A server system may facilitate and participate in operations relating to physical activity goals being performed at user devices. For example, the server system may receive a physical activity goal from a first user device associated with a first user profile. The server system may also receive a reward corresponding to the physical activity goal from the first user device. The server system may also transmit at least the physical activity goal to a second user device associated with a second user profile. The server system may also receive, from the second user device, first information associated with the physical activity goal. The server system may also transmit second information associated with the reward to the second user device.