NEW YORK, April 12, 2010 – CogniFit™, Inc., a leading maker of Brain Fitness Software (www.cognifit.com), is partnering with Boomer Authority, a professional association for experts and organizations that specialize in the 50+ Baby Boomer demographic (http://www.boomerauthority.org). This partnership will create opportunities for Boomer Authority’s members to partner with CogniFit and offer CogniFit software – such as its flagship program CogniFit Personal Coach – to their end users. CogniFit and Boomer Authority will also engage in joint marketing efforts.

"Our mission is to help baby boomers discover new ways to enhance the quality of their lives," said Martin Diano of Boomer Authority. "CogniFit helps people maintain their mental sharpness, and we are looking forward assisting boomers and potential partners discover the benefits that brain fitness can offer."

Boomers today are emerging as the fastest growing social media demographic. According to the Pew Internet & American Life Project, one-third of adult Internet users had a profile on a social networking site in 2009, up from 8% in 2005. Boomer Authority is a professional association comprised of 1000+ members from 18 countries who are dedicated to providing quality products and services for the 78 million baby boomers in the U.S. and over 300 million boomers worldwide.

"The value proposition of the CogniFit-Boomer Authority partnership is about empowering boomers and helping them lead healthy and fulfilling lives into their golden years. We are working towards the same end and together can more effectively spread the word," said Nathanael Eisenberg of CogniFit.

CogniFit Personal Coach provides scientifically validated cognitive training that is tailored to meet the specific needs of individuals. The program, aimed at improving brain fitness for boomers and older adults, begins with a baseline assessment that gauges the brain’s strengths and weaknesses. Following the assessment, users engage in exercises designed to train their brain which continually adjust to deliver training that is optimal for the user. The software uses advanced algorithms to keep the training challenging enough to improve the user’s abilities, but not so difficult that the user is frustrated.

About Boomer Authority™

Boomer Authority™ (http://BoomerAuthority.org) is the world's leading professional association for experts, coaches, educators, authors, thought leaders, digital advertising agencies, marketing/PR firms, and Boomer-centric online media properties that specialize in the 50+ baby boomer demographic.

About CogniFit

CogniFit brain fitness programs provide an initial baseline assessment of the cognitive abilities that are most affected by aging, before creating personalized training programs. No two training programs are the same. Based on more than 30 years of neuro-scientific research, CogniFit's scientifically validated, patented brain training programs are personalized to each user's skills and needs to help enhance their cognitive performance and health.

Shlomo Breznitz, PhD, founded CogniFit 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 assessment and training. Prof. Breznitz has had a long and distinguished academic career and has been at the forefront of cognitive training using a personal computer. CogniFit offers training programs for a wide range of cognitive skills needed for everyday functioning, as well as cognitive skills needed for specific activities such as driving.

To learn more about the CogniFit-Boomer Authority partnership program, please visit the website at http://www.cognifit.com/boomerauthority

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For more information, press only:
Jody Peake, OnPR, o: (503) 802-4400, m: (503) 997-3907, cognifit@onpr.com