What Horizontal Technology does

Horizontal Technology Inc. (HTI) is a Texas-based provider of horizontal directional drilling (HDD) tooling, steering services, and engineering design, founded in 1996 by John English and operating today as a subsidiary of the CCI Group of Companies following its 2018 acquisition by CCI Inc. The company's core offering centers on the proprietary Viper Rock Reamer product line (sizes 8.75" to 72"), high-torque low-flow mud motors, drill bits, field-adjustable fly cutters, engineered rollers, and rig supplies, complemented by DataTraX proprietary DC tracking software for precision steering and as-built documentation.

HTI generates revenue through three streams: hardware sales of in-house-manufactured or partner-manufactured (Frederick's Manufacturing LLC) drilling products; professional steering and guidance services delivered by technicians with 11+ years average HDD experience; and engineering and design services spanning route evaluation, stress analysis, BED/FEED, and regulatory applications. Manufacturing adheres to ISO 9001 quality standards, and the company offers an industry-first Cone Retention Guarantee on Viper reamers.

The company sells primarily through direct field and inside sales with 24/7 customer support, supplemented by distribution through the CCI Group network and active participation in industry events such as NASTT No-Dig Show, HDD Academy, and The Utility Expo. Operations span North America (Hockley, TX headquarters; Spruce Grove, AB secondary office) and South America (Alambari, São Paulo, Brazil), serving oil & gas operators, municipal infrastructure contractors, electrical utility companies, and HDD specialty contractors.

Name

Horizontal Technology

Legal name

Horizontal Technology Inc.

Website

https://horizontaltech.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Horizontal Technology Inc. designs, manufactures, and services proprietary horizontal directional drilling (HDD) tooling—led by its Viper Rock Reamer line—plus steering and engineering services for oil & gas, municipal, and electrical utility infrastructure projects across North and South America.

Ownership category

akta.pro rank

Product category

Horizontal Directional Drilling Equipment

NAICS

Construction Machinery Manufacturing (33312), Oil and Gas Field Machinery and Equipment Manufacturing (333132), Construction Machinery Manufacturing (333120)

SIC

Construction Machinery & Equip (3531), Oil & Gas Field Machinery & Equipment (3533), Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Cable Installation & Construction Services (trenching, duct banks, HDD, pulling, cable laying) (EUADADAI)

akta.pro secondary industry

Engineering design services (line design, substation design, civil/structural) (EUADAKAG)

Keywords

• Horizontal directional drilling
• Rock reamers
• Drilling motors
• HDD tooling
• Trenchless drilling equipment

Headquarters

HQ city

Hockley

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. HDD Drilling Products: Sale of proprietary drilling equipment including Viper Rock Reamers, mud motors, drill bits, fly cutters, and rig supplies. Products are manufactured in-house or by approved manufacturers like Frederick's Manufacturing LLC.
2. Steering and Guidance Services: Expert guidance technicians providing precision steering services, pre-bore design, post-bore as-builts, training, and intersect services for HDD contractors and pipeline owners.
3. Engineering and Design Services: Comprehensive pipeline and facility project services including route evaluation, constructability assessments, risk analysis, regulatory applications, stress analysis, and construction planning.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Horizontal Technology Inc. designs, manufactures, and supplies Horizontal Directional Drilling (HDD) products and services, with a flagship Viper Rock Reamer line, mud motors, drill bits, fly cutters, and engineered rollers for pipeline, utility, and cable installation projects. The company also delivers professional steering, navigation, engineering, and design services supported by its proprietary DataTraX DC tracking software.

Product overview

Horizontal Technology Inc. provides a comprehensive portfolio of HDD (Horizontal Directional Drilling) products and services, centered around their flagship Viper® Rock Reamer product line and high-performance Drilling Motors/Mud Motors. The core product offering includes Drill Bits (Varel High Energy Series), Winged Warrior Field Adjustable Fly Cutters & Barrel Reamers, HDD Engineered Rollers, and Rig Supplies (crossover subs, bit subs, float subs, and various attachments). These are complemented by proprietary DataTraX steering software for precision navigation, professional Steering Services with expert guidance technicians, and Engineering & Design services for pipeline and facility projects. The company also offers HDD Calculations and Planning Tools to support project execution. The product ecosystem is unified around providing complete HDD drilling solutions from initial planning through project completion, with a focus on the oil and gas and municipal infrastructure industries.

Differentiator

Problem solved

Functional benefit

Brands

• Viper Rock Reamer: Proprietary rock reamer product line for HDD drilling, featuring models V4, V6, V6-18, V8, V10, V12, V8-24, and Jumbo sizes ranging from 8.75-inch to 72-inch diameters
• DataTraX
• Winged Warrior

Products and services

• Viper Rock Reamers Flagship rock reamer product line for HDD hole opening, available in V4, V6, V6-18, V8, V10, V12, V8-24, and Jumbo models ranging from 8.75-inch to 72-inch diameters, designed to eliminate catastrophic failures and ensure down-hole cutter security. Used by HDD contractors in oil and gas, municipal, and utility infrastructure projects.
• Drilling Motors (Mud Motors) High-torque, low-flow downhole mud motors engineered for HDD applications, available in 3-3/4", 4-3/4", 6-3/4", and 8" sizes with adjustable bend housing for on-site modifications, safety catch sub, and optimized differential pressure operation.
• Drill Bits Newly manufactured rock bits designed for HDD conditions using Varel High Energy (HE) Series Bits engineered for high weight on bit and higher RPM applications.
• Winged Warrior Field Adjustable Fly Cutters & Barrel Reamers Custom-built fly cutters and barrel reamers designed for precision hole expansion and conditioning in alluvial formations, available in sizes from 12" to 60".
• HDD Engineered Rollers Engineered rollers in multiple sizes accommodating diameters up to 62", available 24/7 to support HDD operations.
• Rig Supplies Comprehensive range of rig supplies including jetting assemblies, swivels, downhole and tracking wire, pull heads, heat shrink, spiders, crossover subs, bit subs, float subs, and non-magnetic orientation subs.
• Steering Services Expert guidance and navigation services including magnetic and gyro steering tools, pre-bore design, post-bore as-builts, training, and intersect services for HDD contractors and pipeline owners.
• DataTraX Software

Quantifiable outcome

• Zero cone loss in over 1 million feet of reaming
• +6 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• Frederick's Manufacturing LLCcoreOEM/ Whitelabel/ Licensing Partner · 1 May 2026Frederick's Manufacturing LLC is the only manufacturer of the Viper® Rock Reamer line of tools for Horizontal Technology Inc. Founded in 1965 and based in New Iberia, Louisiana, Frederick's has served the Gulf Coast for nearly 60 years with CNC and conventional machining, subsea fabrication, and wireline tooling capabilities.
• CCI Group of CompaniescoreStrategic or Co-development PartnerHTI is a proud member of the CCI Group of Companies, formed in 2004, which specializes in providing services to the North American oil and gas and municipal infrastructure industries. CCI Group includes CCI Inc., EPiC Solutions, Geoterra, Progress Drilling USA, and Frederick's Manufacturing LLC.
• CCI & Associates Inc.majorChannel Partner/ Reseller/ DistributorEstablished in 2016 in Houston, TX as CCI's base for US projects. Provides geotechnical, engineering, environmental, and construction management services for Oil & Gas, Municipal Infrastructure, and Electrical Energy Transmission markets in the US and internationally.
• EPiC SolutionsmajorStrategic or Co-development PartnerJoint venture between CCI Inc. and Midwest Pipelines Inc. formed in 2017, integrating construction expertise with engineering excellence. Provides unmatched turn-key EPC solutions for Canadian pipeline industry.
• Geoterra Integrated Resource Systems Ltd.minorStrategic or Co-development PartnerCanadian consulting firm specializing in integrated resource management, environmental compliance, assessments, mapping and natural resource inventory analysis. Part of CCI Group of Companies.
• Progress Drilling USAminorChannel Partner/ Reseller/ DistributorGeotechnical and geo-environmental drilling service provider capable of soil and bedrock sampling to depths in excess of 250 feet using various drilling methods. Operates track-mounted drilling equipment for challenging terrain.
• HDDA (Horizontal Directional Drilling Association)minorOthersIndustry association membership for HDD industry professionals.
• North American Society for Trenchless TechnologiesminorOthersIndustry association membership for trenchless technology professionals.
• Distributions Contractors AssociationminorOthersIndustry association membership for distribution contractors.
• Pipe Line Contractors AssociationminorOthersIndustry association membership for pipeline contractors.
• Power & Communication Contractors AssociationminorOthersIndustry association membership for power and communication contractors.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Boart Longyear:
• Baroid Industrial Drilling Products (Halliburton):
• Astec Industries: Astec Industries is a large diversified manufacturer of infrastructure equipment for road construction, mining, and energy, including trenchless and drilling-related product lines. It is a broad incumbent in the construction machinery space where HTI competes as a niche specialist.

Direct peers

• Digital Control Incorporated (DCI): DCI is the leading manufacturer of walk-over and magnetic HDD guidance/locator systems (e.g., DigiTrak Falcon F5+), directly comparable to HTI's magnetic and gyro steering tools and DataTraX software. Both serve HDD contractors needing precision steering and tracking.
• Melfred Borzall: Melfred Borzall designs and manufactures HDD tooling including reamers, drill bits, and downhole tools, competing head-to-head with HTI's Viper Rock Reamer, Winged Warrior fly cutters, and drill bit product lines for HDD contractors.
• Vermeer Corporation: Vermeer is a major manufacturer of horizontal directional drilling (HDD) rigs and supporting tooling, making it the most direct peer to HTI's Viper Rock Reamers and mud motor product lines. Both serve the same HDD contractor customer base and overlap on drilling tooling categories.

Regional players

• McElroy Manufacturing: McElroy is a manufacturer of pipeline fusion and construction equipment, including equipment used in HDD-assisted pipeline installation. Comparable as a specialized equipment supplier serving pipeline contractors, an overlapping end customer with HTI.

Emerging players

• Underground Magnetics: Underground Magnetics provides magnetic guidance tools for HDD, a partial overlap with HTI's magnetic and gyro steering technology and steering services business. Both compete for HDD navigation and steering contracts.
• Subsite UtiliGuard: Subsite (a Charles Machine Works / Ditch Witch affiliate) provides HDD guidance and utility locating equipment, overlapping with HTI's magnetic steering tools and DataTraX software offering for HDD contractors.

Others

• CCI Inc. (parent): CCI Inc. is HTI's parent company and a leading HDD engineering and pipeline services firm, providing geotechnical, trenchless, and pipeline engineering. Relevant as the corporate parent driving HTI's integration with EPC and engineering services offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@horizontaltechnology
• Facebookfacebook.com/profile.php?id=61572971157094
• LinkedInlinkedin.com/company/10881991
• Instagraminstagram.com/horizontaltech

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Horizontal Technology