There has been a vast research interest in exercise tracking systems as they are hoped to boost motivation for exercise and thus improve users’ health. However, research activity on actual use and experiences on using such systems has been mild: one has been more interested in the consequences of use than the use itself. To address this gap, we report a study, in which we examined the use of exercise tracking systems (i.e. physical devices with connected services and information systems) in their contexts of use. The study was based on diary data collected in Finland. Analysis of the data was based on a framework describing various techno-determinant inhibitors and enablers of technology use. Our study showed that the use could not be described by techno-deterministic factors only. Therefore, as a theoretical contribution, to capture the whole diversity of exercise tracking systems use, we supplemented the framework with two new categories, social and self. The results are discussed in the light of motivational factors of technology use, social participation and the evolving role of information technology as it comes pervasive and ubiquitous. Exercise tracking system providers may utilise our context-specific findings to improve their products and services.