This experiment measured effects of visual perceptual load (PL) within immersive virtual reality (VR) on exercise-induced pain during cycling. Using a within-subjects design (n=43), participants cycled at a perceptually “hard” intensity for 10 minutes without VR (i.e., no PL - NPL) or with VR of low or high PL (i.e., LPL or HPL). Mean quadriceps pain was significantly lower in the NPL condition than either the LPL (d=0.472) or HPL conditions (d=0.391). Mean cycling performance was significantly greater during the LPL condition. Compared to traditional cycling (NPL), cycling in the LPL condition resulted in greater exercise performance despite greater pain.