For individuals and organizations to derive maximum health returns from their investment in fitness technologies, they should know how to use them effectively in pursuit of fitness goals. To that end, this study draws on the theory of affordances and the concept of engagement to develop and empirically test a model of fitness technology use as a goal-directed behavior. Our results show that while actualized self-appraisal affordance amplifies users’ cognitive exercise engagement, cognitive exercise engagement does not significantly influence fitness goal attainment. Furthermore, actualized self-appraisal and social appraisal affordances enhance users’ emotional exercise engagement, which positively influences fitness goal attainment.