Well I can tell you it's a turn on, but it is best to do the flogging responsibly. However, what may feel good in the moment can have adverse consequences. Like needing to apply ice for days on end... Not good... Plus, the 'splaining!!!! !!!! Of course some guys want to be beaten up badly, but that is not normally the way things are practiced in reality. It's better to live to play another day!!
I always hate to get technical about such things, but there is a definite science to flogging and doing It in such a manner so that any bruising is kept to a minimum. It involves the physics of how the lashes make contact with the sub's body plus the areas of the body that are affected. Something that I posted a few years ago:
http://www.companyofmen.org/threads/lets-discuss-flogging.93012/#post-855019