Health and fitness operators should embrace their role as brain health centres says Oli Patrick / Jack Emmerson
HCM editor, Liz Terry, has opened the 2026 HCM Summit with a rundown of coming trends, these include brain training – a focus of this year’s HCM Summit – vagus nerve resets, bone loading, face yoga, trauma-informed exercise, fascia training and activities which promote collective effervescence.
Terry also unveiled the launch of HCM Evidence – a collaboration with Active Insight to carry out research into industry trends. The first piece of research, about language and how our industry should be described, is featured in the current issue.
PureGym chair and chair of the HCM Summit, Humphrey Cobbold, took to the stage next, having got the 6.05am train from Birmingham after the PureGym jamboree and was still full of energy.
Physiologist and co-founder of Pillar Wellbeing, Oli Patrick, gave the first keynote for the third year running. His talk focused on brain health being the next frontier of wellbeing.
“Health and fitness operators should embrace their role as brain health centres and use it to attract people seeking sharper thinking, better emotional wellbeing and healthier ageing,” he said.
“Fitness and leisure facilities have been a brain health intervention since their inception. In many cases, it’s not always about reinventing the operating model; it’s about re-understanding the value that we offer through the benefits of physical activity and beyond.”
Patrick says health assessments have traditionally overlooked the brain, despite it being the organ most closely associated with people’s identity, mood and independence. People could leave assessments reassured about their physical health while still struggling with low mood, forgetfulness or fears about a family history of dementia.
“We have had this huge blind spot with the brain, but our brain isn’t just an organ. Your brain is you,” he said.
He believes fitness operators have an opportunity to address this gap. His vision includes dedicated spaces where members could deliberately train cognitive skills alongside their physical fitness.
“The idea that there will be a separate mind gym, a brain health space, is an entirely logical future,” he said.
Examples discussed included dual-task training, which combines movement with cognitive challenges, and activities targeting reaction time and decision-making.
Patrick urged operators to distinguish between different motivations: improving cognitive performance, feeling happier and reducing the risk of future decline require different conversations and measures of success.
That breadth creates a substantial potential audience, extending from younger adults seeking better concentration and performance, to older people wanting to preserve their independence.
“The biggest opportunity with brain health is bringing another new audience to our facilities and our places,” he said.
A growing range of products is targeting that interest. Patrick highlighted EEG wearables that record the brain’s electrical activity, neurofeedback systems, VR-based cognitive training, sleep technologies and supplements marketed for brain health.
His approach to brain health centres on five pillars: movement, sleep, nourishment, social connection and mental stimulation.
Movement is associated with a lower risk of dementia, giving operators a strong foundation for communicating the brain benefits of their existing services. Regular activity can also support memory and thinking skills.
Sleep deserves particular attention, because being able to function after a short night does not necessarily mean the brain has had sufficient recovery.
“Your ability to return energy the following day and deliver tasks is not the same as your brain’s ability to clear the debris that accrues daily,” he said.
He spoke about the glymphatic system, a network involved in moving fluid through the brain and clearing metabolic waste. Most adults need seven to nine hours of sleep: seven hours is a general minimum recommendation, rather than a precise threshold at which waste clearance is completed.
Nourishment was his third pillar, including eating patterns that support healthy blood pressure and cardiovascular health. Social connection and mental stimulation complete the approach, helping people stay engaged with others and continue challenging their brains.
Alcohol is another behaviour relevant to the conversation. It interferes with communication in the brain, affecting functions including memory and judgement, while long-term heavy drinking can damage brain structure and function. It can also disrupt sleep, including reducing REM sleep.
“I hope you love your brain. That’s the most important thing,” he concluded. “Every time you take a step, it’s a vote for your brain. Every time you eat omega-3 and nourishing, nutrient-rich foods, it’s a vote for your brain. Every time you solve a puzzle, it’s a vote for your brain and every time you hug someone, preferably me, that’s a vote for your brain.”
Nuffield Health CEO, Alex Perry, is now on stage and still to come at today’s HCM Summit are insights from SATS CEO, Sondre Gravir, followed by Brain & Fitness founder, Anna Milani, in conversation with Oli Patrick about cognitive fitness.
The programme also features Olympian and Gladiators star, Harry Aikines-Aryeetey, Everyone Active’s Duncan Jefford, Sir Muir Gray and Dr Hussain Al-Zubaidi, before an unscripted session with Total Fitness CEO, Sophie Lawler, and Fitness First UK managing director, Marc Diaper, which promises to be an entertaining end to the day.
Brain training is also discussed in the current issue of HCM.
