Exercise is Medicine Canada (EIMC) provides national leadership in promoting physical activity as a chronic disease prevention and management strategy to improve the health of Canadians. EIMC is a movement to make Canadians healthier. EIMC is based upon abundant evidence that physical activity and exercise reduce the risk of chronic disease and the belief that: Most Canadians can find simple ways to incorporate physical activity and exercise into their daily routines; More should be done to address physical activity and exercise in the healthcare setting; physical activity and exercise should be incorporated as a key health indicator and standard of medical care as a ‘vital sign’; and Certified exercise professionals serve as important resources for Canadians and their healthcare providers.