Combine warm water, yeast and 1 TBSP sugar in a mixing bowl and let sit for about 3-4 minutes, until yeast is bubbling up. Add in oil, salt and flour. Start with 2 1/2 cups of flour, then add more until the dough cleans the sides of the mixing bowl. (I use a mixer for this part as it makes it just so much easier!) Continue mixing for an additional 3-4 minutes, then cover with plastic wrap and let sit in a warm place for 15 minutes. In cold weather, I like to turn my oven on for about 3 or 4 minutes, then turn it off and let my dough rest in the oven.
Preheat oven to 400 degrees F. Stir together cinnamon, orange zest and 1/3 cup sugar in a small bowl. Set aside.
Spray counter top with non-stick cooking spray and roll dough out into a large rectangle about 1/4? thick. Brush dough with 3 TBSP melted butter, then spread with cinnamon sugar- orange zest mixture.
Starting with one of the long sides of the rectangle, roll dough up tightly, working from one end to the other end horizontally, then back again. Pinch the seams closed at the end. Use a sharp, thin knife to cut the roll in half, then each half in half. You will have 4 sections. Cut each section into thirds.
Set rolls in a 9x13 pan. Bake for 12-14 minutes.
Whisk together powdered sugar, remaining 2 TBSP melted butter and orange juice. Spread over warm rolls. Enjoy! Store any leftovers in an airtight container.