Digital wellness solutions and their use have become increasingly common. Respectively, the need to understand their users and usage has increased. A general problem with wellness technologies is that they typically provide feedback through numbers and graphs instead of providing actual guidance. One potential and novel solution for this is digital coaching. This study is one of the first to examine digital coaching features and their influence. We define digital coaching in the context of sports and wellness technology and investigate its influence on physical activity motivation and behaviour of physically inactive individuals. The study is based on thematic analysis of 20 semi-structured interviews conducted for 10 participants who used a novel digital coaching solution for one month. The digital coaching solution was found to be beneficial for physical activity and exercise motivation and behaviour. It assisted the users in many ways through different elements and mechanisms. Further, the benefits also spurred to other aspect of physical wellness. The results are discussed and implications provided.