This is a national chain. Looks like they've got a new gym locating at 2501 w.
Beltline Hwy.
The telephone number is (608) 709-8099 if you want to express your disapproval.
Orange Theory Fitness Responds to Criticism That Its Ad Campaign Exploits
Memorials to Dead Cyclists | Slog
http://slog.thestranger.com/slog/archives/2014/04/04/orange-fitness-responds-to-criticism-that-its-ad-campaign-exploits-memorials-to-dead-cyclists
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