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NOW Snowboarding - snowboard bindings

Now is focused on creating innovative, relevant technologies for today’s snowboarders. We are a rider-owned company, dedicated to improving snowboarding through our products and our beliefs.
Former professional snowboarder and member of the notorious Wildcats, Jf Pelchat is always looking to find better ways to improve products while having a good time. As early as 1990, he built his first pair of baseless snowboard bindings after seeing a glimpse of a binding that was slated to be released the following year. Since then, Pelchat has moved from Quebec to Whistler to follow his dream and attend Craig’s Kelly World Snowboard Camp, worked in a snowboard factory, rode alongside the likes of the two Jeremy Jones, JP Walker, Devun Walsh, Travis Rice and Todd Richards to name a few. His Snowboard career lasted for more than 15 years and during that time he graced the covers and editorial pages of many international magazines and appeared in countless snowboard movies.

Now is focused on creating innovative, relevant technologies for today’s snowboarders. We are a rider-owned company, dedicated to improving snowboarding through our products and our beliefs.
Former professional snowboarder and member of the notorious Wildcats, Jf Pelchat is always looking to find better ways to improve products while having a good time. As early as 1990, he built his first pair of baseless snowboard bindings after seeing a glimpse of a binding that was slated to be released the following year. Since then, Pelchat has moved from Quebec to Whistler to follow his dream and attend Craig’s Kelly World Snowboard Camp, worked in a snowboard factory, rode alongside the likes of the two Jeremy Jones, JP Walker, Devun Walsh, Travis Rice and Todd Richards to name a few. His Snowboard career lasted for more than 15 years and during that time he graced the covers and editorial pages of many international magazines and appeared in countless snowboard movies.


Some of Pelchat’s career highlights are: The Transworld Snowboarding cover in 1994, his own Snowboard pro models, winning the Jose Cuervo Cup, featured in Mack Dawg’s movies, guest editor at Snowboard Canada magazine, member of the pro team at Quicksilver and Dakine and being a proud member and owner of the Wildcats.


Always working alongside his sponsors to improve products, it wasn’t until the early 2000s that his love for creating bindings grew. Realizing the gap and the room for improvements in the binding segment, he worked from his garage designing bindings and a new concept. JF filed is first patent in 2004 and started working on his second invention in 2006–which is today’s Now IPO model.


Now Snowboarding was partly created when Pelchat and the YES Snowboard team had a late night meeting in his garage. Pelchat had returned from showing his binding to a few big players with no luck so he decided to show and explain the concept of his new binding to his friends. The following days they went on-hill for some testing and they all really liked how the prototype performed so after that they contacted their Swiss partner, Nidecker Snowboards, and asked them to take a close look at it. After reviewing the patent and the prototype they agreed to help launch Now. Shortly after, Pelchat hired veteran and product guru Alex Warburton to help and fill the roll of product manager and designer. Together along with the help of engineer, David Fernandez, they created the Now IPO. Six years has past since the build of his first prototype and Pelchat is really glad to see his product hitting customer hands while taking snowboard bindings to the next level.

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