Have you wondered about the orange painted bicycles that have been popping up leaned against trees and light poles all around South Tampa?

No, it is not the same bike that keeps moving around or some kind of street art project.

It is a marketing strategy for a new fitness center that will launch in the former HoneyBaked Ham store at 115 S. Dale Mabry Hwy. next year.

“It’s branding,” said Jacqui Sanborn, sales and promotions manager of Orangetheory Fitness. “The bicycles are not labeled; therefore, questionable.”

Sanborn said that a total of eight orange bikes have been scattered in the area so far, but 10 more are expected to pop up with the approach of the opening of Orangetheory Fitness in February 2012.

“It’s a way of telling the community that we are here in the South Tampa market,” she said, adding that the advertising strategy has worked phenomenally before, when the fitness center launched in New Tampa and St. Petersburg this year.

“The orange bike symbolizes energy, fitness, affordability and fun,” said Sanborn.

Orangetheory Fitness in South Tampa will offer 55 different group personal training classes per week and will be open 5 a.m. to 10 p.m. everyday.

The one-hour workout classes combine short bursts of intense exercise, using treadmills, rowing machines, TRX Suspension Training and free weights.

The goal of the heart-rate monitored training is to be in the orange target zone in order to achieve the “orange effect.”

“It means burning calories up to 36 hours after the workout,” said Sanborn. “This concept is backed by the science of post-exercise oxygen consumption.”

Thinking of joining? Here’s what you need to know.

Monthly Memberships

• Orange Basic - $59 (Includes 4 sessions)
• Orange Elite - $99 (Includes 8 sessions)
• Orange Premier - $149 (Includes 16 sessions)

Sign up before February 2012 and receive 30 percent off membership, according to Sanborn.

For more information, visit OrangetheoryFitness.com or call 813-356-0620.