New company enters growing brain fitness market
MaRS teams up with Baycrest's world-renowned cognitive scientists
Baycrest president and CEO
Baycrest will put its substantial cognitive science reputation behind a new for-profit company - Cogniciti - that will produce a suite of products, games and training protocols grounded in 20 years of aging brain research at Baycrest.
"Innovation partnerships between science and technology are essential if we want to improve the brain health of aging Ontarians and others around the world," said
"When it comes to innovation, Ontario means business - and today's announcement is one more example of Ontario ingenuity at work," said Minister of Research and Innovation
In a market category where a best-of-breed platform for brain fitness products has yet to exist, Baycrest and MaRS see a huge opportunity to capture the pole position.
"With its exceptional research capabilities and commitment to providing the best possible care, Baycrest is extremely well positioned to be the global leader in its field," said business strategist
Test-marketing will begin next year for Cogniciti's first product, Memory@Work(TM). The corporate training program will teach employees, managers and team leaders how to use memory strategies to improve personal performance in the workplace. Other products in the pipeline for test-marketing in 2011 and 2012 include brain exercise games for mobile devices and the web.
"Converting Baycrest's outstanding cognitive science research into products and services for the important and rapidly growing brain fitness market represents a very promising opportunity," said MaRS CEO
Baycrest is a trusted resource on aging; its neuroscience unit the Rotman Research Institute was recently ranked by an international panel of scientists as the "best in the world" in the field of memory and aging. That sterling reputation will give Cogniciti's products rock-solid credibility with discriminating and informed consumers in a brain fitness market that has the potential to grow to between
"We will develop our products based on current knowledge of brain functioning and continually validate the efficacy of these products in different populations," explained
The new company is using an interactive research model for product testing that will inform the best cognitive training platforms for customer needs and enable fast-tracking of products from science lab to market. Research data will be published in peer-reviewed scientific journals to ensure the products meet the highest standards of scientific validation.For further information: Linda Quattrin, Director, Communications, MaRS Discovery District, Office: (416) 673-8104, Cell: (416) 270-3113, firstname.lastname@example.org; Kelly Connelly, Senior Media Officer, Baycrest, Office: (416) 785-2432, Cell: (416) 882-5307, email@example.com