LAS CRUCES, NM — September 11, 2025 — Endurance Technologies, Inc. (ETI), a leading Canadian steel processing and manufacturing company, has identified Las Cruces, New Mexico—within the dynamic New Mexico Borderplex region—as a finalist for its first U.S.-based facility. The proposed project would generate over $50 million in economic impact, create approximately 40 full-time jobs, and revitalize a key industrial site in Doña Ana County.
Headquartered in Calgary, Alberta, ETI has served the oil and gas, agriculture, mining, forestry, and industrial sectors for more than 30 years. The company is seeking to expand its production footprint into the United States to meet rising demand and better serve its North American client base. Following a competitive multistate site selection process, Las Cruces has emerged as a top contender.
“We are proud to be among the final locations under consideration,” said Davin Lopez, President & CEO of the Mesilla Valley Economic Development Alliance (MVEDA). “This opportunity reflects the strength of our region and the collaborative spirit that defines the New Mexico Borderplex.”
If selected, ETI’s new facility would be located at the City of Las Cruces Innovation & Industrial Park, involving the purchase and revitalization of a 45,050-square-foot building on approximately 15 acres. The company anticipates investing over $11 million in the first three years, with total capital expenditures projected to exceed $18 million.
“New Mexico’s slogan—‘everybody is somebody’—resonates deeply with our company culture,” said Jeff Pitura, President & CEO of Endurance Technologies. “We value the welcoming spirit and strategic advantages the region offers.”
A Strategic Investment in New Mexico’s Future
The facility would support ETI’s expansion into the U.S. market while leveraging Las Cruces’ skilled workforce, logistics infrastructure, and innovation ecosystem. The jobs created would offer above-average wages and contribute to the region’s growing industrial base.
“This project represents a vote of confidence in New Mexico’s future,” said Rob Black, Cabinet Secretary of the New Mexico Economic Development Department. “It’s how we create lasting jobs and ensure our communities thrive.”
“We’re thrilled about the opportunity to welcome Endurance Technologies,” added Mayor Eric Enriquez of Las Cruces. “Their investment aligns perfectly with our vision for economic growth and innovation.”
Collaboration Driving Opportunity
The project has been advanced through strong regional collaboration between the City of Las Cruces, MVEDA, and state partners, with support from global site selection experts.
“New Mexico’s unified approach and meaningful financial support have been instrumental,” said Gregg Wassmansdorf, Senior Managing Director of Global Strategy at Newmark. “This is a model for how competitive site selection should be done.”
For more information on Endurance Technologies, visit www.endurancetechnologies.com. To learn more about the New Mexico Borderplex and Las Cruces’ Innovation & Industrial Park, contact MVEDA at www.mveda.com.
