This document discusses augmented social cognition for consumer health and wellness. It describes how social networks and mobile technologies can be leveraged to engage consumers and change health behaviors through personalized coaching. The goal is to improve health outcomes and reduce healthcare costs at scale by developing an AI-powered social mobile platform called Fittle that sets personalized goals, provides social support through teams, and tracks progress through gamification. Initial pilots of Fittle will be conducted with research teams, friends, volunteers, and company employees.