Starting March 27, 2026 (Fri): Tohoku University-originated venture and sports club co-develop 'Exercise Program to Measure and Grow the Hippocampus - Brain Growth Lab,' now accepting early applications on Makuake

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 the sports club 'Megalos,' operated by Nomura Real Estate Life & Sports Co., Ltd. (Headquarters: Nakano-ku, Tokyo; President: Toshihiko Kobayashi), to develop a new neuroscience-based exercise program called 'Brain Growth Lab.' Early applications are now being accepted 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 vital part of the brain responsible for memory, is a key area of interest for middle-aged and older generations.

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

Therefore, we have developed an 8-week neuroscience-linked training program that combines:

　・Hippocampal measurement MRI scan 'BrainSuite'

　・Hippocampal growth app 'BrainUp'

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

This program visualizes the state of the brain and implements individually optimized exercise. It begins with a head MRI to visualize the current state of the hippocampus, and trainers design individual programs based on that data.

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

【BrainSuite】

Hippocampal atrophy involves minute changes that cannot be confirmed by the human eye, making it impossible to measure conventionally. However, by using AI utilized in brain medical research at the Tohoku University Institute of Development, Aging and Cancer, BrainSuite enables the measurement of hippocampal volume from MRI images.

【BrainUp】

It is known that the hippocampus does not just atrophy; it can 'grow' through improvements in lifestyle habits. BrainUp is an app developed by CogSmart that focuses on these characteristics of the hippocampus, allowing users to implement scientific findings in their daily lives. By wearing a smartwatch (such as a Fitbit or Apple Watch), the app automatically sets exercise and physical activity intensity and target durations based on existing research, providing a system that is effective for hippocampal neurogenesis and cognitive function improvement while remaining sustainable.

【Personal Training】

At Megalos, we conduct a brief interview and, while referencing the measurement results, provide training tailored to the current condition.