Baby Boomers have been a generation of fitness buffs. They religiously pursue aerobics, yoga, Pilates, running, and other forms of exercise to shape and tone their bodies to the tune of $33 billion per year. But as they approach their senior years, they are increasingly turning their attention to the health and vitality of their minds as well as their bodies.

Experts predict that “brain fitness” will be the next major trend among the 80 million Boomers who want to stay tack sharp as they age. Tapping into that trend is a new, easy to use computer-based tool called MindFit, now being launched in US markets. MindFit was developed to help healthy adults retain and enhance their cognitive skills and performance.

“Every seven seconds someone in America turns 50,” said Yossi Mazel, vice president of marketing for CogniFit, Southfield, Mich, creators of MindFit. “They are going to live longer, and they want a good quality of life. MindFit provides that possibility with a mental workout at the computer to build memory, perception and concentration.”

Deterioration of cognitive abilities—memory, attention span, perception, and reaction and decision time—is a natural consequence of aging, and most people begin to notice some changes by age 50. MindFit was designed and is proven to slow cognitive loss and to improve brain fitness, even for people experiencing minor cognitive impairment.

Like a muscle, the mind requires exercise to keep it fit. MindFit, which is based on the latest research into brain function, turns a user’s home computer into a fitness room for the brain providing mental exercises that are challenging, but not frustrating; repetitive, but not boring; and intensive, but not tiring, to stimulate and challenge the mind.

MindFit starts with an assessment of the user’s mental abilities and then provides a program of individually designed exercises specifically customized to the user’s brain and abilities. The program’s advanced software follows the user’s learning curve, and as he or she improves, the software responds with more demanding exercises. Yet MindFit’s ease of use allows even those with little or no previous computer experience to readily work the program.

For more information, visit www.e-mindfitness.com.

[SOURCE: Business Wire, October 2006]