Founded in 2010 by former professional and member of the notorious Wildcats crew, JF Pelchat realized that the mechanics and function of the binding hadn’t change since their introduction. Poise by wanting to improve the bindings function, he then proceed to his garage and design a new binding concept that forever change the landscape of binding technology. For NOW, it’s always been about going against the grain by changing the blueprint of binding design, and creating a product that will take riders on a pedal-to-the-metal journey. By breaking down snowboarding’s past conventional binding designs and charging a new path, NOW has created an unconventional product—an unparalleled and revolutionary binding lineup that just keeps on giving. What you can expect from NOW bindings is an effortless and responsive ride, a reduction in foot fatigue, balls-to-the-wall performance, customization, and overall ride comfort.