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Marian Keegan and Fernanda Rocha

The Art of Fitness: The evolution of a partnership

By SAMANTHA WASHER

Photos by MARY HURLBUT

Art of Fitness owners, Marian Keegan and Fernanda Rocha, have worked hard to create a place that provides more than just a good work out for their clients, although with 40 exercise classes a week for $88/month, they certainly have done that.  Keegan said she “was called to be in the space” where her gym is now.  

“Everyone knew this place as Jean’s Market, but then it was a church. To me it still is a church, just a different kind.”  

This passion is what elevates Art of Fitness beyond just a place to sweat. 

Partners with different backgrounds, but similar values

Despite being from seemingly very different places, Rocha is from Brazil and Keegan from the Midwest, their backgrounds are surprisingly similar.  “We have a lot of core values together,” explains Keegan.  Both come from big families; both earned academic degrees in exercise-related areas and both were drawn to Laguna Beach. 

“When I first moved here I lived in Lake Forest.  I couldn’t understand why my Laguna friends wouldn’t visit me,” explains Keegan laughing. “They wouldn’t leave the bubble.  I figured it out pretty quick. I feel like I was born here.  I can’t imagine living anywhere else.”

The Art of Fitness, Laguna Beach

An adventure turns into US citizenship

When Rocha arrived in the US 14 years ago she was not planning on staying, let alone becoming a US citizen.  “I came here because I wanted to do something.  I wanted to explore.  I took Business and Marketing classes at UCLA, just getting knowledge about the fitness industry.  I had the vision that I could experience something new here, but it was not my intention to stay.” 

Armed with a degree in kinesiology from Brazil and a thirst to learn, Rocha hit LA then branched out, eventually landing in Laguna 10 years ago - and hasn’t left.

Fernanda Rocha, co-owner of The Art of Fitness

Laguna Beach means volleyball all year round

Keegan, similarly, came to Laguna Beach while traveling on vacation over 20 years ago.  “I was running health clubs in Houston.  I went there to get my PhD in fitness - no one had any education in fitness back then.  I ended up liking the business of fitness clubs as opposed to teaching.  I loved it here.  I played basketball and volleyball in college (at Northern Kentucky University).  I thought, ‘I can play volleyball all the time here!’” Keegan didn’t work in fitness when she arrived, however, deciding to open her own commercial upholstery business.  “In five years we had 800 restaurants.  So I just would come and hang out in Laguna.”  Then “the space” opened up and Art of Fitness was born.

“This is the best thing I’ve ever done in my life,” says Keegan.  “Everything about it has been good. We’ve had marriages; people have lost 40 pounds…so much of my heart has gone into this place.  I love what I do.  I’m excited to go to work every day. In the beginning, I had to fight the city - for five years,” explains Keegan. “It was very difficult.  I had to constantly prove we were a good fit.  Now, it’s worked out.  It wasn’t easy, but now I appreciate what they were doing.  I mean we’re not competing with 24 Hour Fitness!”  

Marian Keegan, co-owner of The Art of Fitness

From business partners to “family”

After several years of going it alone, Keegan met Rocha and the two eventually became partners, both in business and in life. “Fernanda lights the whole place up.  She’s very talented.  Her classes are packed.  She’s the best instructor I have ever seen in my whole life.  She’s also really organized.  I’m not so organized.  That’s good for me.” 

Their relationship became familiar to many from their stint on Bravo’s “The Real Housewives of Orange County.”  However, sitting down with the two of them now they are decidedly un-dramatic. “We are family now,” Keegan says. She’s referring to Rocha, of course, but she could just as easily be talking about their clients. Rocha feels the same.  “We are the Art of Fitness family.”  

Fernanda Rocha teaches a class at The Art of Fitness

Change is good, in life and business

 Rocha says her experience on the show was both a “good and bad experience.” Nevertheless, it undeniably opened doors for her and they’re still opening today.  She is currently working on a re-launch of her Jiinga Workout and Jiinga Brasil fitness clothing line, as well as becoming the face of a new television venture in Brazil next year.  Yet, despite all these projects, The Art of Fitness is never far from her thoughts.  

“The idea is to create a health and wellness facility.  Marian and I talk about this.  There is a need to explore the mind along with the body.  Laguna is a perfect place for this.”  When I spoke with Keegan she mentioned their desire to offer a transcendental mediation class for her “Type A” clients as well as their goal to have a full-time nutritionist.  “If you listen to your clients they will tell you what they need,” says Keegan.  Which explains why the club has been remodeled five times in its 13-year history.  “We’re always evolving,” says Keegan.

The Art of Juicing takes it to another level

A recent addition to the evolution is the Art of Juicing, their locally sourced, organic, cold-pressed juice bar.  Keegan enthusiastically explained the special process for washing the produce (a lot of talk about ph levels that went over my head), the care that goes into making their almond milk (suffice it to say it’s quite laborious).  

“Our nutrient value is off the charts!” she raves.  

She then told me of one of their clients whose liver enzymes were extremely elevated.  After two weeks of juicing, they went back to normal.  While I can’t attest to the long-term benefits of their juice, I will say that when we met I was in the middle of a horrible cold. Keegan gave me a juice for the road.  I don’t know if it was the dandelion greens, the turmeric or just knowing I was going to go home and get back in bed, but I definitely felt better after I drank it.

Marian Keegan runs a spin class for her clients

A community, a family, a place to feel better

And isn’t that the point? Don’t we just want to feel better?  Whether it’s a frenetic spin class or gentle yoga, don’t we do these things to feel better? (OK…looking better is up there, too.) But sometimes feeling better isn’t just about sweating or burning calories.  Sometimes it’s about feeling like you matter.  Marian Keegan and Fernanda Rocha understand that.  They’ve become like family to each other through the years and see The Art of Fitness as an extension of that family. 

“We get involved in our clients’ lives,” says Rocha.  “80% of my friends are from the gym,” explains Keegan.  “This place is more than a gym.  It’s a community, a family…The biggest compliment we can get is when someone says, ‘I have no idea why I’m at this gym, but I’ve been here for five years and I’m not leaving,’” she says emphatically. “That’s when you know you’re doing good.” 

Shaena Stabler is the Owner, Publisher & Editor.

Dianne Russell is our Associate Editor & Writer.

Michael Sterling is our Webmaster & Designer.

Alexis Amaradio, Barbara Diamond, Dennis McTighe, Diane Armitage, Lynette Brasfield, Marrie Stone, Maggi Henrikson, Samantha Washer, and Suzie Harrison are our writers and/or columnists.

Mary Hurlbut and Scott Brashier are our photographers.

Stacia Stabler is our Social Media Manager & Writer.

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