Calgary-based Endurance Technologies Inc. wasn’t aiming for a relocation. The boronized tubing manufacturer was targeting expansion with strategic intention.
Over 33 years, the company’s international market presence has advanced across oil & gas, mining, agriculture, forestry and other industries, supported solely by its manufacturing hub in Alberta, Canada’s most oil-rich province. It was the ideal ecosystem in which to spend 17 years developing Endurance’s EndurAlloy (boronized) production tubing, cultivating a steel pipe product eight times harder than traditional steel.
EndurAlloy became a leading product to mitigate tubing corrosion and erosion for abrasive industry-focused operations. Demand enabled the manufacturer to expand its distribution network in the U.S. and on a global scale, while its production facility, finishing facility, pipe yards and headquarters remained firm in Calgary. Then, in late 2023, the company’s new long-term strategy led Endurance leaders to attend a conference in Washington, D.C., geared toward international companies considering a U.S. expansion. There they had the opportunity to connect with global commercial real estate advisory firm Newmark, which would eventually guide the company through a nearly two-year national site selection search for its first U.S. manufacturing facility.
“We ended up with seven geographic areas of focus,” says Endurance Technologies President and CEO Jeff Pitura. “Those seven started in North Dakota, continued down to Texas, and then both east and west of Texas.”
The result of what Pitura notes was a “very granular” search was a list of 30 locations that would potentially meet the operational requirements for Endurance Technologies — a list that dwindled down to four top sites in the end. Vital site selection factors included access to raw materials, transportation networks, proximity to customers and utility costs. While Pitura chooses to keep the identity of the other top contenders confidential, he says Las Cruces, New Mexico, was one of the three southern U.S. locations in the mix.
“When Newmark arranged these tours, they also brought in economic development representatives from those states and business areas, so we got to meet and chat about what they would bring to the table to secure an investment like ours,” he continues. “New Mexico came across as a good partner for our first international expansion.”
Ahead of Conversions
In January 2026, the City of Las Cruces announced Endurance Technologies had selected a facility within the Las Cruces Innovation & Industrial Park to cement its first U.S. manufacturing operations. The location positions Endurance on the western fringe of the Permian Basin, about two hours from major oil & gas industry activity in Texas.
The 15-acre site Endurance toured stuck out specifically due to the operational activity of its previous owner — steel fabrication — contributing utilities that matched Pitura’s requirements. Plans are under way to retrofit the current 45,050-sq.-ft. facility to incorporate the company’s production processes. To get Endurance’s boronization process online will take around six to nine months, though the company currently is focused on locking in supplier contracts before initiating any facility work.
“About half of the site is developed, so it gives us a real nice expansion opportunity,” says Pitura. “We’ve got an additional seven acres to develop with some of our other long-term strategies.”
The oil & gas industry within the Permian Basin is beginning to change what is known as the “artificial lift method,” which is when hydrocarbon fluids are assisted to the surface. As basins and wellbores mature, operators have to change the way the fluid is extracted. According to Pitura, certain pumping techniques require Endurance Technologies’ product. The difficulty in modernization centers around the length of production tubulars. However, this company was specifically founded to develop the process to create 32-foot steel tubulars. He notes there is an art to delivering a quality product when processing pipe of these diameters and lengths.
Production tubing produced by the company is eight times stronger than regular steel pipes, reducing repairs and failures.
Photo courtesy of Endurance Technologies
“We see the Permian Basin becoming a bigger and bigger user of our product,” says Pitura. “We wanted to get ahead of that conversion with this investment.”
The Las Cruces City Council is supporting the project investment with a $17.5 million Industrial Revenue Bond. Endurance Technologies is expected to deliver a $50 million local economic impact, in addition to creating 41 direct new jobs. At the end of our conversation, Pitura emphasized the important collaborative roles the Las Cruces City Council, New Mexico Economic Development Department and the Mesilla Valley Economic Development Alliance played in building a direct relationship with Endurance.
“They are people that get it,” he says. “They understand that for them to be successful, Endurance Technologies needs to be successful. The better we got to know these individuals, the more comfortable we were that this was the right investment decision.”
