While the popularity of breast reduction surgeries is growing among women, it's also growing among men, as males seek help for what are often dubbed "man boobs."

Last year alone, doctors estimate more than 17,000 men in Canada and the U.S went for breast reduction surgery at a cost between $5,000 and $10,000.

While many men who put on a few too many pounds notice extra fat in their chests, other men develop distinctly developed breasts, even when they're not overweight.

It's a condition called gynecomastia, and it's typically a source of intense embarrassment for men.

One man with the condition, who we'll call Garrett, says he's hated the way his breasts looked for about five years now.

"I hired a trainer to focus on parts of my chest, and nothing worked," he says. "It psychologically bothers me."

So the 21-year-old is about to undergo surgical breast reduction, an increasingly popular procedure among men in North America, say doctors.

"Their self-esteem is low," explains plastic surgeon Mahmood Kara. "They have trouble at the beach, swimming pool, in the change room. Some can't even hide them with clothes."

Some severe cases of gynecomastia are linked to hormone changes, obesity, and prescription drugs that boost the risk of breast tissue growth. Other cases are caused by steroids and even marijuana.

Garrett says he realized after trawling the Internet that he was not alone in his condition.

"There are so many blogs, discussion boards on the Internet, people talking about it. It's a problem that's been around for a long time but no one really talks about it," he says.

Dr. Karas says the surgery is relatively simple, taking about an hour during which fat tissue and breast ducts are removed using ultrasound that breaks up the tissue and a suction device similar to that used in liposuction.

He says the changes can be dramatic.

"It completely changes their lives. They have improved self-image and self-esteem," he says.

In some provinces, this surgery is covered by provincial health plans if the breast growth is linked to prescription medication. But 90 per cent of the procedures done are for cosmetic reasons.

Garrett says he's pleased with the results of his surgery and it simply happy to get something that has long bothered him quite literally off his chest.

With a report from CTV medical specialist Avis Favaro and producer Elizabeth St. Philip