Flow

Flow stormed the market 12 years ago with a new type of snowboard binding. Flow’s original reclining hiback snowboard binding was the first of its kind, creating an industry standard in revolutionary ‘Speed Entry’ snowboard binding technology. More convenient than the standard 2-strap and more comfortable than hard shell boots and plate, Flow’s patented speed-entry binding rocketed them to the top of the snowboard binding market, with models like the NXT AT binding, the NXT-ATSE binding and the women’s Prima-SE binding. So, if you are sick of the 2-strap status quo and want to push your riding to new limits, then go with Flow.

Flow is the original Speed Entry design, and their In-Up-Go technology lets you ride more, ride better and ride easier than with any other snowboard binding system out there. Started by Neil Pryde of leading windsurf sail and equipment fame and Reinhardt Hansen, formerly of F2 Windsurfing, who saw an opportunity in the snowboard market, where the sport was still relatively young and technology thus somewhat crude. They wanted to improve snowboard binding technology, not simply recreate the standard 2-strap designs with pretty graphics. They wanted snowboard bindings that securely linked them to their snowboard, respected biomechanics of the foot to create comfortable support, while giving the response they needed and that are reliable and simple to use in all conditions, so they set about creating a new ‘soft’ snowboard binding. Flow snowboard bindings were therefore different – and better - by design, each one built to satisfy Flow’s core value proposition of Performance, Comfort and Convenience. The major shift in the snowboard market over the past 2 years from simple and conventional 2-strap bindings to Speed Entry Systems underscores the success of their innovation.

No wonder, since initially seen as an outsider brand, Flow have achieved the no. 2 spot in binding sales worldwide. All things considered, with other hugely established brands and their access to coffers of gold and the natural resistance to all things new, this is no mean feat as the newbies to the industry. In 2004 Flow came to the tradeshows with the slogan, ‘First they ignore you, then they ridicule you, then they copy you.’ – Nice touch, since rival brands were showcasing their first versions of the Flow ease-of-entry snowboard binding. However, one important piece was missing, no other manufacturer combines the proven core technology elements found in every Flow design, the hiback reclining design, the one piece 3-D powerstrap and the Patented Power Triangle, a fundamental in making the binding ultra responsive, to get all three, you need to choose Flow.