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Summary:
Provide a descriptive summary of the issue.
30 minutes is, at best, a *minimum* exercise goal. Even 45 or 60 minutes of daily exercise goals would be reasonable for average Apple Watch owners. Conversely, a watch owner with limited mobility may find 20 or 15 minutes of exercise an achievable goal, and would only be discouraged by never registering a full Exercise ring. There is no “one size fits all” answer for exercise. Exercise goals should be customizable, similar to daily move goals. 

Steps to Reproduce:
In numbered format, detail the exact steps taken to produce the bug.
1. In the Activity app, firmly press the Exercise screen to change your daily Exercise goal

Expected Results:
Describe what you expected to happen when you executed the steps above.
Expected Exercise goal could be customized, since Move goals can be customized.

Actual Results:
Explain what actually occurred when steps above were executed.
I was actually very surprised to discover after searching there is in fact no way to adjust Exercise goal! I could rationalize the fixed Stand goal, but Exercise seems a lot more like Move goals: different for different people. Why thirty minutes?

Regression:
Describe circumstances where the problem occurs or does not occur, such as software versions and/or hardware configurations.

Notes:
Provide additional information, such as references to related problems, workarounds and relevant attachments.
As a distance runner, I’d set my daily Exercise goal between 45 and 60 minutes. The current 30 minute default is comically short. I basically ignore it, since even on “rest” days I achieve the Exercise goal by walking around and not even working out.