A massaging apparatus has a capability of self-adjusting a massage strength for giving an optimum massaging effect for individual users. The apparatus includes a supporting frame on which a user rest and an applicator projecting from the supporting frame to be pressed against a user's body. The applicator is driven to move for applying a massaging force to the user's body. A pressure sensor is provided to monitor a pressure applied back to the applicator from the user's body as a counter-action of applying the massaging force to the user's body and to provide an output indicative of the monitored pressure. A strength-adjustor is included to vary a projecting amount of the applicator from the supporting frame and/or an operational speed of moving the applicator in order to adjust a massage strength applied to the user's body. The massaging apparatus is characterized to include an auto-controller which is connected to receive the output from the pressure sensor and actuates the strength-adjustor in order to increase and decrease the massage strength in such a manner as to follow the monitored pressure. Whereby, the apparatus is enabled to self-adjust the massage strength in proportion to a force at which the user has its back or desired portion pressed against the applicator.