SFL names Alex West SFLm Commissioner

by Cameron Irvine

The Simulation Football League will begin the process of bringing on production staff for the first time in its 23 season history with the naming of Alex West as SFLm Commissioner. West will be overseeing all aspects of the SFLm in 2025 and will be preparing for the league's restructuring behind the scenes through the end of 2024 as the 9th season resumes Wednesday October 30. 

"For the SFLm to succeed, it needs its own passionate team," said SFL Commissioner and founder Cameron Irvine. "In nine seasons it has never had that - from its league leadership to its team leadership to the broadcast team to the game day operations. It's a huge leap for the organization, but one that I believe Alex will handle with great pride. The best thing for the SFLm is to have leadership that is making new players its top priority."

With this move, the SFLm plans to operate four teams in 2025, with nine-game regular seasons running concurrent to the SFL season. Under West's leadership, the goals laid out are the following:

  • Improve the new customer experience for incoming rookies by establishing a 12 month "Rookie-to-Pro Pipeline"
  • Establish public documentation on every basic front office / coaching role
  • Form a network of mentors to work with rookies 1-on-1 in teaching these concepts
  • Establish and actively recruit for the SFLm Broadcasting Team
  • Make adjustments to draft eligibility to encourage pro teams to take an interest in the SFLm to ultimately reinstate the semi-annual draft.
  • Enhance the quality of the SFLm product with the primary goal of keep the SFLm as a whole
  • Grow the SFLm organically by creating a "First Steps to Ownership" guide
  • Be available, receptive, and responsive to customer feedback and complaints.
  • Establish an SFLm show that runs concurrent to the games by Season 11

The ultimate goal of all these changes is for new customers to become attractive draft prospects with skills to offer off the field if they so choose in addition to having competitively viable player builds at the professional level after a 12 month period of continuous progression.

Alex West came up through SFLm as a player, was drafted by the Tulsa Desperados and continued on with the team under new Lexington Miners leadership and has experienced the SFL as a rookie and on the dev team. He now heads their scouting department, joined the broadcast team and just won the Matt Willson Analyst of the Season award given out to the top contributing/rising star analyst on SFL broadcasts. His assentation and passion for the SFL and more specifically the SFLm, is unmatched and his experience at all levels of the current system allow a unique and valued perspective on its current functionality.

"I fell in love with the idea of the SFL as soon as I found it on a wayward Google search," West said. "13 months later, I can't imagine life without it. I believe in the viability of the SFLm both as a launching pad for new customers to get hooked on our crazy community, and as the delivery vehicle for quality players to the flagship league. So, to that end, my focus as the commissioner will be on enhancing the new customer experience and enhancing the quality of talent pool both on and off the field."

Participating teams and the process of those selections will be announced by West at a later date. The SFLm will continue under its current model and with its existing eight teams through Season 9 and the upcoming rookie draft in December.