A significant part of physical therapy is the prescription and implementation of exercise. The goals of exercise include improvement of impairments and disabilities identified during clinical evaluation. However, exercise as treatment can also be used to encourage tissue adaptation and healing after injury. Tendinopathy provides a pertinent example of how changes in prescribed exercise treatment have resulted in improved clinical and functional outcomes. This month’s issue of JOSPT includes a paper by Marc Stevens and Dr Chee-Wee Tan that questions the idea of having a one-size-fits-all eccentric exercise treatment protocol for patients with Achilles tendinopathy. There are still have more questions than answers regarding the appropriate dose of exercise for tendinopathy. It is critical for physical therapists to pursue these research questions so that better individualization of the exercise treatment protocols can be achieved.