A Canadian steel processing and manufacturing company, Endurance Technologies, Inc. (ETI), is considering Las Cruces, New Mexico, as the location for its first facility in the United States. The project could result in dozens of new jobs and generate over $50 million in economic impact for the state.
ETI, based in Calgary, Alberta, has operated for more than 30 years and serves sectors such as oil and gas, agriculture, mining, forestry, and other industries. In response to growing demand for its products, ETI is looking to expand its production capacity into the U.S. market. After a multistate site selection process that reviewed various business metrics across several states, Las Cruces has become one of the leading candidates.
“We began our expansion search with multiple facilities located over multiple states and have pored over measurable business metrics that have created a short list of prospects. As a company that was started by a husband and wife team over thirty years ago, we continuously strive to maintain a family-orientated company culture which is not measurable but rather a comfort feeling you begin to develop over time,” said Jeff Pitura, President & CEO, Endurance Technologies, Inc. “New Mexico’s official slogan is the “Land of Enchantment,” while it’s slogan for business is “everybody is somebody in New Mexico. This speaks to the cultures we value, and your representatives have positioned you well.”
If selected for Las Cruces, ETI expects to hire about 40 employees within five years at wages projected above the average for Doña Ana County. The company estimates investing more than $11 million during the initial three years and anticipates total capital expenditures will exceed $18 million.
The potential facility would occupy an existing vacant building covering 45,050 square feet on approximately 15 acres at the City of Las Cruces’ Innovation & Industrial Park. This park is considered an important economic development resource for Las Cruces.
“Building this facility in Las Cruces would represent a clear vote of confidence in New Mexico’s future, recognizing the strength of our workforce, our strategic location, and our commitment to smart, sustainable growth.” said Rob Black, Cabinet Secretary for the New Mexico Economic Development Department. “This is how we create lasting jobs, grow local economies, and ensure our communities don’t just get by — they get ahead.”
Local partnerships have played a key role in promoting New Mexico as a candidate site. These efforts include collaboration among the City of Las Cruces government and groups like Mesilla Valley Economic Development Alliance (MVEDA).
“We are thrilled about the possible opportunity to welcome Endurance Technologies to Las Cruces,” said Eric Enriquez, Mayor of Las Cruces. “Their investment in our community, from revitalizing a vacant property to creating quality jobs, aligns perfectly with our vision for economic growth and innovation. This project would not only strengthen our local economy but also showcase Las Cruces as a hub for industry and opportunity.”
Davin Lopez—President & CEO of MVEDA—commented on being included among ETI’s final choices: “We are proud to be among the final locations under consideration as the company evaluates potential sites,” he said. “We recognize this is part of a competitive site selection process with important decisions still ahead but we welcome the opportunity to showcase the strengths and opportunities our community provides.”
Gregg Wassmansdorf from global real estate firm Newmark noted that several factors influenced ETI’s decision-making process—including logistics infrastructure availability; workforce access; utilities; business climate; operating costs; property availability; and incentive programs designed to support expansion projects: “This has been a comprehensive and competitive site selection process,” he said.“A genuine display of partnering efforts from New Mexico’s state and local governments along with meaningful financial support has been instrumental in getting Endurance to this pivotal point in the project.”
If approved by ETI leadership after concluding their review process—which has taken months—the move could mark another step toward industrial diversification within southern New Mexico.
