I’m Amy Schroeder, Founder of The Midst. Welcome to my fanzine. :)
I help professional and entrepreneurial women over 40 productize their skills and build sustainable businesses without losing their minds. I’m a serial founder who sold her first business before age 30 and went on to work for the best in startups, tech, and finance. I was early to the perimenopause awareness movement, solo creator communities, AI, and the intersection of all of the above.
Become the woman you’re meant to be
The Midst is a community-driven ecosystem bringing together women over 40 who play by their own rules together. As a collective, we’re in the midst of life pivots, career and relationship upgrades, building businesses, perimenopause, and more. Together, we’re shaping the messy middle into a time of growth, exploration, and possibility.
The Midst is media, community, and entrepreneurship development
We publish ~half our content on the-midst.com — about the modern midlife experience, women’s health and wellness, big life changes, and personal and professional development.
Here on The Midst Substack, you get exclusive content that you can’t always find on the-midst.com. We send 2–3 primary editions of our Substack each week, including BeWell.
As a paid subscriber ($6 per month or $55 per year) to The Midst Substack, you get full access to interviews and series like:
- What Linkedin Doesn’t Say (behind the scenes of women’s careers)
- Community updates (stories about Founding MidstHers, community events, etc.)
- Boss Up (career development and entrepreneurship)
- How’d you sleep?
- Change Is the Only Constant
- Videos like this one about building a business in women’s health and wellness
Join The Midst network of founders and entrepreneurial women
You may have heard that folks 45+ are the fastest growing demographic to start businesses in the U.S. You may have also heard that we’re living in the Age of AI and that a good portion of Gen X, Millennials, and younger probably shouldn’t rely on a “traditional retirement” from one employer.
These are a few reasons why we’re building The Midst Founder network of solopreneurs, boss women, authors, the entreprecurious, consultants, coaches, community builders, thought leaders, and corporate-ladder climbers who want to start something new. Meet Founding MidstHers here.
When you upgrade your Midst Substack subscription to “Founding MidstHer,” we’ll email you to start the onboarding process. Some of the main benefits of being part of The Midst Founder network include:
PR: If you’re building a business or project that you want to get in front of smart women over 40, you’ve come to the right place. We’ll feature your story on the-midst.com and in The Midst Substack. In 2025, we generated ~700,000 organic views on these two properties alone.
Promotion: We’ll also feature your product or service in our gift guide and on our social media.
Networking: You’re invited to attend our virtual Founding MidstHer meetups and skill-building workshops.
Half off a ticket to The Midst L.A. event in September 2026.
Apply for The Midst Mastermind
Designed for entrepreneurs, solopreneurs, and experienced professional women over 40.
Now accepting applications for Cohort 2, which begins September 2026.
The Midst in the press
Femtech Insider: ‘It’s time for change. This ain’t my mom’s midlife.’: Amy Cuevas Schroeder Launches Media Platform The Midst
Adweek: How The Midst Taps Into the Midlife and Perimenopause Ad Market With She Media
SELF: 7 Women Share Their Tips for Dealing With Perimenopause Symptoms
The Empress by Alisa Kennedy Jones: Get to Know Serial Contentpreneur Amy Cuevas Schroeder!
We have one of the largest collections of perimenopause experience stories on the Internet
90+ stories by real women about the modern perimenopause experience
The perimenopause and menopause content market is over-saturated and is easily replicated by AI. That’s why all of our stories are written by real women going through perimenopause. And some are menopause specialists.
Why I created The Midst
I’m a serial contentpreneur and parent of twin tween girls who’s navigating the ups and downs of midlife and perimenopause — like we all do starting somewhere around 40.
In addition to The Midst, I work as a perimenopause market consultant and fractional content strategist for various clients (view my portfolio here). I've previously led content for Etsy, Minted, HarperCollins, Writer AI, and Atlassian AI, and have written for TechCrunch, West Elm, NYLON, Pitchfork, La Prairie, and Levi’s.
I’ve been to Venus and back
I started my first business, Venus Zine, about women in music and DIY culture, as a freshman at Michigan State University. Thanks to the big hearts of hundreds of talented creative people, I scaled Venus bootstrap-style, from a fanzine into an internationally distributed magazine. After a decade of running the show, I sold my company to an independent publisher, and moved from Chicago to New York to start a new chapter.
I began building a new way of thinking about midlife empowerment about three years after having twins, moving from Brooklyn to the Chicago area to be near family, while holding down a full-time job and putting my husband through college. During that time, our daughter Isabel was diagnosed with Pitt Hopkins, a rare genetic syndrome that causes inability to walk and talk among many other symptoms.
I initially started The Midst as a personal blog about my “Adventures in Perimenopause.” As an “early adopter” of perimenopause awareness, I’ve since built one of the largest collections of written content about and by peri/menopausal women.
Watch my interview with artist Lisa Congdon from June 1, 2026
Testimonials from Midst subscribers
Midst Merch
Founders gonna found. The Founder tee comes in a rainbow of colors. $29 U.S.
Calling all sports fans! Sportsball Classic Dad Cap for superfans of all the sports, $33
Sorry, Brain Fog Embroidered Sporty Cap, multiple colors, $33
The Midst Amazon Store
We started a little shop of things we like.
Want to write for The Midst? View our submission guidelines.
