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In this energizing episode of Core and Commerce, host Perry Howell sits down with Lino Benninga—founder of Social Limits, the app that's helping thousands reclaim their mornings by blocking social media until they move their bodies.
In under five months, Social Limits hit 15,000 downloads, reached users in over 100 countries, and cracked Apple's Top 50 productivity apps, all built around one simple idea: move more, scroll less.
With over six years of experience in enterprise tech and AI, Lino brings a unique perspective to the intersection of technology, movement, and mental health. This conversation dives deep into the psychology of habit formation, the neuroscience of morning routines, and why replacing one habit with another is the key to lasting change.
Lino shares candid insights about the founder journey—from facing 16 rejections from Apple before launching, to navigating the emotional rollercoaster of building a startup, to learning that validation and more validation is the foundation of any successful business.
From the importance of sitting with boredom to understanding why men need softer spaces for connection, this episode offers practical wisdom for anyone looking to build healthier digital habits or launch their own venture. Tune in for honest conversations about dopamine addiction, the power of morning rituals, building in public, and why sometimes the best thing you can do is just get outside and walk. Whether you're drowning in screen time, building your first startup, or simply looking to create more intentional mornings, this episode is your wake-up call.
Chapters: 0:00 - Introduction: Perry introduces Lino Benninga and Social Limits
1:05 - Growing up in Barcelona: movement, tech, and building blocks
4:23 - The Tech-Business Bridge: Why understanding both worlds matters for founders
8:11 - Soft Skills & Sales: Learning to communicate, handle rejection, and thicken your skin
11:09 - The Spark: 15 years on your phone
12:17 - Morning Routines & Dopamine: The neuroscience behind why the first hour matters
14:02 - Validation, Validation, Validation: Building the simplest version and testing relentlessly
16:48 - The Nicotine Analogy: How replacing habits (not just removing them) creates lasting change
20:41 - Scaling Globally: country expansion, cultural differences, and the Australian market 22:05 - Onboarding Psychology
25:26 - Preventing Founder Burnout 32:33 - Men & Mental Health: Creating softer spaces for connection through movement
36:11 - Powering Through Rejection 37:15 - The Founder Rollercoaster: Why the middle is the hardest and your "why" matters most
39:00 - What's Next for Social Limits: Partnerships, B2B wellness plans, and 2026 vision Core & Commerce is the space where ambition meets wellbeing.
Hosted by Perry Howell, marketing leader, wellness founder, and media powerhouse - and inspired by her own journey of redefining success, balance, and health. Bringing realness to wellness, each episode goes deep in honest, unfiltered conversations with the founders, creators, and innovators moving the wellness world forward.
If you enjoy the show, subscribing, rating, and leaving a review makes a real difference. It helps the podcast reach new listeners and allows me to keep creating intentional conversations like this one.
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Connect with Lino Benninga and Social Limits:
Web: https://www.social-limits.com/
Instagram: https://www.instagram.com/sociallimits/?hl=en
LinkedIn: linkedin.com/in/linobenninga
