Active living is imperative to maintaining good health, and becoming involved in regular exercise at a young age is fundamental. The purpose of this study was to examine motivation for exercise among university students in relation to metamotivational dominance and body esteem. Participants in this study were 106 undergraduate students who were recruited from their psychology departmental participant pool and from the campus exercise facility at a mediumsized Canadian university. Participants completed an inventory that included the Motivational Style Profile, Big Five Inventory-10, Behavioral Regulation in Exercise Questionnaire, and the Body Weight and Image Self-Esteem Evaluation Questionnaire to assess personality, exercise motivation, and body esteem. High-frequency exercisers were found to be more paratelic dominant than low-frequency exercisers, and scored significantly higher on intrinsic, identified, and introjected regulation, indicating that they exercised for enjoyment, valued exercise outcomes, and wanted to avoid negative emotions associated with not exercising. Among highfrequency exercisers, positive body esteem was associated with high intrinsic and low extrinsic motivation for exercise, paratelic dominance, negativism dominance, and low neuroticism. For low-frequency exercisers, significant correlates of positive body esteem were autic mastery dominance, low BMI, low neuroticism, and lower levels of extrinsic and introjected motivation. Findings are discussed in terms of healthy and unhealthy motivations for exercise, and recommendations are made for tailoring health promotion strategies to metamotivational dominance.Keywords: motivation, exercise, body esteem, telic dominance Exercise has proven to be effective in maintaining general health and well being, managing disease and improving longevity (Barnes, 2010). For the purpose of this investigation, exercise is defined as planned, structured and repetitive physical activity designed to improve or maintain fitness (U.S. Department of Health and Human Services, 2000). It might be assumed that the known benefits of physical activity would be sufficient motivation for people to adopt a regular exercise regimen. Nonetheless, obesity and inactivity have increased dramatically over the past few decades in North America. In 2007 -2009, the obesity rate for adults in Canada was 24.1%, while the prevalence of obesity in the United States was even higher, at 34.4%. These rates represent a significant increase since 1986, with prevalence of obesity rising by 10 percentage points in Canada and by 12 percentage points in the United States during this period. Among women, those aged 20 to 39 experienced the greatest Correspondence concerning this article should be addressed to Bianca L. Segatto, 4713 Kominar Crt, Windsor, ON, N9G 2W6, Canada. E-mail: bianca.segatto@mail.mcgill.ca increase in obesity during this period (Shields, Carroll, & Ogden, 2011).While the health benefits of exercise are now well established (e.g., Barnes, 2010), a key factor in health...