Kip (Keep It Peaceful) is a new company aiming to help people create better sleep habits.

Founded by fitness industry veteran, Shaun Traynor, in response to his own difficulties, Kip focuses on promoting the wind-down before bed, including disconnecting from technology. “Like so many others, I found myself stuck in a loop – working late, scrolling in bed, and wondering why I couldn’t switch off,” says Traynor. “When I started talking about it, I realised how many people felt the same. Sleep isn’t just about closing your eyes, it starts long before that.”

Traynor has partnered with leading experts in sleep science, psychology and behavioural health to bridge the gap between daily life and quality rest, using science-backed solutions to transform night-time routines, including personalised guidance, breathwork, relaxing sleep sounds and access to a supportive community.

A number of products are in the pipeline to support people in developing good sleep habits. The first to launch is the Disconnect Tag, which users can tap to disable apps which might otherwise cause distraction or sleep disturbances.

“We're trying to help people reduce screen time – from all my conversations, surveys and consumer insights, the biggest blocker to people sleeping is tech and social media,” says Traynor. “The idea of the tag is that it disables the apps and features that are a distraction – usually work and social media – but still allows calls. There are multiple modes to select from, so individuals can choose which apps to disable.”

The Disconnect Tag costs £50 and the app subscription is £4.99 a month.

The app can be used without the tag.