Craig, where are you based and what does your role at FläktGroup involve?
I’m based in San Diego and cover the US West Coast region. It’s one of the most fast-paced and influential data center markets in the world, with many of the major hyperscalers and new design concepts originating here. My role is all about supporting customers in this space - understanding their needs, working closely with engineers, and helping deliver high-performing HVAC solutions for increasingly complex data center projects.
You trained as a mechanical engineer - how did you move into technical sales?
Although my background is in mechanical engineering, I stepped straight into technical sales. I quickly realised how much I enjoyed working directly with customers and engineers—taking complex requirements and translating them into practical, efficient and high-performing solutions. That blend of technical knowledge and collaboration really suits me.
What experience do you bring from outside the data center sector?
Over the years, I’ve worked across a wide range of sectors, including military, biotech, education and commercial buildings.,That diversity has given me a strong grounding in mechanical systems, equipment and codes, as well as the ability to step back and view challenges from a broader, systems-level perspective. In data centers - where designs, references and requirements evolve rapidly - that ability to see the bigger picture is essential.
How does the US data center market compare globally?
The US is currently the fastest-growing data center market in the world. It’s home to the major hyperscalers and is often where new design ideas are born - concepts that later influence Europe and Asia. Because customer needs can vary significantly by region, having dedicated data center teams across the US, Europe and Asia is a major strength for FläktGroup.
What are customers really looking for right now?
Speed to market is critical. Customers are often running multiple revisions on the same project, testing different ideas before committing to a final direction. For us, it’s about responsiveness and understanding their priorities. We need to move with them, match their pace and adapt quickly as requirements change.
Relationships seem to be a big part of your role - why is that so important?
A major focus of my role is building strong, long-term relationships - really getting to know customers, their engineers and what matters most to them. I work closely with partners such as Microsoft, which means being involved in high-level technical discussions all the time. It’s a constant learning process, and the goal is always to stay ahead of the curve rather than playing catch-up - especially with AI accelerating change across the industry.
What do you enjoy most about working in data centers?
It’s never stagnant. It’s fast-paced, exciting and sometimes high stress - but there’s no chance of getting bored. I love technical sales, working with engineers and finding solutions together. Every project brings a new challenge.
USA market
