Consultancy Wolff Olins has designed a new digital game that will be used in Virgin Active gyms to transform cycle classes.
The Pack is a series of interactive games designed to transform the solitary cycling experience into a series of group challenges.
Gym users are presented with four Pack Challenges per class, which are broadcast on-screen for competitors to interact with.
The consultancy has also redesigned the interior studio environment, created in collaboration with Virgin Active designers, Deloitte Digital, specialist indoor cycle sound system company and electrical engineers Hoare Lea.
The Pack is currently being rolled out in eight Virgin Active gyms across London.