My husband was having lateral knee pain which we decided was ITB pain too.

His responded very well to stretches and doing clam-shell exercises etc, plus I did some deep massage to the whole length of the ITB .... he didn't like that!

We (a colleague and I) also decided his main provoker appeared to be over-pronation of his foot, so he's now wearing medial arch supports. He is 58 years of age and has been able to return to running and playing field hockey painfree after 3-4 weeks of this, whereas before this he was having pain and limping even when walking.