ARLINGTON HEIGHTS, Ill., Jan. 21 (UPI) -- Statistics from the Illinois-based American Society of Plastic Surgeons show a different sort of chest implants gaining popularity -- pectoral implants for men.

The organization said 409 men in the United States received pectoral implants in 2006, a 99 percent jump over the previous year, the San Francisco Chronicle reported Monday.

San Francisco plastic surgeon Dr. James Romano said he performs 35 to 40 pec implant surgeries each year.

"It's a cult following, almost, although it's growing because of the media and the Internet," Romano said.

He said the procedure is usually done for strictly cosmetic purposes, but occasionally the men seeking the surgery are looking to correct a congenital deformity, such as a missing rib or pectoral muscle.

However, the doctor said the procedure is not for everyone.

"Some men come in and ask for it, and either don't have the anatomy that will allow me to do it and look good, or they want something that is too big or out of proportion. I don't take all comers," he said.