Brand Focus - NOW
Photo credit: 
Phil Tifo | Rider: Jonathan Penfield
The story of NOW started in 2010 when former professional snowboarder JF Pelchat realised that there was some room for development in snowboard binding technology. Bindings had hardly changed since the 80s; everything from the mechanics to the function were still the same. Pelchat drew inspiration from skateboard trucks and came up with the revolutionary SkateTech design that shook the snowboard industry.
For years, the sole purpose of snowboard bindings was to attach snowboard boots securely to a snowboard. JF paid attention to the way his bindings flexed underfoot and thought about their other important function; turning.
After spending some time in his garage, JF built a prototype (pictured below) that utilised an early iteration of SkateTech. His riding pals from YES snowboards were impressed by the design after testing it one the slopes and encouraged him to introduce it to their mother company, the Nidecker family. Thrilled to take on another fresh and innovative brand, the Nidecker Group invested in JF's idea, and NOW was officially born. First launched during the 2012/2013 season, NOW bindings became an instant hit amongst riders of all styles and abilities.
SkateTech - What sets NOW apart from other brands
JF developed his idea by looking at other board sports and how they utilise heel and toe edges to make a turn. Ultimately, skateboarding made the most sense. The moving part of the truck inspired JF to create a similar design for snowboard bindings. This design is now known as SkateTech.
Every NOW binding utilises SkateTech to create a uniquely responsive feel. The design reduces touchpoints between the board and the binding. That allows the baseplate to change its angle during a turn, transferring energy to the edges more effectively than a regular binding. Thanks to the efficient energy transmission during turns, SkateTech also reduces foot fatigue.
The four touchpoints utilise flexible bushings, which allow you to adjust the responsiveness of the binding. Soft bushings provide a more surfy forgiving response, whereas hard bushings are ideal for riders looking for snappy and stiff performance.
JF admits that the difference in ride feel isn't always obvious without a proper test run. However, the contrast is clear after riding in NOW bindings for a couple of hours and then switching back to a regular pair on the same board. The testimonies from industry pros speak for it too. Jeremy Jones was an advocate for the design since the start and now produces his own Jones SkateTech bindings in collaboration with NOW.
If you need help choosing the right NOW bindings for you, please don't hesitate to contact our customer service team. Our expert staff will be happy to discuss the options with you.
