About NOW Bindings

Who is NOW bindings?

NOW Bindings is a brand that revolutionized snowboard bindings by introducing innovative technology designed to improve rider control, comfort, and performance. The company was founded in 2010 by Jf Pelchat, a professional snowboarder from Whistler, British Columbia, Canada. Pelchat had a vision to change the way bindings interact with snowboards, focusing on a concept that would allow riders to leverage more power and control over their boards without sacrificing comfort.

Founding story

NOW Bindings was born from Jf Pelchat’s desire to improve snowboarding performance. He realized that traditional snowboard bindings hadn’t changed much over the years, despite advancements in other snowboard technologies. Pelchat’s frustration with traditional bindings inspired him to develop a new binding system based on the mechanics of a skateboard truck, leading to the creation of the NOW Skate-Tech system, which became the cornerstone of the brand’s success.

What is Skate-Tech system?

The Skate-Tech system is a game-changing innovation in snowboard bindings. It uses a kingpin mechanism similar to skateboard trucks, which allows the bindings to pivot, transferring energy more directly from the rider’s feet to the edges of the board. This technology allows for more precise control and reduces foot fatigue because the rider uses less energy to maneuver the board. The system also enhances board feel, improving responsiveness and edge-to-edge transitions.

The Skate-Tech system fame

NOW Bindings quickly gained attention in the snowboarding industry, with professionals recognizing the benefits of the technology. Snowboarding legends such as Devun Walsh, Jeremy Jones, and Romain De Marchi became early adopters and advocates of NOW Bindings. The backing of influential riders helped NOW gain credibility and visibility in the competitive snowboard binding market.

Product evolution 

Over the years, NOW continued to refine and expand its product offerings, introducing different models of bindings to suit a range of riding styles, from freestyle to backcountry.

They incorporated adjustable bushings into their bindings to allow riders to customize the stiffness and responsiveness of their bindings depending on their preferences or riding conditions. They also introduced features like Flushcup Technology, which eliminates gaps between the highback and heelcup for better boot-to-binding contact and Freestyle Flip-It Straps, for more versatility in binding setup.

Awards 

Since its launch, NOW Bindings has won numerous awards for its innovation and performance. The Skate-Tech system received praise for pushing the boundaries of snowboard binding technology. NOW has been consistently featured in gear reviews and product tests, earning accolades for its forward-thinking designs and the impact its technology has had on snowboarding performance.

NOW has continued to innovate within the snowboarding industry, focusing on how the rider's movement and the mechanics of the binding interact with the board. As a result, the company has remained a leader in snowboard binding technology. In addition to their Skate-Tech innovations, NOW has been at the forefront of environmentally-conscious design, using sustainable materials where possible and aiming to minimize the environmental impact of their manufacturing processes.

NOW Bindings evolution

From its humble beginnings, NOW Bindings has grown into a globally recognized brand, sold in shops worldwide. Despite its relatively small size compared to some major snowboarding brands, NOW has established a reputation as a leader in performance and innovation, particularly among dedicated snowboarders looking for premium equipment.

NOW Bindings helped push the boundaries of what snowboard bindings could be, moving beyond the traditional rigid frame designs to create a more dynamic connection between rider and board. Pelchat's vision and innovation have inspired other brands to rethink their approach to binding technology, further driving progress in snowboarding gear.

The legacy of NOW Bindings lies in its dedication to improving the rider experience, not just through comfort but also through enhancing performance and board feel, making the sport more enjoyable for riders of all levels.

JF Pelchat is excited about the next chapter for NOW bindings and merging with YES Snowboards and Lobster Snowboards.