The cerebral blood flow does, however, vary based on cardiac output - the harder your heart beats, the greater the blood flow to the brain. And as you increase the blood flow to the brain, you also increase the percentage of heat loss. As it turns out, when you begin to exercise, there is increased cerebral blood flow. This increases the percentage of heat lost through the head to about 50% of total body heat loss. But as the person continues to exercise, the muscles demand more oxygen which increases blood flow. To ensure thermoregulation and maintain normal core temperature (exercises increases body heat), the skin vasodilates which increases blood flow to the skin to cool the blood. The net result is a decrease in the total blood flow to the brain and a decrease in percentage of total body heat lost through the head to about 10%. Once sweating begins, the percent lost through the scalp returns to 7%.