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Dallas is founder of Genesis Counseling in Tustin, California, which specializes in helping people recover from homosexuality. Dallas is the keynote speaker at one of the monthly weekend retreats on sexual purity titled, Every Man's Battle (sponsored by New Life Ministries). Dallas focuses on healing "Sexual Addiction, Responding to Pro-gay Theology, Ministering to Parents of Lesbians/Gays, Developing Ministerial Responses to Homosexuals, Apologetics Approaches to the ‘Gay Debate’" He has also written three books and discussed them in the media.
Genesis Counseling claims that homosexuality can be altered and that they are "Reclaiming Godly Sexuality through the Saving Work of Jesus Christ,The Sancifying Work of the Holy Spirit and the Body Ministry of the Christian Church." Joe Dallas is active in opposing what he sees as the gay agenda claiming "I’m not sure we can defeat the pro-gay lobby or prevent their goals from being achieved. But win or lose, I don’t want to stand before God and say I did nothing when I had the opportunity to fight."
Dallas has encouraged Exodus International to oppose measures outlawing discrimination based on sexual orientation. He served for three years as Chair of the Exodus International Board of Directors and is a member of the American Association of Christian Counselors.