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.

Research

We listened and observed visited Virgin Active clubs x5; attended Virgin Active classes x3; demoed new bikes and tech; audited and trial competitor classes x5; interviewed stakeholders x7; (UK and South Africa); met with partners (UK and SA); ran instructor focus groups (UK and SA); analysed existing data and quant surveys (in SA and UK prior to to understand attitudes and needs around cycle); mapped users’ profiles and journeys (both instructors and cyclists); ran product and market analysis (classes).

Materials

• Application Framework: Node.js (Express.js)

• Video wall display: HTML, CSS and React

• Desktop Application Wrapper: Electron environment

Production

• Detailed concept development

• High level technical software design

• ‘Pack Challenge’ design and format

• In product ‘Pack Challenge’ screen design

• Marketing design guidelines including tone of voice

Techniques

• Detailed user experience

• Technical prototyping

• In-studio product testing

Considerations

• Partner and instructor briefing

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.

Situation:

Group cycle is a popular activity in gyms across the world. So popular that, for a long time, little innovation had taken place around the basic set-up: you strap in, get shouted at, sweat a lot and then exit left. But that’s now changing, fast.

New products, from a series of new players, have sprung up offering their own fresh takes on group cycle. These focus a lot on heavily branded experiences,

creating a lifestyle feel with a sense of community around the brand, often targeted at more affluent, young professional audiences in major cities.

Brief:

Rethink an iconic fitness experience that blows away the competition in 2016 and beyond.

Objectives:

Build out VA’s innovation credentials

Attract prospects on the quality of our group cycle offering

Engage members and instructors in our group cycle offering

Defend against attrition to boutiques