Brain training has emerged as the fastest growing Medicare Advantage fitness benefit since the Centers for Medicare & Medicaid Services began tracking distinct fitness benefit categories in 2019. When CMS required insurance plans to differentiate between physical fitness, wearable fitness trackers, and memory fitness programs, it revealed a significant trend in beneficiary preferences.
Federal data shows memory fitness programs experienced a 300% increase in plan offerings between 2019 and 2023, outpacing traditional gym memberships which grew by only 45% during the same period. Currently, more than 25 percent of Medicare Advantage plans with fitness benefits include brain training programs, up from just 6 percent when first approved in 2019.
This rapid adoption reflects growing awareness of cognitive health among Medicare beneficiaries. Programs like BrainHQ and similar platforms offer structured mental exercises designed to improve memory, attention, and processing speed. These benefits are often bundled with traditional fitness offerings, giving members comprehensive wellness options.