ICYMI: What's the Deal With Those Orange Bikes in Westford?

Have you noticed those orange-painted bicycles popping up around Westford? Have you been asking what they are about? That's exactly what Orangetheory Fitness was hoping for.

The fitness studio is eyeing a Spring opening for their Littleton Road location. The studio opened up to discounted-rate presales Dec. 12. To get buzz on the opening (i.e., stories like this), Orangetheory placed orange bikes out near the intersection of 110.

The Town of Westford released the following statement Friday:

Town offices have received a number of calls asking for information about orange-painted bicycles in certain parts of the town. The town has learned that these displays are aspects of a marketing scheme from a private entity. This notice is not an endorsement of the business.

That was followed by an email from Orangetheory to media, saying the company "prides itself on the use of viral marketing to get the word out about new studios."

Photos courtesy of Orangetheory Fitness