University aged people have been found to be at a high risk of disengagement of physical activity. They also belong to a generation where technology is strongly integrated into most parts of their lives. Therefore, using technology also in physical activity promotion has potential. This exploratory study investigates the perceived effects of a sport and wellness technology digital coach among physically inactive university students during a 10-week intervention. The perspective for the research came from exercise psychology focusing on the effects of the use of a digital coach on self-efficacy related to physical activity and exercising. The results indicate that a digital coach can increase the user’s self-efficacy and awareness regarding their own exercising. However, the results also show that further development could be done for digital coaching to reach its full potential. These results give more insight to sport technology companies as well as to coaches and trainers about the effects and possibilities of digital coaching among physically inactive people.