The article is an interview with Grace McNamara, the CEO of EXi (Exercise Intelligence), a digital therapeutic company that provides personalized physical activity prescriptions for people living with long-term health conditions. EXi combines exercise, behavioral science, and technology to help people with conditions achieve better healthcare. McNamara has a background in the health and fitness space and worked for twelve years at Apple, where she learned about employee health. EXi’s platform is designed for 23 conditions, including diabetes, obesity, stroke, and cardiac rehab, and is committed to clinical validation. McNamara emphasizes the importance of personalization, credibility, and trust to be successful. She also discusses the need for more data to show efficacy and increase chances for deeper sponsoring, as the fitness industry has not proven enough to be in the health-outcome driven business.