Growing up an only child in a small town outside of Tuscaloosa, Alabama, William A. Moore, developed his entrepreneurial spirit early on watching his mother, a cosmetologist with her own beauty salon, work hard running her business. He recalls, “She brought me to work with her and I remember being four and five years old and doing manicures on her customers that were having their hair dried, not knowing at all what I was doing. I just always wanted to be doing something and I always wanted to work. I’ve always worked for myself, but I was surrounded with that when I was growing up, my mother working for herself.”
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Growing up an only child in a small town outside of Tuscaloosa, Alabama, William A. Moore, developed his entrepreneurial spirit early on watching his mother, a cosmetologist with her own beauty salon, work hard running her business. He recalls, “She brought me to work with her and I remember being four and five years old and doing manicures on her customers that were having their hair dried, not knowing at all what I was doing. I just always wanted to be doing something and I always wanted to work. I’ve always worked for myself, but I was surrounded with that when I was growing up, my mother working for herself.”
When Moore began college, he had no plans to or inkling that he would eventually end up in medical aesthetics. After earning his bachelor’s degree in sports medicine, Moore went on to get a master’s degree in clinical exercise physiology. While working in a hospital doing primarily phase 2 and 3 cardiac rehab, he realized, “I was in the hospital working, and I felt myself growing unhappy with that career path. However, I still loved the healthcare industry, so I went back to school to do an MBA.”
A Serendipitous Introduction to Aesthetics
While he was earning his M.B.A., Moore decided to get laser hair removal for the back of his neck and genital area. He immediately ran into problems, however. There were only around five locations providing laser hair removal in Dallas at the time, and none of them were willing to do the genital area. Moore relates, “I was like, ‘What is going on with this? It can’t be that unusual for a man to want to have his genital area laser treated.’ I found one place that would do it. It was the absolute worst experience that I think I’ve ever had in my life. So I asked him, ‘What is your training?’ He said, ‘There’s no regulations for lasers.’”
With the advantage of having solid experience on the clinical end from his previous work, Moore decided to open his own medspa, Advanced Skin Fitness, in 2003. He made certain to hire a trained esthetician to do the procedures requiring someone with knowledge of how to perform them safely and properly, such as chemical peels and laser hair removal, the treatment that started him on this path. Success came swiftly, placing Moore at the forefront of the medical aesthetics industry.
“I was at primarily a male clientele clinic, but I would go in at 10 a.m. in the morning and I wouldn’t leave till 10 p.m. at night. Because I was at the forefront of the medical aesthetics industry, the brand representatives began to know who I was. I became the first to get calls whenever there were new products that came out on the market, allowing me to absorb these new developments as the industry progressed. Unlike professionals entering the industry now, I was able to learn how to use these new technologies thoroughly as they were introduced to the market,” says Moore.
Taking A Stand For Safety
About five years after he opened his medspa, Moore decided he couldn’t stay silent on the very issue that brought him to open his own medspa, the lack of laser licensing in Texas. Moore explains, “I began to get active politically. There was no legislation in Texas at the time that regulated who could use lasers, and that’s a problem. If somebody has a complication, the first thing they want to do is shut down the people using the lasers. So, I started to lobby in Texas for laser licensing. I was part of the founding organization that started lobbying with the House and the Senate in Texas, and we eventually got laser licensing passed.”
He went on to become the president of the Society for Clinical & Medical Hair Removal, which led to his fight for LGBTQ+ rights in the workplace, as well as lobbying for laser licensing in New York, a major effort he’s still working on after seven years of going head-to-head with the New York Medical Board.
Becoming an Expert Injector
Moore’s road to becoming the expert injector he is today actually began when he was the first practitioner in Texas to provide the first cellulite treatment using VelaSmooth. Moore was invited to attend a week-long training course for the device aboard a cruise ship, allowing for some vacation fun to be had along with the education. It just so happened that the very first injectors of Botox were there providing a training session on Botox as part of the overall course.
“They happen to have the Caruthers, the husband and wife that were the very first injectors of Botox, on that cruise ship doing the training portion for that class on Botox. I hadn’t even gone to the course to learn Botox. I went to learn to do VelaSmooth and to take a vacation. I ended up getting trained on Botox unexpectedly, and that’s how my work with injectables began. I think I was one of the very first injectors in Texas or Dallas to switch over from Botox to Dysport.”
Moore continued to hone his injection skills in 2010 when he went to train with Dr. Charles Runnels at his local clinic in Fairhope, Alabama to do the vampire facelift when it first came on the market. He recalls, “When I began to do vampire facelift, that also came with a portion of dermel filler. And so I began to do a lot more general filler at that time. So, over the course of time, I became an expert injector.”
The Beginning of PhalloFILL
While there, Dr. Runnels told Moore about the P shot and the O shot, knowing he had a lot of male clientele. This resulted in Moore being the first person trained by Dr. Runnels to perform the P shot. After discussing it and learning how to do the P shot, Moore and Dr. Runnels spent the next year and a half sharing their results and comparing notes on the efficacy and benefits of the treatment.
“He saw a tremendous amount of growth in the penis after the P shot, as well as improvements in sexual performance such as erectile dysfunction. I was really only observing improvements in the functionality. I didn’t see any improvements in size, but what I realized was whenever I introduced it to patients, I received a tremendous number of responses from men wanting to change the size of their penis.”
Moore had many clients call and ask to get the P shot to enhance the size of their penis over the next several years. He explains, “I would be very honest with them. I’d tell them, ‘I’ll do the shot on you, but I’m not going to promise you enhanced size because I haven’t seen it myself. However, I’ve seen enhancement in the longevity of the penis, as well as anti-aging and rejuvenation.”
In the following years leading up to 2020, Moore began to hear from clients asking to get the P shot to fix penis enhancement procedures that had gone badly. “People thought that they were corrective. I was hearing from people who’d had bad dermal fillers made of silicone products that are not FDA approved and not supposed to be used in the human body injected into their penis. They thought that the P shot could fix it, but, unfortunately, it couldn’t,” states Moore.
After seeing a great deal of these cases in which men had complications from unsafe dermal fillers used for penis enhancement, he began noticing certain practitioners safely using hyaluronic acid dermal fillers for penile enhancement and their mixed results.
Moore explains, “The problem was that the penis is so dynamic (retracting, bending, moving, expanding and shrinking), so the filler would move around and migrate in conjunction with movement in the penis. I had some friends, a couple urologists, a dermatologist and a plastic surgeon, that had all been experimenting with hyaluronic acid dermal fillers for growth enhancement. So, I began to see what they were doing, what worked, what didn’t and what you need to stay away from. I also found other ways of doing some things that they had never done, and I developed a way of injecting that worked really well.”
Trial & Error
Having found the safest filler to use in hyaluronic acid dermal fillers and developed an injection technique that would achieve the desired results, Moore decided to begin perfecting his treatment in June 2020, amidst the Covid lockdown. His friends also stuck at home during this time were happy to volunteer to be the first to try out his new penile enhancement treatment.
“My friends were confident in what I could do and they also knew that I could reverse it. I told them if something doesn’t go right, then I can reverse it. I have hyaluronidaze here, so it’s not going to be a problem. That’s the nice thing about it. We can’t really hurt someone with this. We learned from our reconstructive urologist that the penis is so vascular that we don’t have to worry about the risks associated with injections in the face. There’s nothing that we can hit that would shut off blood flow, so there’s nothing that we could hit that could cause a problem,” says Moore.
Moore spent that June and July perfecting his injection technique before allowing a limited number of his clients to receive the treatment when he opened his practice in a limited capacity that August. He states, “It just took some trial and error until I figured out exactly how it needed to be done. I got my injection technique down over the course of June and July. When we opened back up at a percentage of capacity in August, I started allowing some of my patients by word of mouth to have the treatment done and they all went really well.”
Little did he realize how popular the procedure would become and how fast news of it would spread until he made a Google AdWords campaign in September and business went through the roof. “I just had no idea how big it was going to be. In October of 2020, I did $250,000 worth of dermal filler in a single month,” Moore says.
A Bump In The Road
Moore was so busy providing this new treatment that he had to completely stop injecting faces to focus on penile enhancement, hiring a nurse to replace him in his clinic. Everything was smooth sailing until November ushered in the first signs of winter.
“I’ll never forget the November of 2020. We had a cold spell in Dallas, and suddenly, I began to get phone calls from clients telling me, ‘My penis doesn’t look right. The filler has migrated, and everything has moved. It looks terrible.’ Their penis was retracting from the cold. The first person that made me realize this was a patient that lived in Oregon. It was a bit colder in Oregon than it was in Dallas. He sent me pictures and I was like, ‘This looks like his penis retracted.'”
Moore realized that while his treatment technique was solid, as demonstrated by his patients’ happiness with the results when they left, as soon as cold temperatures entered the equation, everything shifted. To account for this, he began working on a post care protocol in January that he didn’t have in place previously. Moore relates, “It took me a year to perfect the sleeve. The material had to be changed. I made it stickier, thinner, more elastic, etc. It was just a lot of changes back and forth to get this PhalloSleeve post care garment developed. We have now perfected this post care sleeve that we put on the patient. It keeps the penis compressed and elongated unlike anything else that’s on the market, and keeps the filler exactly where it should be.”
Currently, this PhalloSleeve post care garment is only available through PhalloFILL providers. The combination of Moore’s injection technique and the post care PhalloSleeve has garnered quite a bit of attention as the first proven safe and incredibly effective treatment for penile enhancement. In the PhalloFill clinical study soon to be published, only 2 out of 471 men had minor complications. The treatment's success has caught the attention of the country's top urologists, having been frequently asked by patients about penile enhancement options, showing the far-reaching impact of such treatments for men’s sexual wellbeing.
Changing Lives & Restoring Relationships
Moore is passionate about the potential for this treatment to help destigmatize the idea of men wanting to enhance their penis and bring the conversation out of the shame-filled shadows and into the light of acceptance. “This is the most rewarding thing that I’ve ever done. We’re so excited to be able to bring men something and we’re also trying to break down these walls. Men are starting to tell their friends about it, so we hope they are realizing it’s okay for them to want this and can talk about it openly,” says Moore.
Part of this stigma comes from people in the medical community saying that men desiring a larger penis have penile dysmorphic disorder. “I’m trying to break that. I don’t think it’s penile dysmorphia for a man who has a small penis to want a larger penis. I think that it just makes you feel more confident in your masculinity, sexual prowess, virility and how you stack up against your male peers. This makes a man feel so much more confidence throughout the day, from how they start their day, to how they function in the gym, at work, in their dating life, etc.,” says Moore.
Moore points out the very real effects penile enhancement have on a man’s life. He relates how one of his recently divorced patients had begun dating again but had experienced little success until he went to Moore for penile enhancement. Moore says, “He said he got PhalloFill and it took him up multiple tiers in his ability to date a different level of women. It’s a bit sad that there’s so much emphasis put on that, but we can’t change it and we’re not going to change it, so it is what it is. But I can make that better for someone, make them happier and help improve their lives. One of my patients told me, ‘I never knew how much attitude, how much more confident you can get when you have a larger penis.’ The way somebody feels about themselves when they know they have that - they’re more productive, assertive and confident in their energy.”
Moore’s male patients have not been the only ones to benefit from this procedure. He has seen many relationships improve significantly thanks to the effects penile enhancement has had on couples’ sex life. The treatment has even saved marriages. Moore has heard from numerous clients who were experiencing marriage problems prior to the procedure, whether caused by the ravages of time and having multiple children or simply the aging process making sexual satisfaction in the marriage bed increasingly difficult to achieve. Following the procedure, these clients have reported a complete transformation in their sexual life with their spouse, with penile enhancement making it possible for both partners to achieve sexual satisfaction in the bedroom once again.
Moore states, “This is a really easy resolution to that. It really makes a huge difference in these guys’ lives, for themselves and their state of mind as well as their wives. I hear it time and time again. Clients tell me, ‘I have a different energy. My penis is larger, my wife is having more orgasms and she’s asking to have sex more often.’”
From Penile Enhancement to Biohacking
As for his future endeavors, Moore recently opened a new biohacking clinic, Advanced You, in Dallas this past June. After leaving his clinic of 20 years this past April, Moore planned on focusing solely on the rapidly growing PhalloFILL, but the exciting advances in longevity medicine were simply too hard to resist exploring.
“I was just like, I’ve got to start offering this to people to help them age better, live longer and reverse their biological age. I started doing research and looking into the latest treatment innovations, and all of a sudden, I had this amazing biohacking clinic. Having a background in exercise science helps with that as well, so I’m glad that I earned those degrees because they prepared me for a lot,” he explains. Moore goes on to add, “It (Moore’s clinic) is completely focused on longevity medicine and treatments, technologies like hyperbaric chambers. We have a Superhuman protocol treatment that utilizes a magnetic bed that makes your red blood cells separate, followed by an exercise session with 95% oxygen and then red light therapy for photobiomodulation, which creates mitochondrial changes with ATP. The clinic provides a whole slew of treatments that make people live longer. I love it. I was on the forefront of the medspa industry in 2003 and I think I’m on the forefront of this new longevity medicine.”
Moore leaves us with this look toward the future, saying, “Medicine, especially urology, is gradually merging with aesthetics and heading in the direction of what we’re calling cosmetic urology. We’re now creating this new area of cosmetic urology, so I’m excited and honored to be a part of this new terminology and area of medical aesthetics.”
