From sports recovery to stress relief, massage has become a mainstay of local wellness. Wellness and beauty have quietly become a growing part of life in the state's cities.

Therapists serve athletes, office workers and older clients alike.

What sets it apart

Modalities range from deep tissue to gentle relaxation work. Small as it sounds, it is exactly the sort of thing that defines the experience on the ground.

Clinics increasingly pair massage with physical therapy.

Why it matters

In the end, the story here is really a story about the northern plains and the people drawn to them. For a growing number of South Dakotans, that kind of reset has become part of the routine.