In Russian language subjunctive mood is formed by simply adding the particle “by” to a verb, which is quite close in meaning and function to English “would” in this type of sentences. It implies that the performance of a potential action stated in the sentence is postponed for an indefinite period. As soon as this particle is removed from the sentence, its meaning changes, turning the potential action into an accomplished fact. Orange Fitness declares war against “would” and, together with prospective clients, makes away with it.