Enter the strip-mall massage clinic.

In recent years, a wave of companies -- many with locations in suburban shopping centers -- have sought to offer a cost-conscious alternative to massage-seeking consumers. The formula: Make the service simple for patrons to use and understand, price it at about half the $80-and-up cost that spas typically charge and then develop a solid core of repeat customers. Call it McMassage.

Ingo FastSo far, the strategy appears to be working, with many of the companies in full growth mode, despite the rough economy. This past November, Massage Envy, based in Scottsdale, Ariz., opened its 500th clinic in just its sixth year in business; it has plans to add another 300 throughout the country.

The companies also appear to be fulfilling another goal -- demystifying massage for consumers who might not otherwise opt for such therapeutic service. Massage Heights, a 48-clinic chain based in San Antonio, Texas, reports that 50% of its customers never previously had a massage. (And just so newcomers don't get the wrong idea, the company makes them sign a waiver explaining that any sexual suggestiveness or advances will not be tolerated.)

But can a bargain massage really prove to be a soothing experience? To find out, we booked appointments at five chains at locations throughout the U.S. (most also accept walk-ins). The clinics are essentially variations on a theme, with similar Zen-inspired waiting areas (think waterfalls and slate floors), promotional offers (first visits are often at a deep discount) and customer-driven philosophies (patrons are given a choice of different massage techniques and are usually told they can disrobe as much -- or as little -- as they want). Most also say they hire only trained massage therapists and ensure that they follow company protocol.

The only real downside we found was that the massage chains tended to apply a bit more pressure -- in the sales sense. At all but one of the shops we tried, our sessions were followed by a brief pitch to join membership programs. Typically, the programs require you commit to one massage per month at a slightly reduced price, with the option to pay for additional massages at a similar rate. That said, the membership pitches were pretty soft: We waved them off fairly easily.

We could tell we were in experienced hands when we visited a Zen Massage clinic in Wellington, Fla. (The 17-clinic chain is headquartered in Charlotte, N.C.) After we settled in a cozy and darkened room where New Age music was playing in the background, the therapist went beyond looking at the questionnaire we filled out specifying our aches and pains and massage preferences (we generally opt for a light touch in the Swedish style) and asked us to simply state what we hoped to achieve. Then, she proceeded to work her magic, kneading her way through almost every muscle in our body and keeping us discreetly covered under the sheets. We liked the fact that she didn't hew to a particular modality: If she felt we were particularly tense in one area, she might switch from Swedish to something deeper. We also liked that she emphasized our overall well-being, reminding us of the importance of drinking enough water throughout the day.

But most of all, we liked the pricing -- a very reasonable $49.95 (not including tip) for an hour-long Swedish massage (other styles and durations are more) -- and the fact that the company doesn't push any contracts or memberships. It's the same cost each time you visit. Our only small complaint: When we booked our appointment, the clinic didn't ask if we preferred a male or female therapist -- most others did.

We were also pleased with our experience at a Hand & Stone Massage Spa clinic in Commack, N.Y., part of a 26-clinic chain headquartered in Toms River, N.J. We paid $69.95 for a 50-minute hot-stone massage (regularly $99.95), plus $15 for an additional 10-minute foot scrub and massage. The therapist used heated stones and focused on our problem areas (neck and shoulders), applying "medium" pressure, as requested, and delivering a great massage. The foot scrub he offered was heavenly -- well worth the $15 add-on charge. Again, we had a minor complaint -- a bit of noise could be heard outside the treatment room -- but nothing that detracted terribly from the experience.

With a Massage Envy in Palm Beach Gardens, Fla., we paid even less for our introductory visit -- a mere $39 for 50 minutes. But this was the only instance where felt we might have gotten less than a full treatment. The able therapist did focus on our aching feet, as requested, but that ended up leaving no time for the front half of our body. The session ended semi-abruptly when he realized our hour was up.

A similar problem occurred at a Massage Heights in suburban Atlanta, which charged $39.99 for an hour-long introductory massage, plus $20 for a hot stone add-on. When we hit the 60-minute mark, our therapist stopped and said had to go to his next appointment. Still, we give him high marks for asking us if the pressure was right (it was) and keeping the chit-chat to a minimum (we're not overly fond of talkative therapists). This was also the only chain we visited that offered free aromatherapy, with a choice of scents (we went with eucalyptus).

Finally, we visited an Elements Therapeutic Massage in Austin, Texas. (The 70-plus-clinic chain is based in Highlands Ranch, Colo.) Our session didn't get off on the best footing: When we booked our appointment, we were assigned a female therapist (which happened to be our preference), but when we showed up we were paired with a male one. (We tried to reach the company for comment on the switch, but a spokesman did not return repeated calls.) Still, the massage, priced at $49 for 55 minutes, proved a solid bargain in that the therapist gave us an extra 20 minutes to work out a knot in our back. As with Zen Massage, the focus seemed to be on finding the right treatment for the customer rather than sticking with a pre-set plan. We also liked some of the clinic's little gestures -- a peppermint left on the pillow of the massage table, an offering of a bottle of Elements-branded water.

Would we return to any of these places? In a word, yes. The savings is considerable versus the spa route -- a 50-minute massage at a Four Seasons resort can run $140-plus -- and the quality is comparable. But the contracts and membership plans may be too much commitment for those of us looking to keep our monthly expenses down in these belt-tightening times. After all, the last thing you want from a massage is added stress.

—Valerie Bauerlein, Beth DeCarbo and Rachel Emma Silverman contributed to this article.