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.