Rotating Right

What Rotating Right does

Rotating Right (2016) Inc. is a privately held Alberta-based pump distributor, manufacturer, and original equipment manufacturer (OEM) serving the Western Canadian oil and gas industry. Headquartered in Leduc with field offices in Drayton Valley and Lethbridge, the firm specializes in surface pumping systems and subsurface artificial lift pumping systems — including reciprocating multiplex plunger pumps, centrifugal pumps, progressive cavity pumps, multiphase pumps, and proprietary designs such as the Reciprocating Electric Submersible Pump (RESP), the Multiphase Transfer Pump (MTP), and a large-diameter Horizontal Pumping System (HPS). The company holds distribution agreements with major pump OEMs (National Oilwell, Gardner Denver, Wheatley Gaso, Seepex, Moyno, Griswold, Truflo, Hydra-Cell, Viking, Blackmer, Grundfos, Goulds, Magnatex) and holds exclusive Western Canadian distribution rights for Griswold ANSI and Truflo API 610 product lines, as well as a Seepex OEM relationship for international oil and gas markets. Rotating Right is staffed with manufacturer-certified specialists (38+ years of collective pumping expertise, including National Oilwell Level 4 Master Pump Technicians) and holds ABSA certification for ASME B31.1 Power Piping and B31.3 Process Piping (2024-2027) and CWB CSA W47.1 welding certification. Revenue is generated through hardware sales of new pumps and equipment, OEM/private-label production (portable generators, Seepex progressive cavity pumps), reconditioning services returning pumps to OEM specifications, an exchange and trade-in program for fluid ends and power ends, expendables and repair parts (over $1.4M in inventory), turnkey design and construction of housed and piped packages, and Pump Schools / Lunch-and-Learn training programs. Pricing is quote-based and not publicly disclosed; the firm operates 24/7 on-call service and commits to 24-hour quotation response times, with a stated mission of being a single-source provider combining distribution, manufacturing, and OEM capabilities for upstream oil and gas operators.

Name

Rotating Right

Legal name

Rotating Right (2016) Inc.

Website

https://rotatingright.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Rotating Right is an Alberta-based pump distributor, manufacturer, and OEM serving the Western Canadian oil and gas industry with surface pumping systems, subsurface artificial lift systems, and three proprietary pump technologies, complemented by reconditioning, parts, fabrication, and training services.

Ownership category

akta.pro rank

Product category

Oil and Gas Pumping Systems

NAICS

Oil and Gas Field Machinery and Equipment Manufacturing (333132), Pump and Compressor Manufacturing (33391), Other General Purpose Machinery Manufacturing (3339)

SIC

Oil & Gas Field Machinery & Equipment (3533), Pumps & Pumping Equipment (3561)

akta.pro primary industry

Production Services & Artificial Lift (ESP, Rod Lift, Gas Lift, Chemicals) (EUALABAH)

akta.pro secondary industries

Positive Displacement Pumps (IMAHANAB), Pump & Compressor Packages (Skids, Booster Sets) (IMAHANAG)

Keywords

• Artificial lift pumping
• Oil and gas pumps
• Progressive cavity pumps
• Multiphase pumping systems
• Centrifugal pumps

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Pump and Equipment Sales: Sales of new surface pumps, reciprocating multiplex plunger pumps, centrifugal pumps, progressive cavity pumps, multiphase pumps, artificial lift products, engines, generators, electric motors, and filtration equipment. The company distributes or manufactures a wide range of pump brands and types.
2. Reconditioning and Repair Services: Reconditioning of reciprocating multiplex plunger pumps, progressing cavity pumps, and centrifugal pumps. Services include bringing pumps back to OEM specifications using OEM parts.
3. Exchange and Trade-in Program: Exchange program for fluid ends, power ends, crankshafts, crossheads and complete pumps. Trade-in/trade-up programs for reciprocating pumps. Customer property surplus pump marketing program.
4. Expendables and Repair Parts: Stocking and sale of expendables and repair parts for multiplex plunger and progressive cavity pumps including plungers, packing, brass, valves, bearings, crankshafts, connecting rods, seals, rotors, and stators. Over $1,400,000 in inventory.
5. Design and Construction Services: Design and construction of complete pumping systems and hydraulic lift systems including piping, instrumentation, building and heaters. Turnkey package fabrication.
6. Pump Schools and Training: Educational training programs on pumping systems including Reciprocating Multiplex Pumps, Centrifugal Pumps, Horizontal Surface Pumps, Multiphase Transfer Pumps, Reciprocating Electric Submersible Pumps, Downhole Jet Pump Systems, Energy Saving Variable Speed Drives, and Pumping System Design.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Rotating Right distributes, manufactures, and services surface pumping systems and subsurface artificial lift pumping systems for the oil and gas industry. The company supplies reciprocating multiplex plunger pumps, centrifugal pumps, progressive cavity pumps, multiphase pumping systems, electric motors, engines/generators, filtration equipment, and turnkey housed-and-piped packages, complemented by reconditioning, exchange, expendables, design/construction, and training services.

Product overview

Rotating Right is a pump distributor, pump manufacturer, and OEM specializing in surface pumping systems and subsurface artificial lift pumping systems for the oil and gas industry. The company offers a comprehensive portfolio organized around core product categories including Artificial Lift Systems (subsurface jet pumps and the proprietary Reciprocating Electric Submersible Pump/RESP), Horizontal Pumping Systems (HPS), Multiphase Pumping Systems (including proprietary Multiphase Transfer Pump/MTP), Progressive Cavity Pumps (as Seepex OEM plus Weatherford, Liberty, Moyno, Robbins & Myers, Roper brands), Fluid Transfer and Centrifugal Pumps (with exclusive Western Canadian distribution for Griswold and Truflo), Filtration Systems, Engines/Generators/Water Pumps, Electric Motors (WEG, Teco Westinghouse), and Reconditioned Products. The company complements its product offerings with services including exchange/trade-in programs, pump reconditioning, expendables/repair parts supply, Pump Schools training, and complete design/construction services. Rotating Right holds ABSA certification for ASME B31.1 and B31.3 Process Piping and CWB certification for CSA Standard W47.1.

Differentiator

Problem solved

Functional benefit

Products and services

• Artificial Lift Systems Surface and subsurface artificial lift pumping systems for oil and gas extraction, including subsurface jet pumps and the proprietary Reciprocating Electric Submersible Pump (RESP). Built for upstream operators needing reliable lift at depths of 500–5,000 m and rates up to 1,500 bbls/day.
• Horizontal Pumping Systems (HPS) Horizontally-mounted multi-stage centrifugal pumps designed for high pressure and medium flow rates, suitable for water injection, water disposal, polymer injection, chemical injection, LACT units, LPG/LNG pumps, pressure testing, jet pumping, and plant wash-down.
• Housed & Piped Packages Turnkey pump packages including piping, skid design, pump applications, controls, accessories, and buildings engineered to customer specifications from initial design through commissioning.
• Reciprocating Multiplex Plunger Pumps High-pressure positive displacement pumps ranging from 2 to 600 HP, with pressure ranges from 500 to 30,000 PSI and flow ranges to 20,000 BFPD, including distribution of National Oilwell, Gardner Denver, and Wheatley Gaso brands.
• Multiphase Pumping Systems Systems that handle multiphase fluid (oil, gas, and water) transfer for upstream applications, including the proprietary Multiphase Transfer Pump (MTP), a double-acting duplex piston pump that doubles volume pumped by simplex piston pumps with less than 15% increase in input horsepower.
• Progressive Cavity Pumps Surface progressing cavity pumps for fluid transfer, with Rotating Right as a Seepex OEM for the international oil and gas market, plus Weatherford, Liberty, Moyno, Robbins & Myers, and Roper distributed lines.
• Fluid Transfer Pumps Comprehensive range of fluid transfer pumps including diaphragm, gear, centrifugal, vane, magnetic drive, and AOD pumps, with exclusive Western Canadian distribution of Griswold ANSI End Suction Pumps and Truflo API 610 Pumps.
• Centrifugal Pumps Wide range of centrifugal pumps including ANSI, API-610, vertical inline, and magnetic drive configurations for industrial and oil and gas applications.
• Filtration Systems Bag and cartridge-style filter housings and strainers including single, duplex and multi-bag configurations with CRN and ASME stamps, covering 150 and 300 ANSI strainers for industrial filtration.
• Engines, Generators & Water Pumps Industrial engines, generator sets, portable generators, diesel water pumps, and portable pressure washers, including GM natural gas/propane engines up to 8.1L, Perkins/Iveco/Daewoo diesel engines up to 900 HP, custom generator sets up to 500 kW, and portable gas/diesel generators up to 6.5 kW.
• Electric Motors WEG and Teco Westinghouse electric motors for replacement and use in pump unitization and fabrication packages, suitable for VFD applications with up to 10:1 constant torque reduction ratio.
• Reconditioned Products Reconditioned reciprocating multiplex plunger pumps and progressing cavity pumps brought back to OEM specifications, including National Oilwell models.
• Exchange & Trade-in Services Exchange program for fluid ends, power ends, crankshafts, crossheads and complete pumps, plus trade-in/trade-up programs for reciprocating pumps and a customer property surplus pump marketing program.
• Reconditioning & Service Reconditioning of reciprocating multiplex plunger pumps, progressing cavity pumps, and centrifugal pumps to OEM specifications using OEM parts.
• Expendables & Repair Parts Stocking and sale of expendables and repair parts for multiplex plunger and progressive cavity pumps including plungers, packing, brass, valves, bearings, crankshafts, connecting rods, seals, rotors, and stators, with over $1,400,000 in inventory.
• Pump Schools Training Educational training programs covering Reciprocating Multiplex Pumps, Centrifugal Pumps, Horizontal Surface Pumps, Multiphase Transfer Pumps, Reciprocating Electric Submersible Pumps, Downhole Jet Pump Systems, Variable Speed Drives, and Pumping System Design, plus Lunch and Learn sessions held at customer offices.
• Design & Construction Services Design and construction of complete pumping systems and hydraulic lift systems including piping, instrumentation, buildings, and heaters; turnkey package fabrication under ABSA (ASME B31.1/B31.3) and CWB (CSA W47.1) certifications.

Quantifiable outcome

• Multiphase Transfer Pump doubles volume pumped with less than 15% increase in required input horsepower compared to simplex piston pumps
• +3 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and major.

• SeepexcoreTechnology or IntegrationRotating Right is a Seepex OEM for the international oil & gas market. They have six Seepex Level 1 and three Level 2 specialists on staff. The company carries inventory of common Seepex pump sizes and parts including rotors, stators, mechanical seals, packing and connecting rod parts.
• National Oilwell VarcomajorChannel Partner/ Reseller/ DistributorRotating Right has distribution access to National Oilwell Varco reciprocating multiplex plunger pumps and related equipment. They have three Master Pump Technicians who are Level 4 Trained Specialists from the National Oilwell Pump Sales and Application Program.
• Griswold (exclusive Western Canada)coreChannel Partner/ Reseller/ DistributorRotating Right is the exclusive Western Canadian Distributor of Griswold ANSI End Suction Pumps. Also distributing Truflo API 610 Pumps exclusively in Western Canada.
• Gardner DenvermajorChannel Partner/ Reseller/ DistributorRotating Right has distribution access to Gardner Denver reciprocating multiplex plunger pumps for the oil and gas market.
• Wheatley GasomajorChannel Partner/ Reseller/ DistributorRotating Right has distribution access to Wheatley Gaso reciprocating pumps, one of the established brands in the multiplex plunger pump market.
• Hydra-CellmajorChannel Partner/ Reseller/ DistributorRotating Right has distribution access to Hydra-Cell Diaphragm Pumps for fluid transfer applications.
• Viking PumpmajorChannel Partner/ Reseller/ DistributorRotating Right has distribution access to Viking Gear and Centrifugal Pumps for fluid transfer applications.
• BlackmermajorChannel Partner/ Reseller/ DistributorRotating Right has distribution access to Blackmer Gear and Vane Pumps for fluid transfer applications.
• GrundfosmajorChannel Partner/ Reseller/ DistributorRotating Right has access to Grundfos pumps including Multistage Vertical In Line Centrifugal Pumps for fluid transfer applications.
• GouldsmajorChannel Partner/ Reseller/ DistributorRotating Right has access to Goulds ANSI 3196 End Suction Centrifugal Pumps and ANSI 3996 Vertical In-Line Centrifugal Pumps.
• MagnatexmajorChannel Partner/ Reseller/ DistributorRotating Right has access to Magnatex Magnetic Drive Pumps including ANSI Magnetic Drive Centrifugal Pumps.
• WEG Electric MotorsmajorTechnology or IntegrationRotating Right distributes WEG Electric Motors for replacement and use in pump unitization and fabrication packages. WEG offers comprehensive stocking capabilities and motors suitable for use with VFDs.
• Teco WestinghousemajorTechnology or IntegrationRotating Right distributes Teco Westinghouse Electric Motors and Variable Frequency Drives for pump applications. Both brands offer VFD suitability and up to 10:1 VFD Constant Torque reduction ratio.
• Perkins, Iveco, DaewoomajorTechnology or IntegrationRotating Right sources diesel engines up to 900 HP from Perkins, Iveco and Daewoo for use in generator sets and pump drive applications.
• MoynoChannel Partner/ Reseller/ DistributorRotating Right carries inventory of Moyno L-Frame Pumps and parts with three Moyno-trained Level 1 and two Level 2 specialists on staff. Weatherford and Liberty Process pumps are equivalent to Moyno L-Frame series.
• National Oilwell/Trico Training ProgramcoreStrategic or Co-development PartnerRotating Right has three Level 1 Hydraulic Pumping Specialists certified from the National Oilwell/Trico training program. This partnership provides specialized training for hydraulic pumping systems.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Weatherford International: Global oilfield services company with a major artificial lift and progressing cavity pump product line. Rotating Right distributes Weatherford progressive cavity pumps in Western Canada and competes in the same artificial lift specification environment.
• Seepex GmbH: German manufacturer of progressive cavity pumps; Rotating Right is a Seepex OEM for international oil and gas. Direct overlap on multiphase and progressing cavity pump technologies serving upstream customers.
• Borets (a Schlumberger company): Leading global supplier of electric submersible pumps and artificial lift systems. Direct competitor to Rotating Right's RESP product and subsurface artificial lift portfolio across global upstream operators.
• Moyno (a Franklin Electric brand): Manufacturer of progressing cavity pumps including the L-Frame series and Tri-Phaze multiphase system. Rotating Right carries Moyno inventory and trained specialists, competing for the same multiphase and PC pump specifications.

Broad incumbents

• National Oilwell Varco (NOV): Major OEM of reciprocating multiplex plunger pumps and broad oilfield equipment. Rotating Right distributes NOV pumps but competes with NOV's direct sales to large operators for the same artificial lift and surface pumping applications.
• Halliburton Artificial Lift: Major oilfield services provider with artificial lift, ESP, and pumping services. Competes with Rotating Right across the same upstream customer base, though at much larger scale with bundled service offerings.
• Schlumberger (SLB) Production Services: Global oilfield services incumbent with extensive artificial lift, multiphase pumping, and production optimization offerings. Competes for the same oil and gas operator capital that Rotating Right targets.
• Flowserve Corporation: Large diversified pump and valve manufacturer serving oil and gas, chemical, power, and water markets. Overlaps with Rotating Right's centrifugal, API 610, and engineered pump packages, particularly for upstream and midstream applications.
• Ingersoll Rand (Gardner Denver legacy): Industrial equipment manufacturer whose Gardner Denver heritage includes reciprocating multiplex plunger pumps and compressors for oil and gas. Rotating Right distributes Gardner Denver pumps, creating both partnership and competition dynamics.

Emerging players

• SPX FLOW (now under Lone Star Funds / acquired pieces): Industrial pump and fluid handling technology provider that has supplied oil and gas, chemical, and power markets. Comparable in product breadth (centrifugal, positive displacement, multiphase) but currently undergoing portfolio restructuring.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rotating Right