True Shot CEO Richard Cross Positions the Business for a Leaner Drilling Environment

True Shot CEO Richard Cross Positions the Business for a Leaner Drilling Environment

Richard Cross, president of True Shot LLC, is overseeing a specialized drilling technology business at a time when the Permian Basin is shifting from rapid expansion to a more disciplined operating environment. Based in Odessa, Texas, True Shot provides measurement-while-drilling (MWD) services and remote operational support to oil and gas operators working in horizontal shale plays. As commodity prices soften and drilling programs tighten, Cross’s leadership has become increasingly centered on efficiency, reliability, and operational discipline rather than scale.

True Shot operates in a segment of the oilfield services market where margins are closely tied to uptime and accuracy. Under Cross’s direction, the company has focused on refining its core tools and processes instead of broad diversification. The firm’s MWD systems are designed to withstand high shock and vibration conditions common in the Permian, reflecting a leadership approach that prioritizes field performance over rapid product turnover. Cross has taken an active role in shaping this direction, maintaining close involvement with both engineering decisions and field operations.

Unlike larger service providers that rely on extensive field staffing, Cross has emphasized remote support and centralized monitoring as a way to manage labor constraints and control costs. True Shot operates a round-the-clock command center that allows drilling data to be monitored offsite, reducing the need for full crews on every rig. This model aligns with broader industry efforts to address workforce shortages while maintaining operational continuity. Cross has positioned remote capability not as a replacement for field expertise, but as a way to extend it more efficiently across multiple projects.

The company’s operational footprint also reflects a measured growth philosophy. While Odessa remains the hub, True Shot supports activity across multiple basins from that base rather than building out an extensive network of satellite locations. This approach reduces overhead and allows equipment and personnel to be deployed where demand is strongest. Cross has framed this structure as a way to stay responsive during downturns, when flexibility often matters more than footprint.

Market conditions have reinforced the importance of that strategy. After several years of strong drilling activity, operators in the Permian have pulled back capital spending amid lower oil prices and investor pressure to prioritize returns. Service providers are facing tighter budgets, slower rig schedules, and more scrutiny around cost justification. For companies like True Shot, the challenge is less about winning new contracts and more about retaining work by demonstrating consistent performance. Cross’s focus on tool reliability and fast technical response reflects an understanding of those dynamics.

At the same time, Cross has avoided positioning the business around aggressive forecasts. Instead, his public messaging emphasizes preparedness and adaptability. By keeping the organization lean and concentrating on its technical niche, True Shot aims to remain viable through the current cycle without relying on volume-driven growth. The company’s investment in durable equipment and centralized support suggests a long-term view shaped by past boom-and-bust periods in the basin.

Looking ahead, Cross appears focused on maintaining operational stability through 2025 and into 2026. While a rebound in drilling activity remains possible, he has avoided framing it as a certainty. Instead, the company’s strategy centers on being ready to scale service levels if demand returns, without overextending during the downturn. In a market where many service firms are recalibrating expectations, Dustin Cross is steering True Shot LLC with a pragmatic emphasis on efficiency, reliability, and controlled execution — a leadership posture shaped by the realities of today’s Permian Basin.

For operators and partners seeking a reliable MWD provider built for today’s more disciplined drilling environment, True Shot offers a direct line to its team. Whether the need is technical support, service inquiries, or collaboration opportunities, reaching out is straightforward through the company’s contact page. Visit True Shot Contact Page to connect with their specialists and learn how their lean, performance-focused approach can support your next drilling project.