Sports massage is good if you're dealing with some pain or restriction due to your favorite activities. If you're pregnant, you need the prenatal massage because there are special training, techniques, precautions and equipment for the mom-to-be.
Sometimes a spa will offer a "customized massage" with a fancy name. Frankly, all massage should be customized, but usually they say that this massage will call on the therapist's full range of massage skills, depending on what you need and want. It seems gimmicky, but it may be a way to get a more seasoned therapist who has a command of more techniques.