The Phoenix Recovery Center was built through the shared vision, resilience, and faith of Jake and Emily Shoff. Together, they created more than a company—they built a place of healing, connection, and transformation for individuals and families facing addiction and mental health challenges. Jake’s passion for helping others and his natural ability to lead with both strength and compassion laid the foundation of The Phoenix, while Emily stood as an equal partner in its creation—helping guide its direction, encouraging the move to the Salt Lake Valley, and inspiring the name and symbolism of “The Phoenix,” a reflection of their own journey of rising from loss and rebuilding with purpose.

From the beginning, Emily played a critical role in shaping the growth and long-term vision of the organization. Together, they built The Phoenix with intention—prioritizing integrity, clinical excellence, and a level of care where people feel truly seen and valued. What started with humble beginnings grew into a trusted leader in behavioral health, not by chance, but through disciplined decision-making, shared sacrifice, and an unwavering commitment to doing things the right way. Their focus was never simply growth—it was building something meaningful, lasting, and deeply impactful.

Today, Emily leads The Phoenix Recovery Center as CEO, carrying forward the vision she and Jake built together. Following his passing, she stepped into leadership with clarity, strength, and purpose—honoring his legacy while confidently guiding the organization into its next chapter. Alongside the experienced leadership team they built, Emily continues to elevate the standard of care, protect the culture that sets The Phoenix apart, and expand its reach to help even more individuals and families. The mission remains unchanged: to help people rise, to restore lives, and to ensure The Phoenix continues to “Rise Above” for generations to come.