Originally published in 2020. Updated July 2025 for context.
Joelle Foster’s name has long been synonymous with entrepreneurship in Manitoba. From her early days helping startups through Futurpreneur to her current role as President & CEO of North Forge, her career has been built on cultivating talent, building communities, and breaking down barriers for innovators across the Prairies.
A Lasting Legacy of Entrepreneurship
Before becoming CEO of North Forge in 2020, Joelle served as Director for Futurpreneur Canada, supporting startups across Manitoba, Saskatchewan, Alberta, Nunavut, and the Northwest Territories. During her tenure, she played a key role in launching 325 businesses with a remarkable 91 percent success rate.
In 2018, she moved west to become the inaugural Executive Director of the Hunter Hub for Entrepreneurial Thinking at the University of Calgary. There, she launched several programs from scratch, including the first North American Innovation Academy, a health innovation portfolio, and WELab, a project focused on supporting women entrepreneurs.
Yet her heart never left Manitoba.
A Return to Build and Scale
In 2020, Joelle returned home to take the reins as CEO of North Forge. It marked more than a career milestone—it was a full-circle moment. Joelle had been a founding board member of North Forge and had helped shape the startup ecosystem in Winnipeg from its early days.
“Joelle is going to hit the ground running. She knows all the key players and has immense respect from the innovators and entrepreneurs who have worked with her in the past,” said Stuart Henrickson, then Board Chair. “She earned that not only by helping so many people get their start with Futurpreneur funding but literally getting her hands dirty as a volunteer in the creation stage of North Forge.”
Founding board members Kerry Stevenson and Chris Johnson echoed this sentiment, emphasizing Joelle’s unique ability to bring focus, energy, and connection to Manitoba’s innovation sector.
Building North Forge’s Next Chapter
Since stepping into the role of CEO, Joelle has led major initiatives that continue to define North Forge as a hub for entrepreneurial excellence. She expanded the Fabrication Lab, one of the largest publicly accessible facilities of its kind in North America, and helped North Forge secure a spot in the University of Manitoba’s new Innovation Hub.
Under her leadership, North Forge has sharpened its focus on supporting startups by entrepreneurs, for entrepreneurs. Joelle’s commitment to inclusive innovation, economic growth, and grassroots community building continues to drive forward the organization’s impact.
An Unforgettable Impact
While Joelle’s professional achievements speak volumes, her influence is perhaps best summed up by those she has mentored.
Obby Khan, Founder and CEO of Shawarma Khan and Green Carrot Juice Company, credits her support as foundational to his early success.
“I’m honestly not sure my businesses would have gotten off the ground without her,” said Khan. “From our first meeting five years ago when I had no idea what I was doing, to today when I still don’t know what I’m doing, she has always been there for me with her support, wisdom, and love.”
Fashion designer Lennard Taylor added,
“Joelle has been such an integral part of the entrepreneurship community. She’s like a mother to all of us… nurturing, loving, and so devoted to seeing us shine.”
Joelle often refers to the entrepreneurs she’s helped as her kids. Her belief in giving back as a form of leadership has shaped not just North Forge, but the wider startup community.
“I’ve been so fortunate to help other people plant successful entrepreneurial seeds here, and I’ll always be watching them grow,” she said.
Join the Movement
Looking to scale your business or give back to the entrepreneurial ecosystem? Join North Forge and connect with a community led by entrepreneurs like Joelle Foster who are committed to building the future of innovation in Manitoba and beyond.
