Upstream isn’t just another program. It’s a process that makes life make sense.
Helping people understand their own minds—so they can think, feel, and live differently.
About Us
Upstream wasn’t created in a boardroom. It was built from real conversations—with real people—trying to make sense of their inner world.
For years, Troy White worked in trauma recovery, addiction support, and community leadership. Again and again, he saw people stuck in the same cycles and trying to cope, to push through, trying to “do the work,” only to end up back where they started. Not because they were broken, but because no one had taught them how their minds actually work.
So he asked a question:
What if we could teach people how their brain is wired—then show them how to rewire it?
That question became the foundation for the Upstream ModelTM. A step-by-step process that helps you understand your emotional patterns, trace them to their root, and shift how you think, feel, and respond.
Upstream is not therapy, because it’s not about retelling every detail of your past.
It’s mental and behavioral training—through clarity. It’s habit retraining, emotional awareness, and personal peace—rooted in how your brain actually works.
We work with individuals, parents, leaders, and organizations who are tired of managing symptoms and want to understand what’s really going on underneath. People who want something that’s clear, teachable, and lasting.
And we hear the same thing again and again....“This finally makes sense.”
Because Upstream is designed to make sense. It’s built on neuroscience, real-world testing, and the belief that once you understand what’s happening inside, you can finally do something about it.
If traditional therapy hasn’t worked—or if it just doesn’t feel like the right fit—Upstream offers a different path. One that’s simple, repeatable and actually changes how you live, not just how you cope.
It does not happen overnight, but permanently.
We help:
People struggling with anxiety, trauma, depression, or anger
Parents who want to stop reacting and start connecting
Leaders trying to change toxic culture without burning it all down
The Upstream Team
Troy White
Founder and CEO
I'm Troy White, Founder of Upstream Enterprises and Beyond the Barriers. I live in Fargo, North Dakota, originally from Mandan, ND. I was born and raised with a lot of love and a lot of pain, both shaped me beyond any belief.
I spent the first part of my career in advertising after receiving my degree is mass. comm and advertising. I used it to run my agency, Image Communications, for 13+ years. But, I always knew there was something more, something bigger I was supposed to be doing. I didn’t just want to help people sell things (though I did enjoy it), it was much deeper than that. I wanted to help people stop suffering from trauma. Especially the kind of suffering they do to themselves—and don’t even know why.
That’s why I created the Upstream Model™. Not another therapy program—it’s something else entirely. A process to learn. A system to understand... A visual, repeatable model that helps people understand why they think, feel, and react the way they do—and how to actually change it for good.
And honestly, I built it because I needed it. I struggled with anxiety and situational depression for years that led me to try therapy and mindset work. Both of them helped a little—but not enough. So I started putting the pieces together through psychology, cognitive restructuring and habit-building by my own experience. What I created, was something that finally made sense and was logically sound, And more importantly—worked.
Today, I work with all kinds of people. Leaders, teachers, and recovery groups... People who’ve been to therapy for years and are still stuck, groups that are misaligned and many more. I help them finally see what’s been holding them back—and how to move forward.
And the most common thing I hear:
“This made more sense in two hours than anything I’ve tried in two years.”
Lisa Lively
CMO
Meet Lisa Lively, our Chief Marketing Officer. A role that feels less like a title and more like a calling.
Before joining Upstream in July of 2025, Lisa built a career around learning how brands can speak clearly and connect deeply. With a background in creative strategy, branding, and copywriting, she spent the previous five years working within the IT Industry, understanding how both the IT provider and the vendor for the IT provider, could clarify their message and turn good ideas into plans that matter. Then came Upstream, and it was the next thing to tackle.
This wasn’t about finding more time to monitor clicks, generate marketing campaigns or another feel-good mission statement that pulled at her heart. But instead, it was personally transformative, because it aligned perfectly with how she worked through her own trauma.
After working through the beginning of the Upstream Model™ with Troy, she knew this wasn’t just something she could do, but a thing she would regret if she didn't do. It was something she wanted to protect, grow, and scale.
Because Upstream is a shift, a way of thinking that finally makes sense of emotional patterns, and gives people tools to actually change them.
Lisa brings a sharp eye for storytelling, a deep understanding of brand behavior, and a wild brain to the Upstream team. She’s interested in building something that lasts—and in making sure the people who need this work can find it, feel it, and move forward because of it.
OUR PARTNERS
And we're just getting started. Because the need is real, the stories are powerful...
And we’re building something sustainable to reach more people, in more places, with a model that works.
Want to bring Upstream to your community, team, or organization?
Frequently Asked Questions
Are We A Good Fit?
We want to be a good fit for our clients and we want clients who are a good fit for us. So here are some answers to questions we get most often that can help you decide if you should take the next step.
What is the difference between Upstream Coaching and Therapy?
There are many differences but for the most part, therapist work from a diagnose-driven perspective and often take the approach of controlling your journey through a process of questions and discussions. For those with serious mental illness, controlling the process is often necessary.
We do not diagnose mental illness or work with individuals with serious mental illness. We teach our client a process that helps him uncover the root cause of underlying problems and overcome it through a carefully planned curriculum, we walk with our clients down the path helping them apply and implement what they learn.
Can Upstream help with anxiety and depression?
Yes. The skills and tools Upstream provides will show you how to eliminate or effectively manage your anxiety or depression, depending on the cause.
Can this program help me heal from past trauma?
Yes. Our process shows you how to uncover the thoughts and beliefs caused by the trauma and how to reprogram them into something healthy.
How long does it take to see results?
Man of our clients experience a significant mindset shift in the very first session and begin to feel a difference within 3 sessions.
How old do you have to be?
Participants must be 18 years of age unless they have signed consent from a parent or legal guardian. The content is effective from about 7th grade and up.
Will I have to talk about things that make me uncomfortable or painful things from the past?
You don't have to talk about anything that makes you feel uncomfortable. Once clients begin, they quickly become quite comfortable.
As they gain confidence in their ability to use the Upstream tools to process life in a healthy way, they realize their ability to heal past wounds so they no longer affect the present.
I have experienced a great deal of success and have everything I want but I'm still feeling unfulfilled. Can this help me?
Absolutely. Sometimes we are driven to succeed by unhealthy motivators. The Upstream PathTM will uncover them and show you how to adopt healthy motivators that will allow you to achieve success and feel fulfilled once you do.
If you have further questions you need to discuss, please feel free to schedule a Discovery Call or send me an Email!
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