Nidecker Group: Brands | Now Snowboarding, Skate Tech

Founded In 2010 in Whistler BC Canada by legendary rider JF Pelchat, NOW is the creator of the patented and award winning Technology SkateTech for snowboard bindings. Inspired by the movement of a skateboard truck and how efficient it is, NOW as incorporated this technology into every binding resulting in better energy transfer to the board’s edges, less foot fatigue, less chatter and more playful. NOW bindings also offers a bushing customization system that is un-parallel in the snow world.

name

NOW

foundation

2010, Whistler, BC

location

Whistler, BC, Canada

activity

Snowboards

products

Snowboard Bindings & Accessories

highlights

Winner of the prestigious ISPO award in 2012 for best product

Inventor of the SkateTech and SIEVA straps technology.

Yearly growth of 20 to 30% since 2012.

Values

Innovation, Technology, Quality, Transparency.

Vision

To be the most innovative binding brand on the market, RETHINK YOUR RIDE.

Mission

NOW is focused on creating innovative, relevant technologies for today’s snowboarders.

Photo by David Carlier

Face of the brand

JF Pelchat

Canadian, ex-pro rider and member of the notorious Wildcats crew, JF Pelchat made his migration to the West Coast in 1990 and was calling Whistler his permanent home by 1994. During his pro career, he rode for Rossignol Snowboards, Quiksilver, Dakine and filmed with the best of the best, Mack Dawg Production. JF has graced the cover of many international magazines but the one that started it all was the 1996 cover of TWS mag. Towards the end of his career, JF wasn’t happy with the performance of bindings in general and of those he was riding. In early 2000’s, he decided to create his own bindings, inspired by a skate truck. In 2010, with the help of the owners of YES. Snowboards, he got introduced to the Nidecker family. They partnered together to create NOW and launch their first binding production in 2012.

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