A health and wellness social network can collect digital health and wellness information about network users and incentivize the users to engage in a more healthy and active lifestyle. In one example, a method includes receiving, at a server device, data related to a health of a user, the data being generated by a health measurement device configured to transmit the data over a network to the server device. The techniques also includes, responsive to receiving the data related to the health of the user, determining, by the server device, a wellness reward for the user, where different wellness rewards are associated with different data received from the user. The technique also includes modifying, by the server device, a user profile associated with the user to reflect the wellness reward.
