StepSetGo - Make Every Step Count

Avantika Bhardwaj Avantika Bhardwaj
Apr 3, 2021 11 min read
StepSetGo - Make Every Step Count

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The benefits of fitness go on and on, but you need consistency and discipline in order to stick with a routine long enough to reap those benefits. That’s where technology can help. The right app can act as a virtual personal trainer or training partner to keep you motivated and accountable. Being physically active has an overwhelming number of attached benefits, such as helping you maintain a healthy weight, strengthening your heart, improving lung function, and reducing your risk for coronary heart disease.

Based out of Mumbai, StepSetGo is one such health and fitness app that lets people earn coins after every walk, which they can redeem in the in-app store for free products or discounts. StepSetGo app aims to get people out of the workout rut by incentivising the process of walking. PM Modi recognised the fitness app in his Mann ki Baat address.

StepSetGo- Company Highlights

Company Name StepSetGo
Headquarter Mumbai
Founders Shivjeet Ghatge, Misaal Turakhia, and Abhay Pai
Founded January 2019
Sector Health & Fitness
Website stepsetgo.com

StepSetGo - About and How it Works
StepSetGo - Founders
How was StepSetGo Founded
StepSetGo - Vision and Mission
StepSetGo - Target Market Size
StepSetGo - Name, Logo and Tagline
StepSetGo - Business and Revenue Model
StepSetGo - Startup Launch
StepSetGo - Customers/ Clients
StepSetGo - Challenges
StepSetGo - Marketing Strategy
StepSetGo - Competitors
StepSetGo - Tools
StepSetGo - Recognitions and Achievements
StepSetGo - Future Plans

StepSetGo - About and How it Works

With StepSetGo, founders wanted to make fitness simple, engaging, fun, and get as many people as possible to take up the challenge without asking them to do too much. So, walking was something that they knew they could use as an instigator to get users to get moving. It is something that they regularly do, all they needed to do was track it, institute a rewarding system, and make it social.

How StepSetGo works is simple; the app tracks everything from users’ steps, calories lost to the kilometers walked. It then converts those steps into SSG coins which is the currency used to redeem offers from the in-app marketplace called the ‘Bazaar’. Users can earn 1 SSG coin for every thousand steps they take. While fairly simple, earning these coins are purely dependent on the user’s diligence and persistence towards getting those steps in daily.

Once enough coins are accumulated, the user can reward his/her progress with gadgets, apparel, online courses, wellness products, and even bikes from the Bazaar section of the app. StepSetGo has taken things one step further, by heightening the engagement and motivation by introducing a healthy dose of friendly competition through the ‘Arena’ section in the app. There, users can compete with family and friends to reach specific goals, which ultimately encourages the building of healthier communities.

There is no limit to the number of coins a user can collect; limitations are only determined by each individual. Therefore the longer your commitment to fitness is, the more rewards you can earn with StepSetGo. This simple yet viral concept has, in the last two years built its registered user base to nearly 7 Million.

StepSetGo - Founders

StepSetGo was founded by Shivjeet Ghatge, Misaal Turakhia, and Abhay Pai.

StepSetGo Founders | Abhay Pai, Misaal Turakhia and Shivjeet Ghatge
StepSetGo Founders | Abhay Pai, Misaal Turakhia and Shivjeet Ghatge

Abhay, Misaal, and Shivjeet have been friends for a while and they’ve always wanted to work together on something they could call their own. Sports and fitness are shared passions and the trio always knew they wanted to create the next big thing in the Indian fitness space. They all come from varied backgrounds, which came together perfectly to build and launch StepSetGo.

Abhay Pai is the Co-founder and CTO at StepSetGo. He holds an M.Tech degree and specializes in building high-scale technology solutions while heading the engineering team that develops, manages, and maintains all server-side infrastructures. He is also involved actively in the development and optimisations of the iOS and Android mobile apps for StepSetGo. While working with high scale tech-driven companies like IBM and BookMyShow, Abhay learned quickly what goes into building and scaling up a platform - which made him the perfect fit at StepSetGo.


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Misaal Turakhia is a Co-founder and CPO at StepSetGo. With a Bachelor’s degree in Computer Engineering from NMIMS and a Master’s degree in Advanced Computer Science from the University of Leicester, Misaal handles the technical aspects of the product, UI & UX, as well as app development. After switching from a leadership position at Fork Media, Misaal developed a logistics app for his father’s spice trading business, which received a lot of attention and instigated his drive to pursue the next big thing. Watching his father run his own business gave him the inspiration to start his own entrepreneurial journey and that came into motion through StepSetGo.

Shivjeet Ghatge, is a Co-founder and CEO at StepSetGo. As CEO, he looks after the finances, marketing, and business development for the platform, which are the areas of his core competence.After graduating from Grenoble Ecole de Management with a degree in international business, he began his journey as a working professional with some extremely reputable agencies like Duval Guillaume, a prominent and well-known advertising agency in Belgium, Publicis Paris, Umbrella Design and Grey Worldwide. Working with these companies helped him hone his skills in brand marketing and business development, which eventually led him to start his own consulting agency. Working with this new generation of go-getters who were determined to go off the beaten path, in a direction that had not been explored by their predecessors inspired him to do the same.

What started out as a three-person setup, out of a friend's father’s office space, has now grown to a 32-member team. StepSetGo’s team comprises young, vivacious individuals who work dedicatedly towards the aim of making the platform reach newer heights in the least amount of time possible. The success of StepSetGo is a joint and collective ambition.


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How was StepSetGo Founded

Misaal, Abhay, and Shivjeet have always had a passion for fitness, and they knew that was the space they wanted to be in. While the trio went through multiple concepts that went from the idea board to the actual business plan, they knew that they still hadn’t found a hook that would set them apart from the rest. This was when, during a seemingly innocent conversation about their sporadic workout regimens that involved spurts of rigorous workouts with bouts of none at all, Abhay mentioned that if they got paid to exercise, they’d take their commitment to fitness a lot more seriously. That was when StepSetGo was born.

When they were about six months in, at the starting of 2019, they were hesitant about pushing its concept out into the market. After a lot of R&D and testing within their own social circles, they knew that they needed an unbiased sample size in order to get honest and actual feedback. So, they decided to take the leap and on 10th January 2019, they launched the application and did a dipstick at the NMIMS College in Bombay with the students there. Little did they know that by the end of the day StepSetGo would have 200 new registrations and by March 2019, they would be up to about 55,000+ new user registrations.


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The organic following StepSetGo acquired with loyal user base that loves using the application, and this helped them cross nearly 7 million registered users in just 20 months. That was a huge accomplishment for them because it was then that they realised that they had a unique concept that had a sense of virality built into it.

StepSetGo - Vision and Mission

The ideation and final launch of StepSetGo involved an immense amount of market research. From their research, they found that there are about 400 million people who were conscious of getting fit. However, only about 45 million were actually doing anything about it. Therefore, their goal was to reach those 350 million or so people and find a way to create something that would not just get them to begin a commitment to their fitness journey or goals but ensure it was a long-term one. With that in mind and with a joint vision to build a fitter community, they came together to build a platform that would incentivize its users to make a long-term commitment to their fitness journey by providing them with immediate rewards.

StepSetGo - Target Market Size

2020 has been an extremely transformational year for the fitness industry. The almost overnight churn of traditional to virtual has not only had an impact on the responsiveness of the industry to adapt and evolve but also has moulded a new generation of fitness enthusiasts. This new generation has finally been given enough nudges towards making that long-term commitment to their fitness journey and are seeking more accessible means to achieve it. Apps, virtual training, gamification with a combination of traditional offline solutions will chart out the next few years of the industry.

StepSetGo - Name, Logo and Tagline

StepSetGo is all about getting started with one’s fitness journey, so they wanted to translate that concept to something that had a lot of energy behind it. The phrases Ready-Set-Go or Get-Set-Go were easy connections for them, considering that, that's what one says at the start of a competition or race. So, they started to toy with terms that would be a call to action and had a concept of movement to it. That’s how StepSetGo was coined.

StepSetGo Logo
StepSetGo Logo

StepSetGo - Business and Revenue Model

The StepSetGo funding is a completely bootstrapped. Also, the StepSetGo revenue model as of today is through ad networks like google adMob and Facebook Audience Network as well as brand partnerships.

StepSetGo - Startup Launch

On 10th of January 2019, they launched StepSetGo and since then ‘word of mouth’ has been their biggest tool for amplification and awareness. Their dipstick at NMIMs college launched their first 200 users and from there on their concept has only further catapulted their brand awareness.

In the first three months StepSetGo had reached almost 55,000+ registered users a day and today StepSetGo have clocked a total registered users base of nearly 7 million through organic routes. As people used StepSetGo and saw individuals in their immediate circles reap the rewards, proof of concept was established and ultimately created an almost viral momentum for StepSetGo. Today, the platform has turned into a dinner-table conversation for users and their families.

StepSetGo - Customers/ Clients

‘Word of mouth’ has been its most powerful tool to make a name of StepSetGo in an incredibly cluttered market. Their strategy was very simple i.e. reward users for walking and the concept spoke for itself. In fact, their referral campaign is what has helped them really escalate the momentum at which they grew, because it gave users an easy way to build their SSG coins piggy bank by just getting more people to not just join but start walking and complete a minimum of 5000 steps. Additionally, at the beginning of the lockdown since it was mandated for people to stay at home, they even instituted an indoor walking rewards system to continue to motivate and incentivize their users to keep up their progress.

Apart from that, marketing hasn’t played a very pivotal role in StepsetGo’s growth, however introducing new gamification features and avenues through which users can interact with social circles, at consistent intervals is what has helped keep things engaging. To enhance the appeal, they've collaborated with leading brands like Bajaj Avenger, Bewakoof, Skechers, Puma, and Decathlon among others to reward their users for making an effort to stay fit.


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StepSetGo - Challenges

The challenge was creating an application that was easy to use for everyone. The founders had to keep in mind the policies required for both Android and IOS systems. Their motive was to target anyone with a smartphone who could understand the concept and smoothly use the app. Building an application for the masses is tougher than it sounds even when one has a great idea.

StepSetGo - Marketing Strategy

StepSetGo’s one and only marketing strategy so far has been ‘word of mouth’ which was only made possible by a concept that was simple but had a unique added concept of customer-centric engagement at its core. It helped them get their first 200 users and has continued to help them grow their base to almost 7 million today.

StepSetGo - Competitors

Some of StepSetGo’s to competitors are: Curefit, Gogii, Fittr.


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StepSetGo - Tools

JIRA, Confluence, Asana, Slack, Whatsapp Web are the few tools StepSetGo uses to ensure business continuity and seamlessness. Additionally, they've invested in an Atlassian suite for better communication within the team.

StepSetGo - Recognitions and Achievements

StepSetGo recently won the Atmanribhar Bharat Innovation Challenge under the health & fitness category.

StepSetGo - Future Plans

Userbase: over 7 million registered users

Notable client: The app has also collaborated with leading brands like Bajaj Avenger, Bewakoof, Skechers, Puma, and Decathlon among others

As per Similarweb’s data, StepSetGo ranks second after the Aarogya Setu app in terms of user engagement under the free apps’ category in India. StepSetGo is completely bootstrapped and is less than 2 years old. More than 95% of all of StepSetGo’s users are organically acquired. In September, StepSetGo entered the top 50 free apps under the Indian 'all' category and reaching the #2 spot in India under the 'health and fitness' category.

There will be more fitness-oriented features that go beyond just walking. More of the gamification that you already see on the app, to keep people motivated. Additionally, there will be quite a few features that are coming up in the bazaar section that are just around the corner.

Frequently Asked Questions - FAQs

What is StepSetGo?

StepSetGo is a fitness the app tracks everything from users’ steps, calories lost to the kilometers walked. It then converts those steps into SSG coins which is the currency used to redeem offers from the in-app marketplace called the ‘Bazaar’. Users can earn 1 SSG coin for every thousand steps they take.

How does StepSetGo earn money?

At the moment, StepSetGo gets its revenue from advertisements, which the users can choose to watch in order to earn coins but a user can earn only up to four coins per day through this.

Who is the owner of Step Set Go?

Shivjeet Ghatge, Misaal Turakhia, and Abhay Pai are the Founders of StepSetGo.

Is StepSetGo Chinese app?

No, StepSetGo is an Indian app headquartered in Mumbai.

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