Marketers, start your engines… a new fitness boom is about to begin.

The article reports on work being done at the University of Illinois, UCLA, Columbia University, and other locations to establish the relationship between physical exercise and improved brain fitness.

Last week, in a landmark paper, researchers announced that they had coaxed the human brain into growing new nerve cells, a process that for decades had been thought impossible, simply by putting subjects on a three-month aerobic-workout regimen. Other scientists have found that vigorous exercise can cause older nerve cells to form dense, interconnected webs that make the brain run faster and more efficiently.

Every time a bicep or quad contracts and releases, it sends out chemicals, including a protein called IGF-1 that travels through the bloodstream, across the blood-brain barrier and into the brain itself. There, IGF-1 takes on the role of foreman in the body’s neurotransmitter factory.