Founded in 2010 by former professional snowboarder JF Pelchat, NOW Bindings aims to revolutionize snowboard binding design. Dissatisfied with traditional bindings, Pelchat developed a new concept that enhances rider performance, reduces foot fatigue, and offers unparalleled comfort and customization. NOW's innovative approach breaks from conventional designs, providing riders with an effortless and responsive ride. Committed to continuous improvement and rider-focused innovation, NOW Bindings sets new standards in the snowboarding industry.