Paul English, Co-founder of Steppin

In this Q&A, you’ll hear from Paul English, co-founder of Steppin, a move-to-earn app designed to help Gen Z build healthy social media habits. The co-founder of travel booking site Kayak, Paul discovered firsthand how screen addiction detracts from life in the real world. Now, he’s sharing how his gamified walking app aims to take back control.

Tell us about Steppin.

Paul English: Steppin is an app designed to help Gen Z escape endless screen time and enhance their overall physical and mental health.

The concept for Steppin is simple: users unlock minutes on their most-used social media platforms—Instagram, TikTok, X, etc.—by achieving daily step goals. Users can customize parameters for the “lock-out” of each app, control how often the counter resets, and set how many steps it takes to earn one minute of screen time.

Free to use, the app works seamlessly with iPhone’s built-in step tracking and integrates with a wide range of fitness trackers through Apple Health. Merging physical movement with technology, our gamified walking approach makes it easier for users to stay active and maintain a healthier relationship with social media.

What led you to pursue this opportunity?

PE: The idea for this app came to life during a trip to Spain with my son, Michael English, and my fiancée, Rachel Cohen — both co-founders.

We were sitting at a charming little café, surrounded by the sights, sounds, and energy of a new city… and instead of soaking it all in, we were all glued to our phones. Scrolling. Not present. That was the moment it clicked: Something had to change.

We’re not alone in this. Gen Z, in particular, is facing a full-blown addiction to screens, and it’s not their fault. Every app, every notification, and every endless scroll feature is designed to hook them in and keep them there. The result? A generation that’s more plugged in than ever but is often missing out on the world around them.

No one is building real solutions to help them break that cycle. Social media detoxes don’t stick, especially when restricting screen time feels like punishment. So what if, instead, we could turn it into motivation? That’s where Steppin comes in.

Steppin isn’t about forcing Gen Z to quit social media; it’s about helping them build a better balance between their digital world and the real world. It’s simple, effective, and built for the way this generation thinks.

How did you turn your idea into a company?

PE: Steppin is a portfolio product of Boston Venture Studio, which I founded three years ago. We focus on creating simple, intuitive products that deliver magical experiences, intending to launch two to three new consumer tech solutions each year.

With Steppin, we started by testing the concept to see if it resonated with consumers. The response was overwhelmingly positive, which gave us the confidence to move forward.

From idea to launch, it took about four months to bring Steppin to life. Since then, the feedback has been incredible — users love the app, and, more importantly, they’re telling their friends about it. That kind of organic excitement is exactly what we hoped for, and we’re just getting started.

How big can this get?

PE: The digital health and wellness market is projected to reach $1.1T by 2028, with a 21.97% CAGR, signaling a massive and rapidly expanding opportunity. As technology continues to shape how we work, connect, and unwind, the demand for solutions that promote healthier digital habits has never been greater.

While we’re building Steppin with Gen Z in mind, the need for tools like Steppin extends beyond this demographic. Parents are actively searching for ways to help their kids develop healthier screen habits without resorting to hard restrictions.

Young professionals are looking for smarter ways to stay focused and present in a world filled with digital distractions.

Even workplaces and educators are exploring solutions that encourage better balance and productivity.

How do you reach your core customer?

PE: Our core customer is Gen Z, a generation that spends over six hours per day on their phones, with 60% admitting they feel addicted to their devices. They’re aware of the issue but struggle to find solutions that actually stick.

We recognize the irony of reaching users on the very platforms we’re helping them cut back on, but that’s exactly why it works. Change doesn’t happen by forcing people to unplug; it happens by meeting them where they are and offering a better way forward.

That’s why we’re focused on embedding Steppin into the digital spaces they already engage with through partnerships with colleges and universities, collaborations with influencers and digital wellness experts, and creating content that sparks conversation around healthier habits.

We’re not anti-social media; Steppin is about taking back control and using it on your own terms. And to get that message across, we have to start in the places where Gen Z is already listening.

What’s next on the roadmap?

PE: Over the next few months, we’re rolling out features that give users more flexibility and motivation while making the experience fun and rewarding. This includes streaks and leaderboards to encourage consistency, challenges with friends and family to make behavior-building social, and customization options that let users tailor their screen-time rewards.

Our goal is to make Steppin a sustainable habit, not just a tool.

Anything else you’d like to share with readers?

PE: As a society, we’ve become too tied to our screens, and the impact is bigger than most people realize — especially for younger generations.

Life is shorter than we think, and we’re trading too much of it for digital distractions. The average person will spend over eight years of their life staring at their phone, robbing users of real moments, real connections, and being fully present.

The consequences go beyond wasted time. Studies link excessive screen use to higher anxiety, reduced attention spans, and weaker in-person social skills.

We built Steppin to flip the script and show that technology doesn’t have to work against us. It can push us to move more, live more, and be more present. Every step matters, and with the right tools, small shifts in behavior can turn into lasting habits.

If you’re interested in having your company featured in our Q&A series, send an email to team@fitt.co.