Instructors land big contracts: Keli Roberts breaks the celebrity-only glass ceiling in the platinum video market

American Fitness, March-April, 1994 by Jennifer Pearlman

After instructor Keli Roberts led a step workout on the million-selling 1992 "CherFitness: A New Attitude" home workout video, CBS/Fox Video received a flood of letters. In addition to the praise for Cher, a deluge of letters asked, "Where else can we see Keli?" At the time, the only place to work out with Roberrs was in a fitness studio. But the positive response from fitness experts and fans alike resulted in two new workout videos-with Roberts as the

star.

Usually, exercising with a top-selling home workout video means following the lead of a celebrity actress or model, like Rachel Hunter. The celebrity is the star of the video and a professional instructor is featured in the background. Not anymore. Instructors are becoming celebrities in their own right. And why not? Who knows best about cueing and motivating people than someone who practices five days a week in a fitness studio, or in the homes of personal trainer clients.

An instructor-driven workout makes a difference, according to Roberts. "The thing about being a professional instructor is that's what you do for a living," she says. "To teach a room full of people with all different abilities takes a lot of practice and skill. You have to concentrate and work at it."

Roberts is certainly not the first instructor to have her own video. But she is a rare instance of a fitness pro picked to make her own videos. Roberts' no-nonsense, straighto forward style and personality sparked the interest of CBS/Fox executives. "Keli's a dynamic instructor with poise and presence and people really respond," says Kevin Conroy, vice president of fitness programming for CBS/Fox Video. "Her communication skills and appeal as a person make Keli impressive. We wanted to create a program with someone who had the qualities needed to become a star in her own right."

Star potential isn't the only reason CBS/ Fox took notice--they were also impressed with Roberts' fitness experience and expertise. An instructor at Martin Henry Fitness Studio in Los Angeles, the 5'10" Australian native has also been a personal trainer to Cher, Faye Dunaway and currently Susan Dey. "Keli was involved in every aspect of the tapes from content to choreography," says Conroy. "We felt comfortable with her doing that. With an instructor-led program the quality is there."

Roberts' video workout was not developed in a vacuum, but came about through experience. "It was something done in a process," she says. "I created it by teaching. I didn't create it in a room by myself."

Through trial and error in the classroom, Roberts weeded out the least effective training techniques. "When you teach to a class you know what works," she says. "But when you're teaching to a camera, you can only predict what mistakes people will make."

Roberts says her videos work wonders on couch potatoes. "I've trained completely sedentary people, and they can do it," she says. The videos are a challenge, but can be modified for all fitness levels. "My videos have the potential to take you to a more advanced level, but they also accommodate beginners," she says. "A lot of workouts make you sweat, but mine will definitely get you fit. You'll see results."

An important aspect of Roberts' videos is clear instruction. "To me, telling the student to 'squeeze' doesn't say a thing," says Roberts. "Squeeze what and how? I make a concerted effort to communicate how the movement feels, where you should feel it and why you should feel it. lt's not just what you do, it's how you do it."

This philosophy is what attracted Martin Henry to hire her at his and his wife Debbie's studio. "One of the reasons Keli is such a good instructor is that she's an educator," says Henry. "When she teaches, she talks about what muscles are working. It's refreshing to see someone who has a craft." In class, Roberrs conscientiously makes sure everyone is doing the exercises correctly and safely. "She focuses on the educational aspect of fitness," adds Henry. "That's what truly sets her apart."

The 32-year-old instructor is also no stranger to the camera. For eight years she earned her way as a model. A size four in her modeling heyday, she took drastic measures to get and stay that size. Pressures to be thin prompted her to eating disorders. "I lived on cigarettes and coffee," she says. "I hated modeling. I loathed and detested it."

When she finally started eating regularly and gaining weight, she returned to the athletic route she had taken in high school as a champion swimmer and all-around athlete. "I joined a gym, started lifting weights and began feeling good about myself," she recalls. "Working out made me feel fantastic, better than I had in a long time."

Regular exercise and diet transformed her into a fit and healthy size six. Then she started losing modeling jobs. "I was furious," says Roberts. "If malnutrition is what you were supposed to represent to young women around the world, then I did not want to be a part of it."

Her experience gave her greater sensitivity. "I can spot an eating disorder 30 feet away," she says. "I'm aware of how people talk about their bodies, and I get upset when they talk in terms of spots on the body, like saddlebags. I approach the whole body. In class, I talk about not skipping meals, metabolism, cross training and rest--to provide people with the total picture."