Building the Next Generation of Indigenous Entrepreneurs: Inside Bears’ Lair

In this exclusive feature, Geena (Tsetasiya) Jackson, Co-Founder of Bears’ Lair Dream Camps and Creator and Executive Producer of Bears’ Lair TV., shares how Indigenous entrepreneurship, youth empowerment, and economic reconciliation are creating opportunities across Canada. A shíshálh Nation entrepreneur with over 25 years of experience, Geena has supported more than 860 Indigenous entrepreneurs through business development, mentorship, and community partnerships.

Through Bears’ Lair Dream Camps, Geena has helped reach over 3,500 Indigenous youth across 90+ communities, fostering entrepreneurship, financial literacy, and leadership skills. By combining business development, storytelling, and community-driven initiatives, Geena continues to strengthen Indigenous economic participation and inspire future generations of entrepreneurs.

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What inspired you to create Bears’ Lair Dream Camps, and what have you learned from the Indigenous youth and communities you have worked with

Bears’ Lair Dream Camps grew from a simple belief: Indigenous youth should see themselves as entrepreneurs, leaders and creators of their own futures.

Too often, our young people hear about the barriers facing Indigenous communities before they hear about the possibilities available to them. I wanted to help change that narrative. Entrepreneurship is about so much more than starting a business. It builds confidence, communication, financial literacy, problem-solving and, most importantly, the belief that your ideas have value.

What I’ve learned from the thousands of young people we’ve worked with across Canada is that the talent is already there. Our job is to create the space, provide the tools and surround them with people who believe in what they can become.

I’ve watched youth arrive at camp hesitant to speak in front of the room and, days later, confidently pitch a business they created with their team.

Our communities have also taught us to listen first. Every community has its own strengths, priorities, culture and stories. That’s why Bears’ Lair is built around relationships, community and creating opportunities for Indigenous youth to recognize the incredible potential already within them.

What does meaningful economic reconciliation look like in practice, and how can Canadian businesses contribute to it

Meaningful economic reconciliation recognizes that we can’t change the past, but we can learn from our history and work together to build bridges between Indigenous cultures, communities and Canadian business.

I call it reconcili-ACTION — a forward-moving mindset focused on creating positive, lasting impact for Indigenous communities while engaging industry leaders and businesses that genuinely want to make a difference.

Reconciliation also means looking beyond one day of recognition. We need to take the meaning and symbolism of that day and put it into practice every day. Truth first. Reconciliation always.

For Canadian businesses, that means moving from intention to action. Who are you buying from? Who are you hiring and developing? Are Indigenous businesses in your supply chain? Are communities being included as true partners? Are you investing in the next generation?

At Bears’ Lair, we believe that investment needs to start with our youth — building confidence, financial literacy, networks and entrepreneurial skills while showing them what is possible.

Economic reconciliation is ultimately about relationships, opportunity and shared prosperity — creating pathways for Indigenous people not only to participate in Canada’s economy, but to lead it.

How are Bears’ Lair Dream Camps helping Indigenous youth see entrepreneurship and leadership as possible paths for their futures

We help Indigenous youth see entrepreneurship and leadership as possible by giving them the opportunity to experience both for themselves.

At a Dream Camp, young people aren’t sitting in a classroom being told what entrepreneurship looks like. They experience it. They identify an idea, build a team, develop a business concept, learn about financial literacy and marketing, and ultimately pitch their idea to a panel of judges. Along the way, they’re communicating, solving problems, making decisions and discovering their own leadership abilities.

But entrepreneurship is only one part of the experience. It’s also the games, team-building and shared moments that create trust within the group and give each young person the confidence to show up as themselves.

We want every youth to know that their identity, their stories, their culture and their personality are strengths they can bring to the forefront. We’re not trying to create one type of entrepreneur or leader. We’re creating a space where young people can discover what leadership looks like for them, find their voice and recognize the value of what they uniquely bring to the table.

Representation is also incredibly important. We bring Indigenous entrepreneurs, business leaders, Elders and community members into the experience so youth can see people who share their backgrounds succeeding in different ways.

One of my favourite moments is watching the transformation that happens over just a few days. A young person who may have been hesitant to speak on the first day can be standing confidently in front of a room presenting their idea by the end.

That’s what we want them to leave with: not just knowledge about business, but confidence in themselves and the belief that their ideas, voices and futures matter.

Bears’ Lair has grown into an ecosystem spanning entrepreneurship, media, talent development and community initiatives. What have you learned about scaling while staying grounded in purpose

One of the biggest things I’ve learned is that growth can’t just be about getting bigger. It has to be about creating a deeper and more sustainable impact.

As Bears’ Lair has expanded into entrepreneurship, media, talent development, renewable energy and community initiatives, our purpose has remained the same: creating opportunities for Indigenous people to see themselves, their ideas and their communities represented in Canada’s economy.

The ecosystem has grown because the needs are connected. A young person who discovers entrepreneurship at a Dream Camp may eventually need mentorship, access to capital, employment opportunities, networks or a platform to share their story. When those pathways connect, we can support people beyond a single moment or program.

Scaling responsibly also means listening. What works in one community may not work in another, so growth can never come at the expense of relationships or community priorities.

For me, staying grounded means continually asking a simple question: does this create meaningful opportunity and lasting value for Indigenous people and communities? If the answer is yes, then we know we’re growing in the right direction.

What do you hope the next generation of Indigenous entrepreneurs will change about Canada’s business landscape

I want to see Indigenous entrepreneurs building companies that are innovative, globally competitive and grounded in their cultures and values. I want Indigenous ownership and leadership to become a normal and expected part of every sector of our economy—not something we treat as exceptional.

This generation also has an opportunity to bring a different perspective to business. Many of the young people we meet already think about success beyond profit. They talk about community, sustainability, creating jobs, preserving culture and building something that can benefit the generations that follow them.

That mindset is incredibly powerful.

My hope is that the youth coming through our programs today become the founders, executives, investors and community leaders of tomorrow—and that they bring others with them.

Ultimately, I want a young Indigenous person with a great idea to believe there is a place for them in Canada’s economy, that they have every right to lead within it, and that they can help shape what comes next.

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Disclaimer:

The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.