Alan Beresford unveils plans for 2300kW rack-level cooling without refrigeration at DCA 10×10

BURY ST EDMUNDS, UK – May 19, 2025 — Speaking at the DCA 10×10 event, Alan Beresford, founder of EcoCooling, revealed the company’s strategy to address the critical infrastructure challenges driven by the rapid growth of artificial intelligence (AI) workloads. With demand for high-density, rapid deployment data centre solutions on the rise, EcoCooling is expanding its focus to deliver mass-deployable, refrigeration-free cooling systems optimised for AI-ready environments.

“Compute densities are increasing by a factor of ten, and the market wants solutions now,” Beresford told attendees. “We’re responding with a product roadmap centred on modular, scalable air cooling, enabling fast rollout with minimal CapEx and operational overhead.”

Reframing PUE in the Age of AI

Beresford highlighted a major shift in how the industry views Power Usage Effectiveness (PUE). What once served purely as an energy metric is now increasingly seen as a determinant of commercial efficiency.

“A high PUE doesn’t just waste energy anymore, it limits your ability to monetise power,” Beresford said. “The lower your PUE, the simpler and cheaper the facility, and the higher your revenue per megawatt.”

EcoCooling’s designs aim to support low PUE scores without reliance on mechanical cooling systems, aligning with operators’ goals to optimise both sustainability and profitability.

Ambitious Roadmap: Cooling 2300kW per Rack with No Refrigeration

The company’s near-term objective is ambitious: delivering 2300kW per rack of cooling capacity using purely air- and liquid-assisted systems, without refrigeration.

Beresford acknowledged the technical challenges but emphasised the importance of pursuing the goal to meet hyperscale and colocation needs.

“We’re starting in colder climates and working outward,” he said. “It’s a step change, but we believe it’s achievable with smart engineering and a modular, production-based deployment model.”

Breaking the Legacy Build Model

As Beresford put it, the biggest challenge the data centre sector faces isn’t technology, it’s outdated thinking.

“Too many designs are rooted in legacy assumptions. To keep up with AI, we need to rethink everything from airflow to CapEx models,” he added.

EcoCooling is now actively working with data centre builders and integrators to integrate these next-generation systems into low-latency, AI-optimised builds across EMEA and North America.

About EcoCooling

EcoCooling is a UK-based innovator in evaporative and air-based cooling systems, offering cost-effective, energy-efficient alternatives to traditional CRAC and DX systems. With over 4,000 deployments worldwide, providing data centre cooling, industrial cooling, and cooling for agriculture, EcoCooling solutions support clients in reducing PUE, CapEx, and environmental impact.

For more information, visit www.ecocooling.co.uk or contact:

Media Contact
Emma Beresford
Marketing Director
marketing@ecocooling.co.uk
+44 (0)1284 810586