Now

Now was founded in 2010 by former pro rider and member of the notorious Wildcats crew, JF Pelchat. Motivated by knowing that the mechanics and function of the binding hadn’t changed since their introduction, Pelchat designed a new binding concept that forever change the landscape of binding technology. NOW has created an unconventional product—an unparalleled and revolutionary binding lineup that just keeps on giving.

Through creating innovative, relevant technologies for today’s snowboarders NOW bindings are able to provide an effortless and responsive ride, a reduction in foot fatigue, balls-to-the-wall performance, customization, and overall ride comfort.