Insights

Our findings showed that the Group Cycle experience, despite playing out in the proximity of other people, was essentially solitary – riders chased individual goals while little was made of the potential for group interaction. Despite a lot of competitors using the language of teams, riders were cycling next to each other, but not actually together. They also focused mostly on individual performance or superficially on collective achievement, and we spotted an opportunity to be much more intentional about how real teamwork could function in a group cycle class.

Intention/purpose:

To put the ‘group’ into group cycle, combining technology with experience design to create a fun and motivating group cycle activity, bringing the idea ‘together we ride’ to life.

Adaptation of an existing product or innovation:

This was an innovation on Virgin Active’s spin offer however using the latest equipment and newest studio set-up.

How it works

The Pack integrates live performance data and personal fitness tech. We equipped instructors with the Experience Manager – a smart desktop app we prototyped that aggregates bike data into team data, and curates the screen interface, lighting and sound for a multi-sensory experience. Crucially, the Experience Manager unloads the admin of the class, leaving the trainer free to perform.

Components

We worked with VA’s fitness team to create different Pack Challenges that gameify each session: moments of team-driven competition with simple instructions and fun screen game design. Each challenge synchronized to music and responsive lightning, but designed to never overwhelm the user.

User interaction

• 3 teams: Yellow, Pink and Blue

• 4 high intensity pack challenges

• Smart use of the latest connected bike technology

• Integrated and interactive lighting, sound and studio design

• Expert pack leader driving the experience

What stage it is at?

Rolled out in 13 gyms across 3 countries and counting.

The Pack has given an extra string to members’ bow in terms of the suite of exercise classes on offer.

It has had a positive impact with most VA Spin instructors, as a Contributor to a quality gym environment that attracts and retains the best coach talent. (see film that accompanies this submission for interview with Chris Stanton, Master Trainer, Virgin Active).

Reach/product impact

The Pack was never about driving increase in spin numbers, but about people not dropping off or moving to a competitor boutique. Cycle attendance from members has sustained, with no adverse impact from boutique cycle growth.

We received great social media and media coverage including articles in The Daily Express, London Evening Standard, Grazia, Oh My Quad, Get The Gloss, New!, Media Week, Marie Claire, Big News Network, Marketing, OK!, Good Housekeeping.