The Sternocleidomastoid is one of the largest and most superficial cervical muscles. My newest massage protocol for treating chronic pain and releasing stress can include some work to this muscle, chronic tight or shortness of the Sternocleidomastoid can lead to headaches and neck pain; often associated with carrying 'a heavy psychological load.' The Sternocleidomastoid helps with movement of the head and also aids deep inhalation, tightness or pain here can reduce capacity to inhale during exercise reducing overall outcome and physical ability. This is not normally an area that needs strengthening due to its nature to be overused in carrying emotional stresses. Some stretches that can help the area include; side flexion neck stretch, rotation neck stretch.
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