The True North Project
A movement for people ready to live with clarity, courage, and purpose.
Who I Am
My name is Samantha Turchin. I’m a mother, an entrepreneur, a truth seeker, and a truth teller.
My life has been shaped by loss, struggle, faith, and resilience. I’ve started businesses from nothing, rebuilt my life more than once, and learned that survival and success are created through discipline, clarity, and relentless work.
I’m not here to preach. I’m here to tell the truth — the truth that helped me change my own life.
→ 2001 — Loss That Changed Everything
At 21, I lost my father.
It shattered my world and shaped the next 20 years of my life.
Anxiety moved in and stayed, and I spent years learning how to live with it and fight through it.
→ 2002 — Running From Everything, Including Myself
I moved to Guernsey in the U.K.
I didn’t find myself there — I lost myself.
Two years of distraction, survival, and pretending I was okay.
→ 2005 — Struggling to Become an Adult
I jumped from job to job, constantly broke, constantly trying to figure out who I was supposed to be.
Money was a battle. Identity was a battle. Life was a battle.
→ 2012 — The North Changed Me
I moved to Northern Ontario and then to the Canadian Arctic.
It was isolating, humbling, and transformational.
The north will shape you if you let it — and it did.
I learned responsibility, resilience, and what it really means to be an adult.
→ 2014 — A New Chapter
I returned from the Arctic with a different mindset:
No one was coming to save me, and excuses didn’t build futures.
→ 2015 — Love, Partnership, and a New Country
I moved to the United States to marry my husband, starting life from scratch — again.
→ 2018 — A Miracle After a Geriatric Pregnancy
I became a mother.
My daughter changed my purpose, my priorities, and my future.
→ 2019 — Fired by a Best Friend
My husband lost his job — not just from anywhere, but from his best friend.
It was painful, embarrassing, and the push we didn’t ask for.
→ 2019 — Our First Business, Built on Faith and Pressure
With no plan and no safety net, we started a business on a wing and a prayer.
Everything we built came from grit, not luck.
→ 2020–2024 — Survival, Setbacks, and Fight
COVID hit.
The economy crashed.
We survived shutdowns, “free money” that came with strings, lawsuits, financial threats, and moments where bankruptcy felt close enough to breathe on us.
We didn’t quit.
→ 2025 — The True North Project & Foxura
After everything — the losses, the rebuilding, the fights, the survival — something became clear:
People don’t need motivation. They need direction.
Something real.
Something grounded.
Something that teaches discipline, clarity, truth, and resilience.
So I built Foxura.
And I built The True North Project.
To help people — in life and in business — build futures they’re proud of.
Why This Exists
Why I Started The True North Project
I created The True North Project because people don’t need more hype — they need a compass.
A direction.
A reminder of who they are and what they’re capable of.
There was a point where I looked around and realized most people were lost — not because they were weak, but because the world had become loud, confusing, and dishonest.
People were drowning in advice, motivation, and social noise… but starving for direction, discipline, clarity, and truth.
The Moment Eveything Changed
Everyone reaches a point where the map they were following stops making sense.
The True North Project began there — at the moment I stopped trying to fit into the world and started building a life aligned with who I really was.
What We Refuse to Accept
A world where people don’t think for themselves
Kids being indoctrinated instead of educated
Comfort chosen over courage
A society that demands silence instead of honesty
Small businesses crushed by corporations and rigged systems
Excuses instead of accountability
Empowerment defined by likes, filters, and followers
People living under labels that don’t belong to them
Soft lies instead of hard truth
What We Believe
Tough love and real love
Kindness over vanity
Courage over comfort
Action over approval
Building instead of complaining
Personal responsibility
Discipline as a daily choice
Truth, even when it’s uncomfortable
Raising children who are strong, capable, and grounded in reality
A world where people can build their dreams — if they work for them
The Manifesto
We believe nothing in life is free — and everything worth having must be earned.
We believe success is built on discipline, self-respect, and the courage to adapt when life shifts.
We believe two things can be true at once — you can be strong and still healing, tired and still fighting, unsure and still moving forward.
We believe in tough love, real love, honest conversations, and helping people rise — not out of ego, but out of responsibility to each other.
We believe in building lives that mean something — not for approval, but for legacy.
Not perfect — but real, grounded, and earned.
You’re Not Lost — You Just Need a Compass
The compass is already inside you.
The True North Project helps you trust it again — through discipline, direction, accountability, and community.
I don’t care where you’ve been — I care where you’re going.
If you’re ready for clarity, action, and a life built on your terms, you’re in the right place.
— Samantha Turchin, Founder
