DEMIFI is a privately held company that provides one-on-one private strength training in Encinitas, CA under the name Smarter Exercise. The Smarter Exercise solution is based on evidence based strength training principles - infrequent bouts of deliberate movement against appropriate resistance, one-on-one instructor guidance, and accountability. Smarter Exercise advocates the utilization of slow, careful movements to push the muscles to become fully fatigued, then followed by adequate rest and nutrition. Smarter Exercise helps clients work their muscles sufficiently to cause hypertrophy without placing unnecessary wear on joints. An instructor monitors the exercises for proper form and technique.