James Benford will enter his eighth season as an assistant coach on the Bruin coaching staff in the 2023-24 season. 

Coach Benford – who goes by Ice – began his coaching career in 2003 coaching boys' basketball for College Prospects of America before moving on to Heartland Premiere from 2005-06, and Midwest Stars in 2008.

Since arriving at BU, Benford has successfully recruited both locally (Iowa, Nebraska) and nationally, landing players from California, Nevada, Georgia, Texas, Missouri, Kansas, Michigan, Washington, D.C., Minnesota, Arkansas, and Oklahoma.

Benford previously served as the assistant girls' basketball coach at Bellevue East High School for nine years, the last three of which with Blake Anderson. During a six-year span, beginning in 2006, he coached with longtime friend, Scott Jensen, and helped lead the Chieftains to over 120 victories and a pair of state championships.

Benford began his own girls' select program, Retro Hoops, in 2009 and celebrated the program's 15th anniversary this year. Benford maintains that it had been a goal of his to, "start my own program that allowed players to showcase their basketball talents and abilities; opening the door to higher education and athletic opportunities."

Benford played collegiately at Bellevue (then-Bellevue College) for Hall of Fame coach Jerry Mosser from 1987-90 and the 1991-92 season. He started every game of his Bruin career and was voted a team captain by the coaches and players in three seasons. During his junior season he was selected to play in an All-Star Game and was named MVP of the Peru State College Tournament as a senior. Benford ranks among the program's all-time leaders in five categories; steals (2^nd, 208), assists (4^th, 440), blocked shots (7^th, 47), free throws made (8^th, 243), and defensive rebounds (10^th, 310).

Benford resides in Bellevue, Neb., with his wife, Kara who he met while attended Bellevue University. Together they have two children, DaRelle and Tanisha (both Bellevue University graduates), and four grandchildren, Brekyn, Janoah, Josiyah, Amiyah, and Jia.