Tell Us Your Story. What motivated you to start your business? Why are you passionate about what you do?

My name is Dominique Juric, and I moved from Ontario to the west coast 5.5 years ago, spending 5 years in Whistler, BC, before recently relocating to Tofino. I founded Natural Freedom in 2021 during COVID as a creative outlet, initially selling merch and photos. However, in 2022, a pivotal moment came with our first event, "Take a Hike," where over 20 women hiked on Blackcomb, supported by Merrell. The energy and empowerment I felt that day ignited a passion to create more experiences, leading to 23 events in 2023 and around 15 so far this year. Natural Freedom has become a space to bridge the gap for those intimidated by outdoor activities, offering guidance and a welcoming environment.

Describe and demonstrate, including metrics, your community support. How do you support and uplift your community, and how do they show that support in return? Minimum 25 words, maximum 2500 characters.

Our Instagram community has been instrumental in our growth. The genuine connections formed through sharing event experiences have organically expanded our reach. I strive to maintain a safe, fun, and authentic atmosphere, which resonates with our followers and attendees. Our events consistently sell out quickly, demonstrating the community's enthusiasm and support for what we are doing.

Why do you deserve to win the Business Impact award?

Winning the Business Impact Award would enable Natural Freedom to continue offering events and workshops at a lower cost, reducing financial barriers that may prevent people from engaging in outdoor activities. By receiving this award, we can further our mission of creating inclusive and empowering experiences in the outdoors, ensuring that everyone, regardless of their financial situation, feels welcomed and supported.

Tell Us About Your Culture. How are you creating a sustainable and healthy workplace where everyone feels welcome? Provide examples of leadership you show in interactions with clients, vendors, contractors, staff and others.

As the sole person behind Natural Freedom, I collaborate with various brands, companies, and individuals to host inclusive events. Our focus is on creating welcoming spaces, often exclusively for women or non-binary individuals, to ensure comfort and accessibility. For example, we've hosted workshops like Basic Car Maintenance for women and Financial Workshops for entrepreneurs. Our outdoor events are designed to lower barriers, making them more accessible and enjoyable for all participants. We have organized typically male-dominated and intimidating activities like Fly Fishing and Skateboarding, and even hosted an unsanctioned half marathon called the Yeehaw Half (which is happening again this October for a second year in a row), providing participants with a custom 12-week training plan and resources.

Why do you think you should win the Premier’s People’s Choice Award?

Natural Freedom began as a personal endeavour to explore the outdoors and share these experiences with like-minded individuals. The sell-outs of our events and the passion for participation in our community highlight a clear demand for what we offer. We go beyond outdoor activities by providing workshops like Guided Forest Therapy Walks, promoting holistic well-being, and fostering a sense of belonging. Our commitment to community connection and creating a safe space for individuals to try new activities makes us deserving of the Premier People’s Choice Award. This recognition would not only validate our efforts but also inspire us to continue expanding our offerings and impact.