Auxetic foam is an advanced form of padding for helmets and athletic shoes. The material, which has a honeycomb structure, becomes denser as more pressure is applied. Betsy Condon and her husband Joe have licensed the technology from Florida State University and are hoping for a breakthrough with the military or with shoe companies. Betsy and Joe had extensive experience working in the manufacturing industry but eventually started a company in their garage. “We have certainly ridden the rollercoaster,” says Betsy, “with stomach-dropping moments.”