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BACKGROUND: Global stroke incidence has been rising among adults 65 years of age or younger. A dearth of research exists exploring and understanding younger and middle-aged adults' lifestyle-related knowledge and habits along with associated facilitators and/or barriers with the adoption, maintenance, and support needs for development of new brain health interventions, which this study sought to address.METHODS: A qualitative study was conducted, followed by virtual, semi-structured focus groups. Data collection and analysis were performed using Goffman's dramaturgical theory to guide the inductive thematic data analysis.RESULTS: A total of 12 participants comprised the sample. Four themes emerged: 1) , 2) , 3) ; and 4) CONCLUSION: Findings contributed to a deeper understanding of factors influencing the adoption of healthy habits and approaches to reconceptualize and re-design brain health interventions that meet the needs, preferences, and priorities of this population.