The market has witnessed a surge in the brain fitness software industry. More companies are purporting to be the best at training your brain and helping to sharpen cognitive or thinking skills.
One primary concern for this industry is to create software that is both fun and personally relevant. In fact, a primary focus of FitBrains is to be the leader of fun and personal relevance within the industry of brain fitness software. I believe that brain games can be both fun and have real life and personal value to a consumer.
We are all confronted with life’s daily challenges, each of which places demands on our brain for solutions or action. It is within this arena that FitBrains has captured the personal value: creating brain games that actually tap into real world challenges for the consumer. How many times have you lost a pair of socks in the laundry, forgotten the name of someone you met, misplaced your car keys or perhaps the car itself in the parking garage? Life provides us with real world games and the opportunity for real world mental exercise.
FitBrains takes this reality and champions brain fitness for the fun and personally relevant. We believe your arousal level will increase and you will be more deeply engaged in our brain games. Why? The task is more valuable or meaningful to you as a person. Companies that simply develop memory games or language games without the value of personal relevance are simply tasks to be completed. Personalization sparks long term commitment by the consumer for a healthy brain.
A leading cause of brain disease in the United States is Alzheimer’s disease (AD). Named after Dr. Alzheimer who published a paper in 1907 describing the cognitive and functional decline of a female patient, this disease now affects nearly 5 million people. It is estimated that those affected by AD will triple by 2050.
AD is the leading cause of progressive dementia. The disease typically erodes memory, spatial functions, language, personality and functional ability. The course of the disease approximates 10-12 years and those over the age of 85 are most at risk. Additional risk factors include female gender, family history of dementia, mood disorder, diabetes, and stroke. The cause is not known and there are no known cures or prevention.
Treatments exist to help reduce the impact of particular symptoms and early detection has advanced significantly. New treatments are being researched and these should be to market in the near future. Lifestyle for brain health has also generated new attention and interest. One aspect of a brain health lifestyle is mental stimulation, a primary function of FitBrains.
If your loved one is experiencing memory loss and there is some concern about this change it is advised that he or she receive a comprehensive dementia examination. This will help to discern if the memory and other cognitive changes fall outside the range of normal and if dementia is present. Early detection is important because existing treatments can be started.
Dr. Nussbaum has used this blog to articulate his five part brain health lifestyle for all to consider. These five components include Mental Stimulation (e.g. brain games), Physical Activity, Socialization, Spirituality, and Nutrition. Research has provided specific activities and behaviors that fall into one or more of the five components of the lifestyle. The critical thing for readers is to review their own lifestyle currently and try to incorporate the research based activities into a proactive approach to brain health.
Spirituality is a broad term that I use to refer to turning inward, slowing down, and introspecting. This process of slowing down may be important to brain health as research indicates animal brains stop developing when exposed to environments that are too stimulating. Baby boomers, those born between 1946 and 1964, are notorious for a fast-paced life with multitasking and stress production. While this type of lifestyle may be necessary at times, it also has its consequences, particularly on health.
Dr. Nussbaum supports 30 minutes a day to slow down, turn inward, and to simply turn off the environmental input. This might actually include turning your phone, ipod, and other communication device off! Research indicates slowing down can reduce stress which may then have positive effects on both the heart and the brain.
Daily prayer enhances the immune system, attending a formal place of worship relates to a longer and happier life, and U.S. physicians indicate prayer is important to the overall wellbeing to their patients. Meditation and relaxation procedures have also been shown to relate to positive health outcomes. These and other ways of simply slowing down are both advised and necessary.
Have a great night sleep!
One of the five major factors in Dr. Nussbaum’s Brain Health Lifestyle is physical activity. Research has demonstrated a relationship between walking daily and aerobic exercise three times a week and reduction in the risk of dementia. This stems in large part to the fact that every heart beat distributes 25% of the blood output and nutrition directly to the brain!
A recent study in the Journal of the American Medical Association (JAMA, 2007, 298) found the use of a pedometer is associated with significant increases in physical activity and significant decreases in body mass index and blood pressure. We know that blood pressure; particularly hypertension and obesity are two risk factors for dementia.
Perhaps you can begin your New Year with a couple simple resolutions:
- Increase your daily physical activity through daily walks and, or aerobic exercise three times weekly.
- Purchase a pedometer for yourself and for two loved ones in your life circle. This little, inexpensive tool will remind you to walk and give you immediate feedback on your daily steps. 10,000 steps daily is a good number to live by.
You are on your way to better brain health through increased physical activity.
As we enter a new year, I like to reflect on the past year and what that means for the one ahead. It’s been five years that I have been developing the brain fitness market, and have seen a lot of changes – both positive and negative. When I first started, there was minimal interest in the concept of exercising your brain. In the last two years however, there has been an explosion in interest from adults of all ages and media coverage and I have been interviewed by leading publications such as the Wall Street Journal, NY Times, Women’s Health.
This has been great news for both the industry and the general public. We are witnessing a shift in society, and a general awareness about the importance of brain fitness. We saw a similar shift in the 1980s with the physical fitness movement. Researchers and the medical profession pushed the positive health benefits of physical activity, but it took a while for society to fully integrate physical exercise into daily life. Thanks to recent scientific research we now know that the brain is malleable and we can build brain connections at any age. Just ten years ago, this was not thought possible.
Nintendo has also helped open up the brain game market with their extremely successful Brain Age game. This has, of course, created numerous copycats and flooded the consumer market with one-off and weak products. Yet, I am thankful to Nintendo as they were able to bring awareness of brain games to the general public. They had seen the success of their game in Japan and realized there was an aging population worldwide. In addition, they had the resources to market Brain Age and tap into this underserved area. Many people in the scientific and brain fitness community scoff at their game, finding it scientifically weak and a disservice to the consumer. I would have to agree that their product is scientifically weak and I have many of my own complaints. However, Nintendo has hit on something that I understand. They implemented the concepts of “engagement” and “fun factor” and it is one of the main reasons for their success.
So, what does this mean for 2008 and the next five years? There are those who say that the brain fitness market is becoming saturated and is in its later stages. I have seen the market develop up until now, and couldn’t disagree more. Brain fitness is still in its infancy and will see real growth in the next five years. Awareness about brain fitness has now passed the tipping point but we are still falling short in the area of “adoption” into our daily lives. The companies that truly understand what individuals are looking for will be rewarded with enduring customer loyalty. For us at Fit Brains, we believe the “adoption” of brain fitness will be answered through “relevancy”, “motivation” and a “fun factor”. Yes, it is possible to have fun and be scientific too – it just hasn’t been done! Some doctors and people might argue this, but it’s the key to full integration into daily life. People don’t stick with things they don’t enjoy, especially things like long-term health goals that are often difficult to maintain. If we can make an important aspect of a daily routine more accessible and engaging, people will be more likely to do them.
The team here at Fit Brains is extremely excited about 2008! We plan to have our first launch very shortly. Fit Brains will provide a brain games, tools and features that is fun and engaging. We hope people of all ages adopt a brain fitness routine so that we can keep our most important asset strong and healthy!