The fitness company that confused Bend residents by illegally cluttering streets with orange bicycles apologized Thursday and said it will immediately remove the bikes and will re-evaluate its “guerrilla” marketing strategy.

Orangetheory Fitness’ corporate marketing team shared a statement Thursday explaining the campaign — which began over Memorial Day weekend — was intended to build intrigue, interest and awareness of the new studio opening this fall in the Old Mill District.

“We’ll be re-evaluating our local guerrilla marketing tactics moving forward to ensure we are making a positive entrance into the community,” according to an email from the team.

The marketing team acknowledged that the campaign was similar to the international Ghost Bikes campaign, which uses white bicycles as memorials to bicyclists killed or hit on streets.

Residents were confused by the similarity, especially since a ghost bike is on Second Avenue in southwest Bend to honor 50-year-old Bend resident Keith Moon, who died in August 2008 when an SUV crashed into him.

“Orangetheory Fitness is aware of the longstanding Ghost Bikes campaign and apologizes for any confusion our nationwide orange bike program may have caused,” the team wrote.

Bend resident Anne Barrans, who owns the local Orangetheory Fitness franchise with her husband, Tim, said on Thursday that they placed the bicycles around the city at the recommendation of the corporation and never thought it would be a problem. The couple bought used bicycles, spray-painted them and locked them to poles across the city. They had no timetable to remove the bicycles — maybe leaving them for a week or two, Barrans said.

“The whole idea, they explained to us, is it’s a mystery,” Barrans said. “You don’t put your direct marketing on it, and put them around town.”

Barrans said she spoke with Bend Police, and agreed to take the bicycles down Thursday.

No citations were issued.

“We love this community, and we did not mean to upset anyone,” Barrans said.

— Reporter: 541-617-7820, 
kspurr@bendbulletin.com