As a kid growing up in High Level, Justin LaRocque remembers how his family’s fortunes changed when his dad got a loan to start a new industrial safety business.
That loan came from Apeetogosan, the commercial lending arm of the Métis Nation of Alberta.
Now, LaRocque sits on the Apeetogosan board, where he makes the decisions that help future Métis entrepreneurs begin their business ventures. He also was part of the human-resources board that helped Apeetogosan pick its new executive director.
“It’s a full circle,” he says.
He’s inherited his parents’ love of entrepreneurship — not only as a serial business backer, but as the head of River City Leaders Forum, where entrepreneurs can gather, share and learn from each other.
“As an entrepreneur, it can be lonely,” he says. “You don’t really want to bring your problems home to the family. You can’t really talk about some of these things with your employees. So, it’s a safe space, primarily for entrepreneurs but for all leaders, to come and hear from others in similar situations — and grow together.”
LaRocque and his wife have two kids, and he’s learned to ground himself through meditation and journaling. He’s embraced his new passion for the triathlon. But he’ll always be a business builder.
“The biggest thing I’ve seen is the power of entrepreneurship. It gives families the ability to have financial freedom and flexibility.”
This article appears in the Nov/Dec 2024 issue of Edify
