ProAction Fluids
ProAction Fluids manufactures pre-dosed, pre-packaged drilling fluids and additives for horizontal directional drilling (HDD) contractors. The company sells through a global distributor network and direct demos, and was acquired by CSW Industrials in November 2025.
- Company typePrivate
- Founded2015
- HeadquartersShreveport, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What ProAction Fluids does
ProAction Fluids is a US-based manufacturer of performance-tested drilling fluids and additives for the horizontal directional drilling (HDD), construction, and utility industries. Founded in 2015 and headquartered in Shreveport, Louisiana, the company built its position as the self-described 'original industry leader' in pre-dosed, pre-packaged HDD fluid additives, organizing its portfolio into three integrated series: the ProBore Series (clay-free HDD fluids including TurboBore, ProDrill, ProDrill ECO, ProDyne, ClayLock, GeoSweep HD, and GeoSweep LQ); the ProVis Series (bentonite-compatible additives including ProVis HYB, ProVis XP, and pH Boost); and a Specialty Series of supporting products (AntiFoam, BoreShield, DrillClean, HammerLube, ProFoam, RodLube, VacBoost).
The underlying technology centers on proprietary fluid chemistry engineered to be mixed at a simple 1EZB-per-500-gallons-of-water ratio, with stable rheology that eliminates overnight fall-out and reduces equipment wear versus traditional bentonite handling. Products are sold in bag or bottle packaging designed for mess-free on-site use and are formulated with environmental considerations in mind; the company holds ISO 9001:2015 and ISO 14001:2015 certifications.
The business operates a distributor-led go-to-market model, with a global distributor network augmented by direct demo-driven field sales (virtual or on-site), co-location through JET-LUBE channel partners, and digital marketing across social, blog, and email channels. Pricing is not publicly disclosed; engagement is volume-based one-time purchases from HDD contractors rather than recurring subscriptions. In November 2025, ProAction Fluids was acquired by CSW Industrials (NASDAQ: CSWI) for over $26.5 million (combined with Hydrotex Holdings), funding through CSW's existing credit facility, and now operates as a brand under CSW's Specialized Reliability Solutions segment. Founder/CEO Kurt Hegge continues to lead the business.
ProAction Fluids firmographics
Firmographics- Name
- ProAction Fluids
- Legal name
- Whitmore Manufacturing, LLC
- Website
- https://proactionfluids.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ProAction Fluids manufactures pre-dosed, pre-packaged drilling fluids and additives for horizontal directional drilling (HDD) contractors. The company sells through a global distributor network and direct demos, and was acquired by CSW Industrials in November 2025.
- Ownership category
- akta.pro rank
ProAction Fluids industry classification
Industry- Product category
- Drilling Fluids & Additives
- NAICS
- Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914), Petroleum and Coal Products Manufacturing (3241), Oil and Gas Field Machinery and Equipment Manufacturing (333132)
- SIC
- Oil & Gas Field Machinery & Equipment (3533), Fats & Oils (2070)
- akta.pro primary industry
- Oilfield & Refining Specialty Chemicals (IMAEABAI)
- akta.pro secondary industry
- Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ)
Keywords
Where ProAction Fluids is headquartered
LocationHeadquarters
- HQ city
- Shreveport
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ProAction Fluids business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- HDD Drilling Fluids and Additives: ProAction Fluids generates revenue through the sale of performance-tested drilling fluids, additives, and specialty products for the Horizontal Directional Drilling (HDD) industry. Products are sold through a global distributor network to contractors in construction, utility, and HDD industries. The company offers a full line of products across three series: ProBore, ProVis, and Specialty Series.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
ProAction Fluids product offering
Product offeringCore offering
ProAction Fluids manufactures and sells pre-dosed, pre-packaged drilling fluids and additives specifically formulated for Horizontal Directional Drilling (HDD), construction, and utility infrastructure markets. Its portfolio is organized into three series (ProBore, ProVis, and Specialty) covering bentonite-free fluids, bentonite-compatible additives, and supporting additives, with products packaged in bags or bottles at a simple 1EZB per 500 gallons mix ratio and sold primarily through a global distributor network to HDD contractors.
Product overview
ProAction Fluids is a manufacturer of performance-tested drilling fluids and additives specifically designed for the Horizontal Directional Drilling (HDD), Construction, and Utility Industries. The company operates as a subsidiary of Whitmore Manufacturing, LLC (CSW Industrials). The product portfolio consists of three integrated series: (1) the ProBore Series (TurboBore, ProDrill, ProDrill ECO, ProDyne, ClayLock, GeoSweep HD, GeoSweep LQ) - designed to work WITHOUT bentonite, offering pre-dosed convenience and reduced equipment wear; (2) the ProVis Series (ProVis HYB, ProVis XP, pH Boost) - bentonite-based additives that work WITH bentonite products for applications requiring traditional clay-based fluids; and (3) the Specialty Series (AntiFoam, BoreShield, DrillClean, HammerLube, ProFoam, RodLube, VacBoost) - supporting additives that enhance drilling operations and equipment longevity. The company emphasizes easy-to-mix, pre-packaged formulations available in bags or bottles (1EZB per 500 gallons of water) with environmentally friendly characteristics.
Differentiator
Problem solved
Functional benefit
Brands
- ProBore Series: Horizontal Drilling Fluids (HDD) designed to work without having to add any clay-based products, such as bentonite. State-of-the-art HDD fluid solutions prioritizing speed, operational efficiency, and reduced equipment wear.
- ProVis Series
- Specialty Series
Products and services
- ProBore Series Horizontal Directional Drilling (HDD) fluids engineered to work without adding clay-based products such as bentonite, designed to prioritize speed, operational efficiency, reduced equipment wear, and longer tool life for HDD contractors.
- ProVis Series Bentonite and bentonite-compatible additives (ProVis HYB, ProVis XP, and pH Boost) designed to work with bentonite products, reducing required mud volumes while maximizing drilling results.
- Specialty Series Supporting additives (AntiFoam, BoreShield, DrillClean, HammerLube, ProFoam, RodLube, and VacBoost) engineered to add value to drilling projects, minimize equipment wear, and enhance operational efficiency.
- TurboBore HDD drilling fluid within the ProBore Series specifically formulated for sand and rocky soil conditions without requiring bentonite, designed for challenging geological formations.
Quantifiable outcome
- 100% bore completion rate reported by some customers using products on challenging terrain
Companies that use ProAction Fluids
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles1 record
ProAction Fluids technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
ProAction Fluids partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Whitmore Manufacturing, LLCcoreProAction Fluids is a subsidiary of Whitmore Manufacturing, LLC, headquartered in Rockwall, Texas. Whitmore Manufacturing is the parent company controlling ProAction Fluids operations.
- Distributors (Global)coreProAction Fluids operates through a global network of distributors who resell their HDD drilling fluids and additives. The company actively recruits new distributors and provides a distributor search tool on their website.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
ProAction Fluids competitors and assessment
Company assessmentDirect peers
- SLB (M-I SWACO): SLB's M-I SWACO is a leading drilling fluids brand serving oilfield, HDD, and trenchless markets globally. Direct competitor to ProAction's specialty drilling fluid chemistry, with broader portfolio and deeper R&D resources.
- Halliburton (Baroid): Halliburton's Baroid division is the global leader in oilfield drilling fluids and a major provider of HDD drilling fluids. Direct competitor to ProAction in both oilfield and HDD specialty chemistry, with significantly larger R&D and global distribution scale.
- TBC-Brinadd: TBC-Brinadd specializes in drilling fluid additives and specialty chemistry for oilfield, HDD, and industrial applications. Direct competitor in additive chemistry with overlapping specialty product positioning.
- Newpark Resources: Newpark Resources provides drilling fluids and composite mat systems for oilfield, HDD, and industrial markets. Direct competitor to ProAction's specialty drilling fluid products, with overlapping customer base among HDD contractors.
- Tetra Technologies: Tetra Technologies provides oilfield chemistry, drilling fluids, and water management solutions. Direct competitor to ProAction in specialty drilling fluid chemistry serving both oilfield and HDD contractors.
- Flotek Industries: Flotek Industries develops specialty chemistry for oilfield, HDD, and industrial applications including drilling fluid additives. Direct competitor in specialty drilling chemistry with similar product positioning to ProAction.
- Imdex Limited: Imdex Limited provides drilling fluids, downhole tools, and specialty chemistry for mineral exploration, oilfield, and HDD applications. Direct competitor in specialty drilling fluid chemistry with global distribution.
- CETCO (Mineral Technologies): CETCO, a subsidiary of Mineral Technologies, manufactures bentonite-based drilling fluids and additives for HDD and construction markets. Direct competitor to ProAction's ProVis Series bentonite-compatible chemistry.
Broad incumbents
- JET-LUBE (CSW Industrials): JET-LUBE is a fellow CSW Industrials subsidiary that sells industrial lubricants, drilling specialty products, and maintenance chemicals through a global distributor network — including distributing ProAction fluids. Comparable go-to-market model and adjacent specialty chemistry portfolio.
Others
- Vermeer Corporation: Vermeer Corporation is a leading HDD equipment manufacturer (drills, reamers, tooling) and serves the same HDD contractor customer base as ProAction. Not a direct competitor in fluids, but a major customer ecosystem participant driving HDD fluid demand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
ProAction Fluids social profiles
Digital presenceProAction Fluids compliance and trust
Trust signalCompliance2 records
ProAction Fluids financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProAction Fluids leadership team
Management profileNumber of profiles
Profiles1 record
ProAction Fluids funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProAction Fluids M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ProAction Fluids
What does ProAction Fluids do?
ProAction Fluids manufactures and sells pre-dosed, pre-packaged drilling fluids and additives specifically formulated for Horizontal Directional Drilling (HDD), construction, and utility infrastructure markets. Its portfolio is organized into three series (ProBore, ProVis, and Specialty) covering bentonite-free fluids, bentonite-compatible additives, and supporting additives, with products packaged in bags or bottles at a simple 1EZB per 500 gallons mix ratio and sold primarily through a global distributor network to HDD contractors.
Is ProAction Fluids a public or private company?
ProAction Fluids is a private company. It is classified as corporate owned and is currently operating.
When was ProAction Fluids founded?
ProAction Fluids was founded in 2015. It employs 11 to 50 people.
Where is ProAction Fluids based?
ProAction Fluids is headquartered in Shreveport, United States, in the North America region.
How does ProAction Fluids make money?
One revenue line is on record: HDD Drilling Fluids and Additives.
Who are ProAction Fluids's main competitors?
Direct peers on record are SLB (M-I SWACO), Halliburton (Baroid), TBC-Brinadd, Newpark Resources, Tetra Technologies, Flotek Industries, Imdex Limited and CETCO (Mineral Technologies). JET-LUBE (CSW Industrials) is listed as a broad incumbent. Vermeer Corporation is listed as an others.
Does ProAction Fluids have an API?
No public API is recorded for ProAction Fluids.
What industry is ProAction Fluids in?
ProAction Fluids's product category is Drilling Fluids & Additives. Its primary akta.pro industry code is IMAEABAI, Oilfield & Refining Specialty Chemicals, with a secondary code of EUALAJAJ, Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro). Its NAICS code is 333914 and its SIC code is 3533.