Olympic Gold Medalist Bruce Jenner Teams Up With CogniFit to Educate Boomers on Brain Fitness

ORLANDO, Fla., Sept. 30 /PRNewswire/ -- Olympic gold medalist Bruce Jenner is teaming up with CogniFit, a scientifically validated brain fitness program, to educate boomers about cognitive fitness at AARP's 2010 National Conference starting today in Orlando.

Since winning gold in the 1976 Olympics, Jenner has famously maintained his health and physical fitness. Married to Kris Kardashian and starring on Keeping Up With The Kardashians, Jenner now has even more reasons to keep mentally and physically fit as he ages.

"Today when I think about fitness, I think about my OVERALL fitness... brain and body. Whether I'm trying to keep up with the girls, my grandchildren, or yes, even Kris... these days, it's not enough to just be physically fit, I know that I have to have the brain of a champion, too!" Jenner said.

The brain needs just as much attention as other muscles in the body. CogniFit was created as the result of decades of scientific research into brain development which showed that while humans typically lose 9,000 brain cells a day, regular, personalized brain training featuring a varied regimen of exercises can build new neural connections and strengthen existing ones. Some research even suggests that regular brain training can postpone or lessen the severity of symptoms associated with Alzheimer's and dementia.

"The brain is lazy by nature – without new challenges it will begin to deteriorate just like muscle," says Dr. Shlomo Breznitz, renowned cognitive psychologist and founder and chairman of CogniFit. "Brain deterioration doesn't have to occur thanks to the exercise programs CogniFit has developed, which have been shown to strengthen and grow neural connections and improve real-world skills like hand-eye coordination, perception, memory, and naming."

Jenner plans to stay mentally sharp for years to come so he can continue to keep up with the Kardashian clan. He will be in the CogniFit booth at the National AARP Conference on Thursday, September 30 from 1:00 p.m. to 2:00 p.m. to highlight the importance of cognitive exercises for a lifetime of brain fitness.

About CogniFit

CogniFit was founded in 1999 with the goal of using the latest cognitive research to help people of all ages maintain and improve their quality of life through brain fitness. CogniFit offers training programs for a wide range of cognitive abilities needed for everyday functioning. CogniFit programs also train specific cognitive skills needed for activities such as driving, learning, and reading. CogniFit brain fitness programs start with a baseline assessment of the cognitive abilities before creating personalized training programs. CogniFit's scientifically validated, patented brain fitness programs are personalized to each user to help them enhance their cognitive performance and health.

SOURCE CogniFit