The massages are geared towards athletes and their sports. For instance, working on a runner will require doing a lot of leg work, but the upper body work will be minimal. Moreover, massages will target those areas that tend to become injured. For example, a massage session with a tennis player will involve a forearm massage that is preventive in the development of tennis elbow. If necessary, a whole session could be spent only on important areas, and skip completely muscles that are not overused in a particular sport.
A good massage therapist will never force pressure into the muscle. They will continue to apply pressure until the muscle pushes back against them. The muscle will then slowly begin to release and allow the therapist to move along it. The pressure used should not be painful, but should walk a fine line between pleasurable release of tension and a pain-blocking response from the body (tensing up).