January 2, 2025
North Star Recovery & Wellness, a Utah-based company, is redefining behavioral health. Founded by Jay Tobey, the organization focuses on treating the whole person — mind, body, and spirit — while striving to improve behavioral health care.
Jay’s entrepreneurial journey began long before North Star. Raised by a single mother, he learned the value of hard work and independence. Mentored by neighborhood role models, he developed an early interest in real estate, flipping homes, and investment.
There are many insights to be learned from Jay’s entrepreneurial journey, along with his advice for building a purpose-driven business:
Find a need and fill it
Identifying unmet demand and addressing it with care and intention has been central to North Star’s success. Behavioral health, often overlooked, presented an opportunity to make a meaningful and much-needed impact, particularly in lower-income populations.
Take bold risks for growth
Despite warnings from advisors, Jay saw potential in serving the community’s most vulnerable populations. Jay, newly married and having left college early, invested in a struggling rehab facility in Ogden, Utah. By overhauling leadership and operations, Jay transformed the facility, even as it faced challenges like low margins, high demand, and COVID-19. “Real impact requires bold decisions,” he emphasizes.
Focus on impact over profit
While profitability is essential, North Star’s mission centers on making a tangible difference in people’s lives. Jay states, “Even in the hardest circumstances, transformation is possible with the right approach. Our story isn’t just of business growth; it’s a testament to doing what’s right even when it’s difficult.”
Invest in community and relationships
Jay credits his company’s growth to Utah’s collaborative, entrepreneurial community, as seen in North Star listing Silicon Slopes’ Startup Alley among the resources that helped contribute to its success.
When asked, “Why Utah?”, Jay says, “Utah is home. It’s where I’ve built relationships and seen the strength of community firsthand. The state’s supportive business environment and focus on health and wellness have been pivotal in shaping and growing North Star.”
As North Star Recovery & Wellness expands, its mission remains clear: empower individuals on their path to recovery. Through bold decisions and a focus on holistic care, the company is proving that real change begins with purpose.
The information in this article is current as of the publishing date and is intended for informational purposes only. This article does not, and is not intended to, constitute legal, tax, or business advice. Any resources and organizations mentioned, unless an entity of or a partner of the state of Utah, are not formally endorsed by the Startup State Initiative or state of Utah.