A virtual scenario generator is provided that applies a virtual scenario to real-world data, such as health and fitness related data, adding a creative way to track the real-world data and/or enhancing the data by adding a competitive element. Thus, the activity related to the real-world data can be incentivized in this regard. A virtual scenario application component can receive data from an input device and apply the virtual scenario, which can be created using an interface, based on rules related to the scenario. The scenario data can subsequently be tracked, on a computer display for example. Additionally, a collaborative functionality can be employed to allow competition between remotely located users of the same virtual scenario, and advertisements can be sent to the users based on many factors including sponsorship and location.