Certain aspects of the disclosure are directed an apparatus including a weighing scale and external circuitry. The weighing scale includes a platform in which a plurality of electrodes are integrated, a user-display, and processing circuitry. The processing circuitry is configured to collect physiological data from the user while the user is standing on the platform and output at least portions of the physiological data as user data. The external circuitry aggregates user data for a plurality of users into user data sets for each user, groups a subset of the plurality of users of one or more scales into a social group based on a correlation between user data sets of the subset of the plurality of users and provides the subset of users of the social group with social group data via a respective scale of the subset of users.
