On its Web site, Sierra Tuscon details its approach to sex addiction. Much of their program treads the usual rehab trail -- "daily process groups, weekly therapeutic recreation activities, psychodrama, 12-step 'S' meetings, grief therapy, and family treatment." Two procedures stand out -- "Eye Movement Desensitization and Reprocessing (EMDR) sessions and Somatic Experiencing sessions."
What's all that about? EMDR is based on the notion that eye movements can reduce the intensity of disturbing thoughts. EMDR therapy involves getting the patient to recall a past traumatic event while they are stimulated to have rapid eye movements. As this is happening, the patient is encouraged to "reprogram" the painful memory to be associated with a positive, self-chosen belief instead of the bad memory.
Somatic Experiencing takes things a step further. Patients are encouraged to become aware of the tension, stress and other physical manifestations of trauma and regulate their reactions. In doing so, they can regulate their perception of the trauma.
Sierra Tuscon recommends at least four weeks of inpatient treatment for sexual addiction. For James, a month out of the game could prove costly. He is CEO of West Coast Choppers, which posted annual sales of $4.3 million last year from manufacturing custom motorcycles. He is also the host of Spike TV's "Jesse James Is a Dead Man." But if the motorcycle mogul intends to slay his demons, he'll be camped out at the facility for a while -- according to reports, James checked in March 26.
ABC News' Dan Childs contributed to this report.