Forever Young

Australian Financial Review - Tue, 21 Nov 2006

The generation that has had it all is far from willing to take old age lying down.

Brain Training & Brain Exercises..."Brain health is the subject of both popular health books and many academic studies, but one person who was tried to translate the academic information into a retail service is Nicola Gates of HeadStrong Cognitive Fitness.

The neuropsychologist opened her clinic in Mosman on Sydney's North Shore just three months ago.  While brain fitness programs in hospitals are targeted at the 75-plus age group, who are most likely to experience a loss of function, that's not the age group that is knocking on Gates' door.

"They're mostly fit and healthy boomers who go to the gym and are very active in maintaining their health," she says.  "Some are in early retirement and feel their brain is getting a bit sluggish.  Others are still working but feel their thinking has slowed or it's getting harder to accomplish things."

Gates is targeting boomers with her brain health program of mental exercises, goal setting, diet, activity and social relations.  This is not just because the middle-aged have a better opportunity of staving off brain decline but because they've got the money and the motivation.  "Our market research showed boomers are very interested in aging well and are prepared to spend money on preventing aging."

Excerpt from The Weekend Australian Financial Review - 21/11/2006

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