Neurofeedback is being used widely by athletes, performers, and executives, who want to increase their performance. Performance involves increasing memory and cognitive abilities, sleeping more soundly and awakening refreshed, playing musical instruments or sports better, or simply living a better, more conscious life. Using neurofeedback in this way is known as mental fitness training or peak performance.

Neurofeedback enthusiasts experience better self-esteem, amelioration of depression, ability to focus and concentrate, ability to relax body and mind, and increased creativity and mental flexibility. Brain wave training helps people to develop what Les Fehmi, a Princeton psychologist calls attentional flexibility, when one focuses intently on a particular event. The key may be in linking brain wave frequencies to develop a performance map, somewhat akin to listening to a whole orchestra as opposed to just one instrument.