SAN DIEGO -- Last year, nearly 19,000 men underwent breast reduction surgery to remove undesirable breast fat, otherwise known as gynecomastia.

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According to surgeons at the La Jolla Cosmetic Surgery Centre, it's not that men have suddenly started growing breasts, it's that the removal of male breast tissue has recently become a much easier, less traumatic experience.

"It used to be that the only way to remove excessive breast tissue in men was to surgically incise the fat and literally cut it out," Dr. Lori Saltz said.

DID YOU KNOW? Gynecomastia affects an estimated 40 to 60 percent of men. Gynecomastia can start as early as the teenage years, can increase with age and, in some cases, be affected by alcohol, drug and steroid use. Gynecomastia is the medical term that is derived from the Greek words for "women-like breasts."

"We are now using a specially designed reciprocal liposuction cannula that gently moves through the fibrous tissue (which gets thicker and harder closer to the center of the breast) and gently suctions out the excess fat," Saltz said.

The new liposuction method provides a way for men to obtain a more masculine contour to their chest. Improvement is permanent and leaves minimal scars.

Dr. Merrel Olesen adds that the procedure is simple and virtually painless.

A small, inconspicuous incision, less than a half-inch long, is made in the fold of the underarm area. The cannula is then placed through the incision and gently and easily turned throughout the tissue, gathering and suctioning away the excess fat.

This allows surgeons to easily work within the fibrous tissue area to suction out unwanted fatty deposits. After surgery, men wear a tight surgical vest to promote a rapid recovery.

San Diego resident Charlie Smith suffered from gynecomastia.

"I kind of saw fat building up on my body in locations that I was not pleased with," Smith said.

He said his male breasts affected his self-esteem tremendously.

"I tended to go to the gym between 10 p.m. and 11 p.m. when most people weren't there, so I was less self-concious," Smith said.

He recently underwent breast reduction surgery at the La Jolla Cosmetic Surgery Centre.

Smith said he hopes his new sculpted chest will take away the fear of turning into "that old man on the beach."

The procedure only takes about a half-hour and costs between $3,000 and $6,000.

Doctors suggest before having any procedure concerning excess male breast tissue, patients should be thoroughly screened for breast cancer and hormonal problems.