Interview with Now Bindings creator JF Pelchat
Via BoardsportSource
NOW Bindings brought their kingpin snowboard binding to the market a couple of years ago, and anyone who has ridden them can testify to their loose-ness and skate-like feel. For this week’s Friday Interview, we have spoken to the man behind the brand, JF Pelchat on what’s new, what’s selling well and also what the NOW USP is.
“It’s like driving a Ford VS a Ferrari, both cars can be driven by anyone, yet the Ferrari will definitely give you a more exciting and enjoyable ride if you decide to push it.”
Please briefly describe what it is that makes the Now binding so revolutionary.
The NOW bindings use a patented technology (Skate-Tech) which mimics the dynamic of a skateboard truck. NOW uses similar components as a skateboard; like the kingpin and bushings and through leverage the NOW bindings transfer more energy to the board’s edges which translate into less foot fatigue, a more playful ride and are more comfortable overall. This is the first binding designed to turn a snowboard rather than just being designed to hold your boot down.
How did NOW sell in 13/14?
We had a really good sell-through in most parts of the world, with models like the Select and Drive selling out in February.
Who do you now have on the pro team?
Jeremy Jones, Devun Walsh, Austen sweetin, Manuel Diaz, Frank April, Helen Schettini, DCP, Romain De marchi and JP Solberg + loads of other pros that decide to make NOW their binding of choice.
What’s new for 14/15?
We’re introducing a small IPO & Select hanger for women and youth, we’re also introducing a new model call the O-Drive which as exotic material like carbon fibre and we’re also introducing the very much anticipated Hyperfuse Straps on the Select with a shoe-like construction technology. Also new For 14/15, the IPO and SELECT are getting a 50% fibre glass injected nylon ring and mounting disc for an overall softer binding feel.
How has the binding market changed over the last two years?
For us it’s been the same year after year, striving to be relevant at reinventing revolutionary technology while growing the brand and its awareness.
How are Nidecker and NOW sharing resources?
NOW is using some of NDK’s in-house employees like binding engineers, web designers, logistics, accounting to facilitate the deliverables. All marketing, R&D and brand management is done in Whistler, BC.
How are you distributed throughout Europe?
In the EU NOW is distributed pretty much every where there is a snow scene via distribution centres and we are often sharing the same distributors as YES, Jones or Slash. At this stage of the game NOW is obviously a more predominant brand in Northern America but I am sure that we will level that up with our amazing sales force, distributors and binding offerings.
Take us through your key products for 2014/15?
The IPO is always a good choice as an all around binding and starting point for getting introduce to the Sakte-tech, the Select is the most customizable binding in the line-up and one of our top seller because it’s sold with all the bushings densities and the extra highcup, the Drive is our Freeride destroyer and Jeremy Jones binding of choice, the O-Drive is the most responsive and bad ass binding on the market.
What should a first time user feel when trying the NOW bindings?
One of the misconceptions that some people have is that they will need to re-learn how to snowboard with the NOWs but the fact is that it’s riding as usual until you demand more of your binding, it’s like driving a Ford VS a Ferrari, both cars can be driven by anyone, yet the Ferrari will definitely give you a more exciting and enjoyable ride if you decide to push it. The bottom line is that this is a technology that needs to be ridden to really notice the benefits and to experience the NOW ride. And from what we’ve experienced so far, the most noticeable difference is when someone rides the NOW binding and then he or she goes back to their original binding set up. That’s when they say “Haaaaaa!!! Now I get it! It happens and suddenly everything about the tech makes perfect sense.
Are any of your pro team riding the NOW bindings without highbacks? If so…could you give us their blurb on it?
YES!! Frank April rides the highcup from time to time, he really likes it for street riding as it feels more like skating. I ride it 20 days per season on a YES 420 quiver board - it’s so much fun, the feeling is really close to noboarding but with the advantage of being strapped in when you hit a cat-track or when the snow is not powder.
Any plans for entry into new product markets?
We have some ideas but nothing concrete at this point, reality is we need the binding segment to be solid across the board before we can launch any another category.
Where are you manufacturing, designing and testing all NOW products?
Designed in Squamish BC, tested in Whistler, BC and manufactured in China.
Last word?
REthink your ride this winter and do yourself a favour, look us up, try our bindings and have a fun winter