Brain Fitness Trend Drives Launch of New Tool to Exercise the Mind.

SOUTHFIELD, Mich. -- 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.

In fact, 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 U.S. 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, V.P. of marketing for CogniFit, 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.

MindFit is not a game. Repeated training 20 minutes, 2-3 times per week, results in noticeable improvements in one's cognitive abilities. Scientific evidence supports this claim. "Independent testing of MindFit, both in the U.S. and Europe, has validated its benefits," said Mazel. "Our preliminary clinical trials have demonstrated that cognitive skills can be improved with regular use of MindFit."

"I have found it to be very enjoyable and challenging and feel that it has already sharpened my mind," said Robert Tacy Sr., of Michigan. "I've noticed improvement in playing hand-held computer games, like solitaire and poker, and think it has even improved my golf game by helping me choose the right club and manage the course better."

MindFit costs $129 for the downloadable version or $149 for a CD and is available at www.e-mindfitness.com

About CogniFit

MindFit is a product of CogniFit, the world leader in developing and marketing computerized assessment and training of cognitive skills. The company uses its patented scientifically-validated technology to develop programs that significantly impact the lives of all segments of the population by enhancing basic cognitive skills such as memory, perception and attention. CogniFit was founded in 1999 by Professor Shlomo Breznitz, an internationally recognized authority in psychology. The company's products are marketed in North America, Europe and the Middle and Far East.