William V. Mars, P.E., Ph.D. is international leader in the failure mechanics of rubber and elastomers. Will is the founder and president of Endurica LLC, developers of the world’s first commercial durability simulation software for elastomers, and the most efficient fatigue testing protocols for elastomers. Will has received several awards for his scientific contributions, including the 2020 Tibbetts Award from the United States Small Business Administration in recognition of accomplishments in creating cutting-edge technologies, the 2017 Rubber Division ACS Arnold Smith Special Service Award, the 2007 Sparks Thomas award of ACS Rubber Division, and the 1999 Henry Fuchs award of the SAE Fatigue Design & Evaluation Committee. He served as the editor of the Rubber Division, American Chemical Society journal Rubber Chemistry & Technology, for 10 years and is also the past editor of Tire Science & Technology. Will has authored or co-authored 50+ peer-reviewed publications and holds four patents. He is a sought-after leader on what he calls the «special effects» of rubber and elastomers, including material characterization, product evaluation, constitutive modeling, crack nucleation, fracture mechanics, and fatigue life prediction methods.