Each class is divided into three teams – the yellows, pinks and blues, or "Packs", who go head-to-head in a series of challenges focused on speed, stamina and strength.
The latest ic7 indoor bikes track individuals’ pace, power and speed in real time and onscreen graphics match participants’ efforts. Each rider contributes to the progress of their team, which is projected on a cinema-style screen so riders can keep tabs on progress.
"The pack" is the latest addition to Virgin Active's connected gym push, following the introduction of smart wristbands.
Campaign caught up with Virgin Active's European marketing director, Clare Gambardella, about the inspiration and strategy behind "The pack".