Tohoku University-affiliated venture and sports club co-develop 'Brain Growth Lab: An exercise program to measure and grow the hippocampus' - Pre-orders now open on Makuake starting Friday, March 27, 2026

CogSmart Inc. (Headquarters: Chuo-ku, Tokyo; CEOs: Akira Higuchi, Yasuyuki Taki; hereinafter 'CogSmart'), a company developing solutions to 'grow the hippocampus' with the goal of creating a society where everyone achieves 'lifelong healthy brains,' has partnered with 'Megalos,' a sports club operated by Nomura Real Estate Life & Sports Co., Ltd. (Headquarters: Nakano-ku, Tokyo; President: Toshihiko Kobayashi), to develop a new brain science-based exercise program called 'Brain Growth Lab.' Pre-orders have now begun on the crowdfunding platform 'Makuake.'

■ Background: Growing demand for 'brain investment' among middle-aged and older generations

In recent years, as interest in extending healthy life expectancy grows, attention has shifted not only to physical function but also to 'brain health.' In particular, the hippocampus, a critical area for memory, is a major area of interest for the middle-aged and older demographic.

Recent research suggests that appropriate aerobic exercise may influence hippocampal volume.

Therefore, we have developed an 8-week brain science-integrated training program that combines:

　・'BrainSuite' hippocampal MRI measurement

　・'BrainUp' hippocampal growth app

　・Personal training by Megalos (8 or 16 sessions total)

This program visualizes brain status and implements individually optimized exercise. It begins with a head MRI to visualize the current state of the hippocampus, which trainers then use to design a personalized program.

We provide a consistent process from measurement and design to practice and improvement, rather than just 'measuring brain status.'

【BrainSuite】

Hippocampal atrophy involves subtle changes invisible to the human eye, making it previously impossible to measure. BrainSuite enables the measurement of hippocampal volume from MRI images by utilizing AI used in brain medical research at the Tohoku University Institute of Development, Aging and Cancer.

【BrainUp】

It is known that the hippocampus does not just atrophy, but can 'grow' through lifestyle improvements. BrainUp is an app developed by CogSmart that focuses on these characteristics, allowing users to apply scientific findings to daily life. By wearing a smartwatch (such as a Fitbit or Apple Watch), the app automatically sets optimal exercise intensity and duration goals for each individual based on existing research to promote neurogenesis and cognitive improvement, providing a system that is easy to sustain.

【Personal Training】

At Megalos, we conduct a brief interview and, while referencing the measurement results, provide personal training tailored to the user's current status.