Analysis
February 18, 2026
Tampa Steel Conference: Service centers optimistic for 2026
Written by Brett Linton
The final panel of last week’s Tampa Steel Conference brought together executives from three different service centers. Joining us on stage were Drew Gross, president and COO of Alliance Family of Companies, Rocky Christenberry, executive vice president of Priefert, and Gaurav Chhibbar, chief operating officer of Friedman Industries. The panel was moderated by Ethan Bernard, managing editor of Steel Market Update.
Panelists shared common views on the evolving market. All acknowledged that the past two years have been challenging. At the same time, each expressed cautious optimism for 2026, provided companies remain disciplined.
From the publicly traded side, Chhibbar said a theme his company is taking into 2026 is discipline around capital allocation. At Friedman, that means focusing on the big picture, how the macro-economy is evolving, and only considering acquisitions when the returns justify the risk. With consolidation increasing across the industry, his company is focused on avoiding reactionary decisions and maintaining financial flexibility.
Gross provided the perspective of a private company. He described 2024 and 2025 as difficult markets and said Alliance has concentrated on inventory control, risk management, and long-term sustainability. He emphasized that Alliance has strategized to be correctly positioned when demand strengthens, explaining that “sometimes you’ve just got to dance while the music is on.”
Christenberry shared Priefert’s evolution from a ranch equipment manufacturer to the vertically integrated steel operation we know today. The company now processes material from raw coil and tubing through finished products, providing better supply chain control and operational flexibility. After a cautious outlook in prior years, Priefert is planning expansion and believes 2026 could be its highest tonnage year to date.
Technology was a central topic. All three companies are actively implementing AI tools for everything from forecasting to ERP enhancements to plant optimization. Data quality and oversight were identified as critical factors to reliably use AI. Gross remarked that you have to teach it with appropriate intent, because like a coil slitter, “if you put s*** in, you’re going to get s*** out.”
Attracting talent was also briefly discussed. An aging workforce coupled with a not-so-enticing industry can make hiring difficult. Panelists explained that modern plants can offer compelling careers and opportunities, and that if the public image remains outdated, the industry will continue to have a difficult time attracting younger talent.
Overall, the tone of the session was optimistic and panelists complimented each other. They agreed that companies that manage capital carefully, control risk, and adopt technology responsibly are positioned to perform well in 2026.
