, so getting our players all the information we can is essential to determine strengths and areas we need to work on to be successful,” says Jones.
Communication is the only way to prevent a mid-season collapse. Jones is a talker. He believes in the power of the daily check-in to keep the roster from drifting. “We get better every day by talking about goals and progress as well as expectations of the guys each and every day,” Jones says.
He is chasing the feeling of that first title. There is a sense that the BSL is an opportunity to bottle lightning a third time. “Our first Championship as the Windsor Express was magical. The excitement that we brought to the organization, community and our friends and family. And of course, we can’t forget about our FANS!” Jones says.
The bigger picture is the survival of the sport in a hockey-obsessed country. Jones is playing the long game. He knows that every win in the BSL is a recruitment poster for the next generation of Canadian guards.
“We want to see a continuous growth of the sport in Canada. Canada is mostly known for hockey, but if we continue to put a good production on the floor and draw people in, more kids will start playing. The sport will become more popular,” Jones says. It is a noble goal, but one that requires consistent excellence.
The fans in Windsor are a loyal, loud bunch. They have stayed through league collapses and roster overhauls. Jones knows he owes them a show. “We LOVE our fans we thank them for their support this far and ask that they continue to bring that support and energy on our journey to becoming the first BSL champions!” Jones says.
The BSL era is here. Whether it thrives or withers depends on franchises like the Express. They are the anchor. With Jones at the helm, they aren't just participating; they are trying to take over the whole building.
Watching this team from the baseline, you see the sweat and the frustration. You see a coach who is as invested in the mental health of his players as he is in their field goal percentage. It is a rare combination in a business that usually treats people like assets.
The Windsor Express is more than a basketball team. It is a decade-long experiment in resilience. And if the Montreal win was any indication, the experiment is far from over. Jones is still here. The plan is still the same. Win it all or don't bother showing up.
Get Tickets
