A virtual activity is facilitated by receiving collected data related to a non-virtual, real-world physical activity performed by a user, evaluating the collected data to determine what benefit the user has earned by performing physical activity, and providing a benefit to the user that enables the user to virtually build or reconstruct something in a virtual world. In some embodiments, the user is enabled to virtually reconstruct a real-world location at which the physical activity was performed by unlocking a feature of that location within the virtual world. In other embodiments, the user is enabled to virtually build a fictional location by unlocking the ability to add a feature to that location within the virtual world.