A system, method and computer program product for generating normalized activity results. A mobile application is installed on a plurality of computing devices and normalization base data is received for a first user. The first user is assigned to a user population based on the received normalization base data. A comparator population is determined that includes users having normalization base data within a comparator range. Activity results are collected from users in the user population and the comparator population. At least one activity results is received for the user. At least one normalization factor is determined for the user based on the comparator population activity results and the user population activity results. Normalized activity results are determined by adjusting each of the received activity results using the at least one normalization factor. The normalized activity results can then be displayed to the user.