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A skateboard truck and the comparison of how energy is transferred to a snowboard’s edges influenced the concept of this new binding. “I have been looking at skateboarding for quite some time now. How a skater digs his toes & heels to make a turn and how the energy is transferred. Skateboarding uses a minimal amount of effort to turn achieved without a highback or being strapped in. It made sense to incorporate that motion into a snowboard binding. That is how Now binding was born, in my garage as a prototype then on to the snow for validation and approval from riders.


Six years has passed since I built my initial prototype and today and I am partnering with Nidecker to launch Now snowboarding Inc.”

That’s how it all began… JF Pelchat is overseeing the product designs, building the brand image and the marketing and Alex Warburton is product manager and industrial designer working closely with engineer, David Fernandez of Switzerland. “This group along with our factory, distributors, retailers and team riders are all an important part of the development and success of the brand.”



The efficient binding design needs less effort to make a turn, making the overall experience more enjoyable and less tiring. “I think that the biggest improvements are: the edge control, the responsiveness and the comfort. The binding does the work for you of transferring the energy directly to your edges through leverage and via a kingpin assembly. The advantage being your feet are more relaxed in your boots and less prone to cramps and foot pain. We also offer a binding that can be customized by changing the density of the bushings according to the rider’s style of riding or snow conditions. The harder the bushing the stiffer and more responsive the ride, the softer the bushing the more forgiving. These bushings also act as dampener and helping the board hold an edge when riding through choppy snow or what ever mother nature throws at you.”