You can use all sorts of different things as rewards in training. If your dog enjoys being massaged, have him sit beforehand, and use the massage as a reward.
Proper lure-reward training will progress through four quantum leaps: 1. Phasing out Food Lures, 2. Reducing the Number of Food Rewards, 3. Phasing Out Food Rewards, 4. Phasing Out External Rewards.
Potty training is one of the most important aspects of raising a dog, and it is one area in which you should be very generous with your rewards. You should always reward good potty behavior.