exercise - activity, keep fit, work-out, act, invoke, apply⏎
gratis - free, uncharged⏎
hand-holding - supporting, buddying, supervising, helping⏎
expert - ace, skilled, proficient⏎
incoming - arriving, received⏎
incentivise - encourage, offer a reward, incentivize⏎
firm - business, company⏎
heartland - centre, focus, epicentre, middle, core, heart, heartlands (usually an area of something successful or popular)⏎
failed - unsuccessful, fallen short⏎
factor - quality, feature, component, cause, influence⏎