I have some ongoing ITB irritation. I find that stretching several times a day can help lessen the irritation. I primarily do the stretches explained here:
http://physicaltherapy.about.com/od/...Bstretches.htm
Be careful though. In my experience, ITB issues can easily turn chronic such that only rest will do. Best to tread (no pun intended) lightly.



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I've been doing some strength and core work instead (which I desperately need!). 
I knew jolt was going to talk about running barefoot. I love hearing about that!
