Homegrown Business: Jodie Middleton of B.U.T.T.E.R.F.L.Y

B.U.T.T.E.R.F.L.Y is a personal training business that takes you beyond the traditional training and delves into a comprehensive look at your needs and your mind, body, and soul. The goal is to help women achieve their goals for fitness, including mental fitness. Jodie Middleton is a licensed Personal Trainer with years of success supporting people to accentuate their best self. We spoke to her about her approach, which is more than just getting fit.


What is your business called and what does it do?

B.U.T.T.E.R.F.L.Y stands for better understanding through thorough examination, reflection, forgiveness and loving yourself. It is a transformation program designed for women. The goal of this program is to help women create a space that encourages growth and healing by removing mental blockages to develop the necessary skills to take the next steps in life to become the best version of themselves mentally, physically, and spiritually.

What made you want to do this work?

Have you ever woken up completely confused with your life? A “WTF, how did I get here?” moment (It’s ok, it’s just you and me here you can be honest.) I went to school to become an animal health technician, and when I graduated I was working in an intense laboratory facility dealing with a lot of ethical and moral issues. The world of research is a heartless façade of hierarchy with LEVELS. The job required me to move and to move quickly. Every day had its schedule of daily tasks and demands that needed to be completed. From Monday to Friday, I was ON. Breaks weren’t a priority or a necessity. You ate when you had time, and you hoped you had time that day. It was cold and sterile and it felt like working in a dungeon, with no windows to see outside. I finally couldn’t do it anymore and gave my letter of resignation.

During my time off, I woke up one day. It had been about 3 weeks since I quit with a heavy feeling of anxiety with no reason or explanation. After all, I was free from the grips of hell that was my job and had plenty of time to relax. So why wasn’t I relaxed? Why couldn’t I relax?! Every morning I felt like I needed to do something, to be productive, to be of use. Being able to relax felt foreign to me. I started doing a bit of research on anxiety and found myself researching for 3hrs a day, every day during my time of unemployment, searching for answers. I found them and they led me down a journey of self-discovery, most of it based on my childhood trauma which I had no idea I experienced and as a result became an anxiety-riddled human being. Not only does the truth hurt, but if you look for it, it will find you, kick you upside your head and slap you across your face simultaneously. I had a lot of internal unpacking to do and thus my transformation began. Self-care really isn’t about watching reruns of The Golden Girls while eating a pint of your favourite ice cream, it’s about boundaries and self-reflection. It’s about holding yourself accountable and showing yourself compassion at the same time. It’s about healing.

What problem did you want to solve with the business?

The world is full of distractions, I call it “Mouchemouche” in the form of social media, the news, and my favourite, other people’s opinions. It clouds our better judgment and perpetuates anarchy. The Pandemic really changed my view of the world. The lack of support from governments, the millions of people who lost their lives due to neglect and the threats of employment dismissals without proof of vaccination left me feeling appalled. The energy of the pandemic released a beast of emotions that most people weren’t expecting and with that came the inability to adapt to the new world. Stress, anxiety, depression, chaos and confusion were top tier. If it taught me anything, it was to prioritize myself and my well-being. I really want to help women discover their true authentic selves and pursue the life they want unapologetically. If you want to start a new business at over 40, do it. If you want a divorce, get it. If you want to move to Albuquerque and open an armadillo ranch, best believe I am going to help you get there. We can no longer just exist, it’s time to live.

Who are your clientele/demographics?

Ideally women 30-65. I say ideally because I would be of service to anyone willing to put in the effort but I find women have supernatural abilities to be so many things at once and for that reason need as many tools as they can fit in their toolbox. Women in the early stages of adulthood (18-30) are still developing intellectually and are less inclined to receive information about self-improvement.

How does your business make money? How does it work?

Currently, I provide 1 on 1 personal training and coaching for women with an hourly rate of $50/hr. The process starts with a series of questions to get a better understanding and history of my client. The first module deals with mindset and mental conditioning. In the second module, we implement physical conditioning and learn about self-discipline and the importance of consistency. The third module explores the spiritual world and how we can create a more balanced life.


Where in the city can we find your profession?

I train most of my clients at their dwelling or in a gym of their choosing. Making changes requires a lot of courage; it feels like you’re walking in quicksand, backwards, in a sand storm…it’s a lot of sand. So the transition needs to be smooth without a lot of resistance. That is why I prefer to train my clients at home because it takes the guessing work out. Just open the door and I will take care of the rest. I use callisthenics, weights and boxing as a means of exercise. Boxing is easy to pick up, offers great physical conditioning and is very empowering. Ask me about my left hook.

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

The best question would be “How can I become successful with this program?”

1. Try and believe that you will be successful BEFORE you actually become successful. A positive mindset will take you a long way. Not all the way, but a long way.

2. Take your time and be patient with yourself. It’s a marathon with hills and valleys and volcanoes, you will run into setbacks because life has a funny sense of humour. It’s ok and it’s necessary to build character.

3. Show yourself compassion and know that you deserve to be happy in every area of your life. Create balance and watch your life change.

The best outcome is living an authentic, healthy and balanced life, it doesn’t get any better than that!

What is the best part about what you do?

To witness the growth and transformation through action. People making the choice to put themselves first and choosing to have a better quality of life. When they BELIEVE in themselves (trust me it deserves to be in all capital letters) and let their light shine through is awesome sauce.

What is the worst part?

When you transform, that doesn’t mean you forget. You remember the pain and because of that, you can easily see it in others. A negative mindset will weigh heavy on your spirit. It veers its ugly head in the form of doubt, depression, fear, and cookie-dough ice cream, but it is not your truth, it is your conditioning. Because I am able to stand on the outside and look in, I can see it clearly but it is hard to convey the truth to my clients when they are still inside the bubble.

What is your favourite joke about your own profession?

It’s a meme actually: “When I’m giving advice and I start to feel advised by my own advice.” I am the example but I am also the student. Every client is always a humbling experience for me, I am always learning about myself through my clients.

Where can we follow you?

My social media platforms are a work in progress but you can find my work on my Facebook and Instagram. My favourite way to communicate is through the phone and in person; I’m old school like that, forgive me.

PAY IT FORWARD: What is another local business that you love?

I have a lovely client who works for a non-profit organization called ACDPN (African Canadian Development Prevention Network.) She is an advocate for black families and works tirelessly to ensure they receive health and wellness services.


About Demian Vernieri 416 Articles
Demian is an Argentinian retired musician, avid gamer and editor for the Montréal Guardian, Toronto Guardian, Calgary Guardian and Vancouver Guardian websites.