MEET OUR CEO: MAT NORBURY
At the helm of brainfit is our visionary CEO, Mathew Norbury. With a passion for revolutionising how we approach brain health and fitness, Mat is leading the charge in developing cutting-edge wearable neurotech solutions that empower individuals to take control of their cognitive wellbeing.
A New Approach to Brain Health
Mat's journey into the world of brain fitness began with a simple observation: while we have numerous tools and metrics for physical health, the realm of mental wellbeing remained largely unmeasured and misunderstood. This realization led him to coin the term "brain fitness," moving away from the often stigmatized concept of "mental health."
"We all understand the importance of physical health and the best ways to maintain it," Mat explains. "We also know how to monitor it with numerous products on the market that measure our physical fitness and performance. But our brain fitness (encompassing our brain health, mental wellbeing and cognitive ability) is completely invisible. If you can’t measure it you can’t manage it. We can only guess at what’s going on in our brains."
Pioneering brainfit Technology
Under Mat's leadership, brainfit has developed an AI-powered platform that uses biometric data from existing wearable devices (like Apple Watches and Fitbits) to provide insights into brain fitness and the factors affecting it - sleep, stress, and physical activity. But the real game-changer is the upcoming brainfit+ device, which can be integrated into everyday headgear (the first product is a baseball cap) and allows anyone to measure actual brain activity and performance in real-time.
"Our forthcoming product brainfit+, an AI-powered wearable tech device, will meet that challenge head on," Mat says with enthusiasm. "It uses infrared light to analyse activity in the prefrontal cortex, the part of the brain that controls higher-order cognitive functions, such as decision making, reasoning and attention."
The Brain Economy
Mat is not just focused on individual wellbeing; he sees brain fitness as a crucial economic driver. He points to staggering statistics about the global cost of brain disorders, estimated at $5 trillion per year and expected to rise to $16 trillion by 2030.
"We're facing a brain capital crisis," Mat asserts. "Yet in most countries, the majority of people do not have access to effective brain health promotion, services and support. At brainfit, we believe that if you can measure it, you can manage it, and if you can predict it, you can prevent it."
Future Innovations
Looking ahead, Mat is excited about the launch of brainfit's personal training program in 2025. "You've heard of personal trainers or PTs? Well, we'll link you up with your own brain fitness trainer," he explains. These sessions will include exercises designed to strengthen the prefrontal cortex, improving emotional regulation and adaptability to change.
A Vision for Workplace Wellness
Mat's vision extends to transforming workplace wellness. With the Mercer's 2024 Global Talent Trends report estimating that 82% of workers are currently at risk of burnout, he sees brainfit as a crucial tool for businesses.
"Humans are a businesses' most important asset, so protecting and nurturing them can only benefit your bottom line," Mat states. He envisions a future where brainfit's cloud-based dashboards allow managers to see anonymized data and identify real-time trends and risks, leading to healthier, more productive workplaces.
Commitment to Privacy and Security
Understanding the sensitive nature of brain health data, Mathew has made data privacy and security a top priority for brainfit. "The individual is in complete control," he emphasizes. "They don't need to share it with anyone to benefit from brainfit."
A No-Brainer for the Future
As Mathew leads brainfit into the future, he remains committed to his vision of making brain fitness as commonplace and understood as physical fitness. "With burnout costing the average business 34% of total salary costs, why risk negative consequences when all you need to do is pick up the phone to us?" he asks.
Under Mathew Norbury's leadership, brainfit is not just a company to watch—it's a potential game-changer in the field of cognitive wellness. As Mathew puts it, investing in brain fitness is truly "a no-brainer."