Dog massages. However likely this phrase is to conjure up images of over-indulgent owners showering their Fifis and Cocos with gourmet dog food and trips to day spas, this isn’t a pampering technique for the clueless.

A good massage is as beneficial for dogs as it is for humans. Although generally used for the canine athlete, it may be used for your average pooch. Benefits of professional canine massage include increased circulation and range of motion, released tension, decreased muscle inflammation, relieved congestion, and above all, pain relief.

Dog massaging is a rare commodity in the Chippewa Valley, with only one local provider. Local dog one-stop-shop EmBARK offers dog massage through the expertise of owner and self professed “canine circus ringleader” Heather Mishefske, a certified canine massage provider. Though they’ve offered it for about five years, Mishefske says that when she first began, nobody did it. “People laughed at me… now, it’s a lot more common practice.”

Mishefske says people are initially skeptical, and many use her as a last resort. “Let’s go see the weird voodoo girl who does massage,” she quips. But, Mishefske continues, “Muscles are muscles, whether they’re on a camel or on a human. They all work in similar ways. If we can help heal the muscles manually, lengthen them, bring in blood flow, then the benefits are amazing.”

At EmBARK, Mishefske focuses on competitive, geriatric, and post-surgery dogs. What she does is more therapeutic and less relaxing in nature, which involves a lot of gait analysis beforehand. “Dogs tell you everything,” she says, “just based on how they move... their bodies are so honest.” Mishefske also focuses on teaching owners how to play a larger role in their dog’s health, which includes nutrition and exercise.

Although canine massage is not an alternative to veterinary medicine (a point emphasized by Mishefske’s website), the results can be just as impressive. According to Dr. Cynthia Mather, a veterinarian at Eau Claire Animal Hospital, canine massage has very tangible benefits. “It’s very relaxing for him or her,” says Mather, “It’ll increase flexibility, pain relief, the release of endorphins... it’s a real anti-stress move. Just like for humans... it’s going to make the dog feel better.”

Altogether, canine massage is recommended for tense, athletic, or just plain fractious dogs. It’s also a chance to get to know your doggy pal at a whole new level. “What I love is how I can give the owner the tools to help their dog… it strengthens their relationship as well,” says Mishefske. “The amazing part is for the tentative dog to come in, and to see how trusting they become.”