Recently, I spoke with Jesslynn Armstrong, founder and CEO of Tensegrity Medical, pioneering a disruptive, non-invasive medical device that redefines wound care and pain management. Jesslynn’s journey includes involvement with an incubator on the Space Coast of Florida, winning a pitch competition, and partnering with Brandon Clark to launch the Northern Arizona University Venture Studio. In our conversation, Jesslynn shares the importance of maintaining ownership early on, the lifelong learning mindset required to lead in a complex field like healthcare, and why choosing your collaborators wisely is one of the most crucial decisions a founder can make. She also offers advice for student entrepreneurs: control the volume – turn it up on those who challenge you to grow and turn it down on those who’ve never dared to try.
Childhood Hustles to Medical Innovations — The Making of an Entrepreneur
Griffin Connolly: Welcome, Jesslynn. So, let’s start with the big picture. Tell me a little about your background and how you first got interested in entrepreneurship.
Jesslynn Armstrong: Of course. I think I’ve always been an entrepreneur—it’s just who I am. I was that kid who was always making things and selling them on the side. Even back in third grade—this was 1993—I was making jewelry and selling it to teachers before class. I’d go home with $50 to $80 a day. That’s a lot of money for a third grader in the early ’90s!
I’ve always been excited about money, but not just in the way people think. It wasn’t about chasing wealth—it was about the challenge and the energy around it. I’d save every dime I could and challenge myself to hit small milestones. Like, could I save up ten dollars in dimes? Then I’d put that in my savings account and watch it grow with interest. I loved the strategy of it all.
Griffin Connolly: That’s great. Most entrepreneurs I speak with have had early entrepreneurial instincts, but you were really pulling it off.
So fast forward a bit—how did that mindset lead to your first real business launch?
Jesslynn Armstrong: Well, after high school I did the typical thing—went to college. I did well, but I was eager to get out, so I graduated in three and a half years. From there, I jumped straight into medical massage practice. I was fortunate to intern at a teaching hospital at the University of Oklahoma, and that gave me access to some really advanced medical protocols.
I ended up working more as a medical practitioner—closer to an osteopath in some ways—and began treating private clients in their homes. There I got really into health technologies like light therapy, infrared saunas, hyperbaric oxygen therapy, and even techniques like hot mud soaks and inducing light fevers to reduce inflammation. I was combining alternative therapies with technology before it became trendy.
Then COVID changed everything. I’d been traveling the world, working independently, making great money. But suddenly I couldn’t enter clients’ homes anymore—especially older ones—because of health fears. I ended up settling in Central Florida and connected myself with an incubator space. For the first time in 15 years, I slowed down enough to ask myself: Why is what I do so effective?
That question led me to dive into the research. I realized that the light technology I was using was relatively primitive—it hadn’t evolved much. That’s when I teamed up with some engineers and we wrote our first patent and started prototyping.
I was involved in an incubator on the Space Coast of Florida called Groundswell. It was amazing—people were working on everything from NASA contracts to DoD projects. But eventually, I needed a change. I moved to Arizona for the mountains and simplicity. I wasn’t looking to scale a business—I was just working on the patent and prototype quietly.
But I landed in a community filled with innovation—Flagstaff has big medical players like Gore and POBA—and I couldn’t help myself. I needed to start innovating again. I won a pitch competition, used the winnings to build a prototype at Northern Arizona University, and coordinated three engineering teams—mechanical, electrical, and computer science. It was a total of 10 students, three capstone professors, and lots of mentorship. We started working on a Minimum Viable Product.
Because of that work I met Brandon Clark, who brought me into NAU’s Venture Studio. For the first time, I was in a position to take all my entrepreneurial experience and help shape an innovation program. I work directly with students and brought in mentors from the Flagstaff community. It came full circle—entrepreneurship, tech, health, and now education.
Stepping Onto the Stage: Behind the Scenes of a Pitch Competition
Griffin Connolly: That’s awesome. Arizona’s entrepreneurial scene is really exploding lately, which is great to see.
Talk to me more about your experience with the pitch competition—that’s something that’s always intrigued me. You’re the first person I’ve interviewed who’s done that. Can you talk about the experience?
Jesslynn Armstrong: Absolutely. Pitch competitions are amazing experiences, but they are intense—really intense. You’ve got to push yourself hard. Mine had a five-minute time limit, which is pretty common, but the day-of schedule was wild. You do a round-robin of practice pitches—three different run-throughs with groups of three to four mentors each. They all give you feedback, asking you to refine your pitch, and then you have one hour over lunch to completely redo your slide deck and memorize it all before the actual competition.
It’s incredibly stressful. The only way I could memorize my slide deck in that short amount of time was to create a physical and mental rhythm—almost like a dance. I timed myself on each slide. I’d walk across the stage while making eye contact with the judges, and as soon as I hit the last line of what I needed to say, I’d click to the next slide and change direction. That cadence helped me stay grounded and gave structure to my timing. I try to share that strategy with our students now—it’s one of the few ways you can make something that chaotic feel rehearsed.
What I will say is that not every pitch competition is worth it. Especially in sectors like mine—medical devices, where intellectual property and patents are critical and it’s super competitive. You don’t always know who’s in the audience, and when you have intellectual property, that can be risky. If you can tell a compelling story without giving away your “secret sauce,” and the prize money, exposure, or potential connections are worth it—then go for it. But sometimes, a private conversation with an investor or mentor is more valuable and safer than putting yourself on stage in a potentially high-risk setting for giving away your idea.
Embracing AI: A Powerful Ally in the Medical Industry
Griffin Connolly: That makes sense. I’ve heard pitch competitions are pretty stressful, and I appreciate that insight on intellectual property.
Switching gears a bit—you’re involved in the medical industry. With all the advances in AI, it’s becoming a saturated and fast-changing space. I’ve talked to a few people with mixed views on AI, especially in healthcare. Your role in the industry seems really personal, so I’m interested in your perspective, do you think AI is making the medical field more personal—or less?
Jesslynn Armstrong: I actually think AI is making the industry more personal experience. I share the same mindset as Brandon Clark at the Venture Studio: AI will take your job—if you let it. But it can also ruin your life if you let it. On the other hand, if you learn how to harness it and make it work for you, it’s a total game-changer. You can rocket forward and actually make a bigger impact on people’s lives.
It’s ridiculous to be afraid of AI in terms of believing that resisting it somehow protects you. I love AI. I use ChatGPT all day long. Every morning, I listen to an AI podcast while I have my coffee. I also talk to our students constantly about how to use AI wisely. The way I see it, this is the worst it will ever be—it’s only going to improve. And if I can become a better practitioner, a more innovative medical device creator, and a stronger mentor because I know how to use these tools, then why wouldn’t I? AI helps me focus on what I’m really good at by speeding up the rest.
The Power of Community in Entrepreneurship
Griffin Connolly: That definitely makes sense. I heard something similar from a woman I interviewed recently—about how AI is driving efficiency in healthcare.
Another major part of both medicine and entrepreneurship is community, which is something I’m personally really focused on. Can you talk more about what community means to you and why it’s so important in your entrepreneurial journey?
Jesslynn Armstrong: Oh, absolutely. Community, for me, has multiple layers and depths. There’s the immediate camaraderie I have with our students—those who are just getting started on their entrepreneurial paths. They’ve got tons of questions, and I can really relate to them. I love helping them navigate things like their Lean Canvas model, refining their problem statements, making sure their solution is a true fit. Sometimes their customer discovery is off, so we’ll coach on that—like, “Don’t pitch your solution right away. First, discover the pain points of your audience so you can really understand your customer.” The cool thing is that while I’m guiding them, I’m also rethinking my own company—my mission, my vision. It’s a two-way street.
And then there’s another layer: the mentors who support me. These are people ten years ahead, folks who’ve already built successful companies, had exits. I learn so much from them, and then I bundle that wisdom back down to the students I work with.
I see community as this 3D web—how we communicate, how experiences get shared, and how those insights ripple through different layers of relationships. It’s not just important—it’s essential.
Inside NAU’s New Venture Studio: Building a Bridge Between Innovation and Education
Griffin Connolly: Absolutely. I think it’s really cool that you’re going back into community and education—that’s something I really value. Could you expand on NAU’s Venture Studio and why that direction felt important to you?
Jesslynn Armstrong: NAU Venture Studio is brand new as of last fall, 2024. Brandon Clarke from StartUp AZ and Dean Ashok Subramanian of The W. A. Franke College of Business came together to create on-campus hub for innovation and entrepreneurship. Since then, more deans, faculty, mentors, and stakeholders have joined the initiative. It’s a place where students from any major can team up, dream big, and turn bold ideas into real-world solutions. Based at the Cline Library, the studio is all about purpose—mixing creativity with impact to make a difference in people’s lives.
With its unique location between the fast-growing Phoenix metro area and rich Native heritage to the north, NAU is using Venture Studio to build a future that honors culture, sparks opportunity, and fuels positive change.
Griffin Connolly: That’s awesome. So how do you feel about the broader question of whether colleges like NAU are doing enough to prepare students for the fast-changing entrepreneurial world?
Jesslynn Armstrong: Oh boy. That’s a tricky one. From my experience so far—no, not yet. But a lot of good people are working hard to make that a reality. I haven’t taught at ASU or U of A, but NAU has its own unique challenges. We’re kind of in our own world—literally. I’m looking at Humphreys Peak right now! There’s a lot of potential, and I believe we can build an innovative ecosystem here in Northern Arizona, but it’s going to take a big shift in mindset and momentum. We have to ask: What do we want to be known for? And we have to build industries that complement the Flagstaff lifestyle that draws people here—outdoors, nature, balance.
Griffin Connolly: Each ecosystem is definitely unique. Another entrepreneur I spoke to recently who has also pivoted to teaching – at ASU – said that they are also working hard to expand the initiatives inside the entrepreneurship program there.
He said he thinks there are more students coming out of high school who are interested in entrepreneurship, would you agree with that?
Jesslynn Armstrong: I think it’s possible. But I think the challenge is: how do we find them? Students like you who are already curious and self-motivated are out there. Entrepreneurship requires serious prioritization and self-care. You’ll burn out if you’re juggling classes, sports, and a startup—unless you really believe in what you’re doing.
We always remind our students: this isn’t a class. There’s no grade, no certificate. But the life experience you gain—how to manage time, relationships, energy, even learning when to rest—that’s invaluable. Whether your business succeeds or not, you become a better human.
I think the pandemic made a lot of students more isolated and screen-dependent, and we’re still recovering from that. Many need to re-learn how to not be in that silo drinking their own Kool-Aid. You’ve got to get out there and interact with other people. But I believe if we can rally them around a worthy cause, we can help them reawaken that entrepreneurial spark.
Protecting Your Vision: Lessons on Partnerships and Early Decisions
Griffin Connolly: Kind of circling back to your personal journey—are there any things you may have done differently in your lead-up to launching and entering the medical industry as an entrepreneur?
Jesslynn Armstrong: Yes—absolutely. One of the biggest things I’d do differently is to not assume I needed partners, co-inventors, or team members right away. I see this all the time: when you’re bouncing ideas off friends or talking with people who are enthusiastic and supportive, it’s easy to fall into the trap of thinking, “Oh, we must do this together.” But I always caution people—don’t rush into business agreements.
Just because someone is encouraging or helpful doesn’t mean they should have equity or a formal role in your company. It’s okay to get support, to have mentors, or even to hire help. But that doesn’t mean you need to share ownership or offer part of your business in return.
And definitely don’t be quick to take money from anyone. Even “free” money comes with strings attached. I’ve seen friends, students, and colleagues lose everything—go bankrupt—because they trusted the wrong person, believing that individual would bring value to their company. The truth is, any business agreement is like a marriage, and getting out of it can be incredibly difficult.
Staying Curious: The Fulfillment Behind the Grind
Griffin Connolly: That’s interesting. I’ve spoken to quite a few people who’ve had challenges with business partners, but I appreciate the clarity you addressed that with. It definitely seems to be a common pitfall—people jumping in too fast.
So, kind of on the flip side—what would you say has been the most fulfilling part of entrepreneurship for you?
Jesslynn Armstrong: I never stop learning about my industry and my field. That’s probably the most fulfilling part. I’m obsessed with it. I read textbooks—like, piles of them. I devour podcasts, YouTube channels, and take online courses on platforms like Coursera. I’m a total dork about it, but I truly love the process of understanding my industry more deeply.
I think that’s how you know you’re an entrepreneur—when you have that innovative spark. That moment where you realize something needs to change or be created in your industry. I’ve found a lot of pride in diving deep and really asking the hard questions. Why hasn’t this innovation happened yet? Why wouldn’t this work?
One thing I was taught early on that stuck with me is: pretend your solution doesn’t exist, and then come up with every reason why it wouldn’t work. If you do that—turn over every stone—and you’re still excited, still convinced it’s worth doing, then go for it.
That’s where I’m at. I’m not delusional about my device—it’s not going to cure the world. But it’s a real step forward. It’s not being done yet, and it should be. And I make sure I’m staying up-to-date with the research and technology so I can keep pushing the boundary.
Tuning Out the Noise: Advice for Young Entrepreneurs
Griffin Connolly: I always like to end each interview with this question. I run a Student Launch Club at school—a group of students who are interested in entrepreneurship. If you could give all of us one piece of advice as budding entrepreneurs, what would it be?
Jesslynn Armstrong: Surround yourself with people who challenge you—but don’t listen too closely to the naysayers.
I like to teach this concept as a kind of “volume knob.” Some people are going to push you in a productive way. They’ll ask tough questions, encourage you to think deeper, and challenge you to refine your ideas. You want that kind of feedback—you should have their volume turned up a bit.
But then there are people who haven’t taken risks themselves. They’re speaking from opinion, not experience. They’ve never put anything on the line, and they just want to tell you all the reasons why it won’t work. Those are the voices you need to turn down—or tune out entirely.
It’s important to protect your energy. Spend time with like-minded people who want to grow, just like you do. Let them challenge you—but make sure you’re the one adjusting the volume. You get to decide who influences you and how much.
Griffin Connolly: I love that. The volume analogy is great—I’m definitely going to share that. Thanks so much for taking the time to talk with me. This has all been really fantastic.
Jesslynn Armstrong: I loved it—thank you! We’d love to get you up to Northern Arizona University and have you hang out with some of our entrepreneurs.
Griffin Connolly: I would love that! Thank you again for your time.
Read the recent article from NAU on the Venture Studio here.
Read last month’s interview with health services founder, Craig Mercure, here.