Global women’s-only functional fitness comp Butterfly Effect held in Mackay for first time

From inspired rookie to elite competitor, online trainer and international flight attendant Laura Roberts has helped bring one of her favourite women’s fitness movements to her new hometown.

The Butterfly Effect, a women's only competition now in its 10th year, is coming to Mackay for the first time. Picture: ForTime Image + Motion

When Laura Roberts first watched a group of women lift, sweat and push their limits at a local fitness competition, she knew she wanted to be a part of it.

Ten years later that local comp – now known as The Butterfly Effect – has reached a national and international stage, and for the first time Mackay has been brought into the movement aimed at inspiring women and stripping away negative body image stigmas.

Laura, an international flight attendant and online trainer, has been pushing for months, ready to challenge herself for the women’s-only functional fitness competition.

In fact the Someris Training owner is among the reasons Butterfly Effect creator Rowena Calderwood considered Mackay as part of the competition’s latest expansion.

“I have done Butterfly Effect almost every year since I started (CrossFit),” Laura said, adding the competition originated at her old CrossFit box on the Gold Coast.

“It was actually my first competition I watched … I was like ‘oh my God, all these women are doing the coolest shit. I want to do that’.”

International flight attendant, online fitness coach Laura Roberts, based in Mackay, cannot wait until the Butterfly Effect touches down in the sugar city on May 10. Image: Sweat

So she entered, and hasn’t slowed down, going on to compete in the Down Under CrossFit Championships and the Torian Pro in an elite team.

“Butterfly Effect will always be my favourite. There’s such a nice energy in the room because it’s all these women,” Laura said.

“It’s a nerve-racking thing to go out and compete and stand on the comp floor.

“As soon as you start you kind of forget about it and you realise that everyone’s in the same boat and everyone’s there for the same reasons. It’s just all fun and fitness.”

Laura, who moved to Mackay in late 2024, said it was incredible to be able to compete in the competition again in her new home.

Laura, who runs Someris Training, has been pushing for months ahead of the Butterfly Effect event in Mackay.

When she originally thought of the concept, Rowena said she had been the co-owner of a CrossFit affiliate on the Gold Coast and it had been an initiative to bring women together and help remove negative body image stigmas.

Rowena’s love of fitness was born from a dysfunctional upbringing where a person’s worth was based on their weight and appearance.

UK born, she moved out of home at 15 and travelled, eventually landing in Australia in her early 20s where she was homeless for a while.

With minimal access to food, Rowena said she “lived off bread and jam”.

“My tooth became so decayed it literally rotted out of my mouth,” she said.

“That was my turning point. I remember biting down into a jam sandwich and I literally felt this crunchiness.”

Rowena Calderwood. Picture: ForTime Image + Motion

Rowena immediately started paying close attention to what she ate, her health and it eventually led to her to becoming a personal trainer – and it was during this time she noticed there were a lot of misconceptions for women about body image and calorie intake.

At this point Rowena said she was also loosely following the Butterfly Foundation, which is a not for profit started by a Melbourne mother wanting support for her two daughters with eating disorders and finding nothing available.

“I really loved the initiative,” she said.

It led to the creation of the Butterfly Effect that supports the Butterfly Foundation in raising awareness against negative body image and eating disorders.

“It really wasn’t about creating this elite sport that only the best of the best could partake in.”
Rowena said it was just about inclusiveness and giving women an opportunity to see what they could achieve.

That first year it sold out within three days. So did subsequent years, each drawing bigger and bigger numbers. So Rowena took on a partner, Karly Kentwell, and through them the Butterfly Effect as soared.

The Butterfly Effect, a women's only competition now in its 10th year, is coming to Mackay for the first time. Picture: BARBARA VALI PHOTOGRAPHY

Even during Covid about 900 women competed virtually, and Rowena and Karly noticed the ladies were from all over Australia, Europe, New Zealand and in America.

So post Covid lockdowns the duo tested the waters holding a new event in Sydney, and then later Melbourne, Adelaide and Perth, New Zealand and the UK.

This year there are 15 events worldwide also including the UAE and Singapore.

“It wasn’t a perfectly orchestrated 10-year business plan that we said from year one, we’ll start here and then end up over here,” she said.
Rowena said she and Karly just wanted to connect with the community at its grassroots.

“It’s extremely niche, so it was always a little bit risky to grow, but on the other hand it’s always been about the mission rather than looking at the revenue for us,” she said.

Teams of three compete across three divisions – RX, intermediate and beginner – over four events that focus on strength, cardio and endurance.

Mackay is the only north Queensland location and it will be hosted by CrossFit 4740 at the Showgrounds on May 10. Tickets are already sold out.

Rowena and Karly said they had received “incredible” support from the Mackay Regional Council “to help grow the event”. They added it was the first regional council to come on-board.

Teams of three compete across three divisions – RX, intermediate and beginner – over four events that focus on strength, cardio and endurance.

But the movements can be scaled depending on a person’s ability. “Our youngest competitor has been 10 years old,” Rowena said.

“We just scale down any weight or movements.”

Originally published as Global women’s-only functional fitness comp Butterfly Effect held in Mackay for first time