In 2006, Hobbins, an avid fisherman, was really just trying to come up with a stronger version of the lures he was using for ice fishing, when the concept came to him. "I hate rebaiting hooks in zero-degree weather," he says. A former biotech strategist, he speculated that methods used in the industry for skin grafting—using an expandable mesh to ensure that a graft stays intact and in place—could also work for reinforcing lures. The result was IronClads, which stay firmly on their hooks because of a microtube of polyester mesh that lends strength to the plastic, just as rebar gives tensile strength to concrete. The lures can sustain 93 pounds of tensile strain, so only fish with serrated teeth and considerable heft could possibly bite through them.