How Samantha Plavins Started Walking the Walk

Samantha Plavins was on the 500-mile Camino de Santiago pilgrimage in Spain when everything changed. It was 2019, and after nearly two decades in the finance industry—on track to take over her father’s company—she found herself burnt out and questioning her purpose. It was the pilgrimage that cracked her open. Somewhere along that ancient trail, a realization took hold: she could (and should) serve in other ways. It was time to walk her own walk—and help other women do the same.

With her father’s blessing, Samantha sold the family business and left corporate burnout behind. In 2020, she launched She Walks the Walk, a company that guides women back to themselves through purposeful walking adventures and authentic, lasting community. Now, as founder and CEO, she creates space for women to pause, reset, and reconnect—one mini-pilgrimage at a time.

In this interview, Samantha shares what it means to be an entrepreneur on a mission—and what it really feels like to walk her walk.

What are some of the most meaningful impacts of She Walks the Walk?

One woman at a time, I have witnessed profound shifts—sometimes even before they really happen. A SWTW member once told me, “You make me believe I can do it. And you helped me sort out why I’d want to, to experience trusting myself. That’s a gift that would change my world.“ Knowing I’ve sparked that kind of self-belief—even from afar—is everything.

On the ground, I’ve watched women like Jen—a mother of four and business owner—realize she was worthy of time for herself after climbing through the cloud forest in Guatemala. Perhaps the deepest impact is in our online community, a safe space away from the noise, where women share the messy, beautiful truth of their journeys. We even joke about our informal “50 & Fabulous Can Go Eff Itself” club because we’re not about shiny veneers. We’re about realness—and that’s where the magic happens. 

In what ways has your upbringing or past experience contributed to how you operate as a leader?

As the eldest of three, I grew up feeling pressure to knock it out of the park. Achievement became my currency. It earned praise from my dad (my hero) and validation from pretty much everyone else. But that relentless drive to please eventually led to a full-on nervous breakdown when I was twenty-seven. It wasn’t until I walked the Camino in 2019 that I began to unpack all of it. 

Today, I’m far more attuned to my boundaries and needs, which has reshaped how I lead. I turn off social media notifications. I’m more relaxed about feeling the need to respond immediately. That shift—from human doing to human being—has made space for others to show up just as they are. 

Take my global book club, for example. I host it, but I don’t always read the book. (Truth bomb: I rarely read the book!) It turns out that honesty has created a more inclusive space where women feel free to come as they are, too. 

What have been the hardest and most rewarding parts of your entrepreneurial journey?

The hardest part of my journey has been the slow burn. Ironically, this has also been the most rewarding. I launched She Walks the Walk in January 2020, blissfully unaware of the curveball coming my way: COVID-19. It stalled everything. No one was traveling and uncertainty ruled the world. Add in unexpected provincial red tape, a solid dose of imposter syndrome, and the guilt of investing a large chunk of our family’s retirement savings without immediate return, and there were days when I questioned everything. 

After being the primary breadwinner for years, I wasn’t used to not making money. To bridge the gap, I picked up a part-time serving job for quick wins, which gave me breathing room to keep building the bigger vision. That period forced me to get creative, deepen my community, speak on stages, and write a book (out this fall!). Convincing women to carve out space for themselves isn’t quick work—but neither am I. I’ve learned to embrace being a slow burn.

“Convincing women to carve out space for themselves isn’t quick work—but neither am I. I’ve learned to embrace being a slow burn.”

Has your definition of success evolved throughout your journey as a founder?

Absolutely. Coming from a career where money and accolades were the barometers of success, I knew I had to redefine it on my terms. I was tired of conflating success with happiness. Initially, I thought success would mean sold-out adventures and immediate scaling. But I’ve realized that small, intimate groups of women are more my jam—and that’s where the deeper transformation happens. 

Now, success looks like the personal notes I receive after one of my rambling-but-real newsletters, or hearing that Laura, a CrossRoads alum, found the courage to buy her wedding decor business. It’s the quiet wins and the ripple effects I didn’t always see coming. The money will come; I trust that. But for me, it’s about the impact. 

We dare you to brag: what achievements are you most proud of?

I’m proud of my stick-to-itiveness. When everything felt like it was turning upside down—the pandemic, losing my father, early start-up mistakes—I never lost faith in my vision. And I didn’t wallow; I got busy controlling what I could. I launched a podcast, wrote a book (The Sam I Am—One Woman’s Search for Meaning, Miracles and Potato Chips on the Camino de Santiago, coming this fall), and expanded my brand through powerful collaborations. One of those partnerships led me to co-produce In Search of Happiness, a documentary that took two women from different generations (yep, I was one of them!) all the way to Bhutan to hike one of the toughest treks in the world. We attracted sponsorships from big outdoor brands like Osprey, Feathered Friends, and Pelican—and we over-funded our Kickstarter campaign by 173%. Just for fun, I took my message of finding our truth (and our joy) to the stage, landing as a finalist in an international speaking competition with my first-ever speech: Yes, Daddy.

What would you tell your younger self if you were to start your professional journey all over again?

I’d tell her there’s nothing she can’t handle—and to stay true to herself and her values, no matter what. She already knows she can’t just talk the talk; she needs to walk it. But I’d whisper that one day, she won’t care so much about outside validation. And that shift will change everything. 

How would you describe the journey you’ve had in a few sentences. And would you do it all over again?

The journey has been much like my hikes—a wild ride through bumpy, varied terrain, complete with fierce storms to ride out, epic sunrises, and dark windy nights where I’ve found myself asking, Why the hell am I doing this? But keeping with the metaphor, I’d absolutely take on this adventure again. In a heartbeat. And I’m still walking!