General Magnetic was founded in 2008 in Calgary, Alberta, the heart of Canada’s oil and gas industry. Driven by the need to support the energy industry in producing energy efficiently and responsibly through reduced emissions, the Company focuses on developing best in class, proprietary technology enabling energy companies to achieve their goals.
Founder Al Duerr has a history of investing in the development of solutions to address environmental challenges. Founding an environmental technology company operating in Southeast Asia and his twelve years spent as the Mayor of the City of Calgary, leading it through a recession to become the fastest growing city in North America, taught him two things. First was the need to develop real, tangible, and implementable solutions to drive change locally. Second was the importance of using local technological success to address global challenges.
Inspired to do something tangible to improve the environmental and operational performance of the energy industry, Al decided to invest his time and resources to do just that. General Magnetic was formed to develop and bring to market a range of products for the Oil & Gas industry targeting energy efficiency and the reduction of methane emissions while simultaneously delivering operating costs savings.
The case for technologies focused on energy efficiency and methane gas emission reduction is clear. The need to conserve valuable resources and reduce long-term costs continues to encourage the entire General Magnetic team to maintain their focus providing continually enhanced products capable of making a material difference in energy efficiency and methane emission reduction.
General Magnetic is a vertically integrated company. It performs and manages 100% of its R&D, testing, manufacturing, marketing & sales as well as customer support. Its quality management system is ISO 9001 certified along with the ability to meet the highest IEC 80079 – 34 quality certification standards.
From Canada to the World
General Magnetic is more than a technology developer and manufacturer—it is a gateway for Canadian innovation to reach oil and gas operations around the world. By combining Canada’s expertise in energy technology, engineering, manufacturing and environmental performance with a global network of industry partners and customers, General Magnetic works to bring proven Canadian technologies to international energy markets.
The Company’s goal is to help Canadian-developed solutions move beyond the domestic market and create measurable impact across global oil and gas production. Through strategic partnerships, international distribution and localized market support, General Magnetic connects Canadian technology with the operational needs of energy producers worldwide.
As the global energy industry continues to face growing demands for improved efficiency, lower emissions and responsible resource development, General Magnetic is positioned to serve as a bridge between Canadian technology and global energy production—bringing practical, field-proven solutions from Calgary to the world.
Novalift – Expanding Canadian Technology into Brazil
General Magnetic has invested in Brazil through Novalift, a strategically positioned oil and gas equipment and services company based in Catu, Bahia. Novalift serves as General Magnetic’s platform for bringing innovative Canadian technologies and energy solutions to the Brazilian market, while combining them with local expertise, technical capabilities and customer support. Focused primarily on onshore oil and gas operations, Novalift provides solutions across artificial lift, energy efficiency, chemical injection, flow and emissions measurement, wellbore integrity, electronic actuators and control systems. Through this investment, General Magnetic is establishing a strong local presence in one of Latin America’s important energy markets while creating a pathway for Canadian-developed technologies to be deployed, supported and scaled across Brazil and, ultimately, other international oil and gas markets.
