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North County folks from Carlsbad to Cardiff by the Sea may have been wondering what’s up with the bright orange bicycles seen around town. They are just sitting there all day, chained to sign posts. Every bike part is painted neon-orange — tires and chains, handlebars and seats.

At least three bikes have been appearing at busy intersections along El Camino Real, Coast Highway 101, or at freeway on-ramps. Then they disappear, only to be seen in some other location.

On July 13, I tracked down the origin of the bikes. They are part of a teaser campaign for a new Encinitas gym at 215 South El Camino Real.

The nationwide workout centers’ theme is orange — employees wear orange shirts and shoes, the equipment is orange, and the goal of the class-based studio to have participants reach the “orange” zone in cardio fitness and power strengthening, recognized by fitness experts as ideal for maximum health.

Franchisee Pete Selner said he and his kids found some old bikes and went crazy with spray paint. Out of respect for the communities, the store will serve, he takes the bikes off the street each night and once a week will move them to other locations.

The studio expects to open at the end of August. Of the 110 fitness studios around the country, the Encinitas location will be the first in North County. Two other locations are in Point Loma and La Jolla.

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dwbat July 15, 2014 @ 8:55 a.m.

Yes, orange is the new black! TODAY has its Orange Room. And Crestor (my drug of choice) uses orange heavily in its commercials. So orange + guerrilla marketing is a good match.


Dave Rice July 15, 2014 @ 10:25 p.m.

When they opened in Point Loma, they actually paid a guy wearing orange to haul out an orange stationary bicycle or elliptical machine and pedal on it roadside all morning while morning commuters backed up down Nimitz waiting to get to I-8...


Steve Horvath July 16, 2014 @ 11:12 p.m.

Nice story Ken. Did you see the LOVE sign story CBS reporter Steve Hartman did in New Orleans? Kind of like this one.


Ken Harrison July 17, 2014 @ 8:28 a.m.

No I didn't, will check Ch 8's website. THX


CaptainObvious July 20, 2014 @ 4:29 p.m.

Now that the cat's out of the bag, the city can remove them and sell them at the auction.


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