In reply to TheDrunkenBakers:
I've been plagued with this over the years.
People will tell you to foam roll which may help with symptoms. There is, however, likely to be an underlying biomechanical issues which, unless you address it, will no doubt mean that the symptoms keep rearing their ugly heads.
The most common cause is probably weak glutes (runners plague) but without being assessed will be difficult to say exactly.
My personal way to get rid of troublesome ITB pain is to be quite religious with quad stretching after running as well as starting regular hip hikes on a step. Working up to 70-100 on each side over a week or two. At any sniff of pain I usually cut the distance and intensity out of my running until I feel confident that I can start to increase things again without significant pain.
Sports massage always feels good, although it is incredibly painful at the time, and I'm not sure it actually helps to actually solve the problem. So you could probs save the money and just see a physio instead.