Massage therapy: a luxury or a legit form of alternative therapy for pains, aches and a laundry list of other maladies?

While relaxation is historically the leading motivator for massage, more Americans are looking to massage therapy for medical reasons, such as injury recovery, pain reduction, headache control, and overall health and wellness, according to an industry organization.

"About one-third of Americans still think massage is a luxury, but 40 percent have had a massage to relieve pain," said Mary Beth Braun, president of the American Massage Therapy Association. "Massage is a hot topic. As the medical community increasingly recognizes its benefits, and as more insurance companies begin to include it in their plans, massage will become a more common component of people's health and wellness practice."

The week of Oct. 22-28 is National Massage Therapy Awareness Week.

Massages now in hospitals

More than 39 million Americans received massage within the past year, 25 million more than 10 years ago. Almost one out of three people did so for health reasons, and slightly more than half even got the green light from their doctors, according to an association survey.

Furthermore, the use of massage therapy in hospitals is up 30 percent over last year, as more turned to the technique for the stress and pain management of patients, association leaders said.

The survey also found:

•  Men and people 65 and older are especially likely to get massages for medical/healthcare reasons.

•  Massage therapy was the first choice in pain relief for 25 percent of the women, compared with 22 percent of the women who first chose medications.

•  The number of people who had their massages paid by insurance doubled from to 10 percent this year.

•  Relaxation and stress reduction were common reasons for having massages, as shown in 10 years of customer surveys.

•  72 percent of "Generation Y" respondents - the 18- to 24-year-olds - said massage is not a luxury and nearly all believe the technique can effectively rid them of pain.

•  About half even said they've turned to massage therapy to relieve pains and aches.

Types of massage

While finding the right massage therapist is critical, consumers also need to understand how massage can help them by understanding what types suit their needs, said Braun, who recommends talking with your massage therapist about your physical condition and what you hope to achieve.

The four most common types of massage are:

•  Swedish massage - a gentle, relaxing massage using a system of long strokes, kneading and friction techniques.

•  Deep tissue massage - beneficial for muscle damage from an injury, such whiplash or back strain.

•  Sports massage - helps prevent athletic injury, keeps the body flexible, and may help the body recover from an injury.

•  Chair massage - massage of the upper body for relaxation and circulation while  you're seated in a special chair.

She also suggests you ask whether a therapist is licensed to practice massage, nationally certified in therapeutic massage and "bodywork," and where he or she was trained.