There is a common misconception that sports massage needs to be painful to be effective. Working deep into the tissues requires patience and skill not brute force.
Overworked muscles become tight, painful and can eventually lead to injuries. Releasing the tension increases flexibility, strength and performance. Treating overworked muscles can cause some discomfort, however when the client and therapist are working with each other with good communication, the therapy can be both effective and pain free.
Massage should not be seen as a luxury, it should be seen as a way to maintain and treat the body to keep it functioning in the way you would prefer. Just as a car needs to be regularly serviced, the human body needs maintenance. The more strain someone puts on their body, the more often it will require treatment. In fact most professional athletes incorporate regular massage into their training regime to improve performance and reduce injuries.