The data center industry is undergoing a period of unprecedented growth and transformation, addressing evolving demands and navigating complex challenges. Recently, Mike Netzer, VP of Sales & Marketing at datacenterHawk, sat down with Santiago Suinaga, CEO of Infrastructure Masons (iMasons), for a conversation that explored key trends affecting the industry, from talent shortages to power constraints, as well as the unique role of local chapters in fostering innovation and collaboration.

Here's a closer look at the discussion and its implications for data center professionals.

The Role of Local Chapters in Driving Industry Collaboration

During the interview, Suinaga highlighted the growing impact of iMasons’ local chapters. These chapters, situated in hubs like Phoenix and Denver, connect key stakeholders in the digital infrastructure community. For example, Denver recently hosted its inaugural iMasons chapter meeting—a notable development given Denver's prominence as a growing hub for data center leadership.

According to Suinaga, Denver's appeal stems from a combination of legacy telecom infrastructure, such as companies like Level 3 Communications and CenturyLink, and its desirability as a place to live. With remote work becoming more widespread, cities like Denver are increasingly attracting top-tier talent. These local meetings enable executives, operators, and engineers to convene, share insights, and drive regional development.

The Four Core Challenges Facing Data Centers

Anchored in its mission to unite digital infrastructure builders, iMasons has identified four major obstacles shaping the industry today. Suinaga referred to them as the “Four Ps”:

1. Power: Power availability is one of the most significant constraints impacting the industry's growth. With vacancy rates in key markets at historic lows and renewable energy adoption increasingly critical, data center developers are now shifting toward nontraditional markets where power is more accessible.
2. People (Talent): The growing demand for data center expertise highlights an acute talent gap. Attracting and retaining skilled professionals remains a pressing challenge for expanding the workforce in this highly specialized sector.
3. Perception: The data center industry has often operated behind the scenes, maintaining a low profile. However, with growing public awareness and local pushback against developments—commonly known as “NIMBY” (Not in My Backyard)—it’s vital to improve public perception and highlight the essential role data centers play in every facet of modern digital life.
4. Planet: Sustainability is a top priority as the industry seeks to minimize its environmental footprint. From leveraging renewable power sources to designing efficient cooling systems, businesses are tackling the need for eco-friendly practices head-on.

Emerging Trends in Power Dynamics and Market Expansion

One standout point from Suinaga’s discussion was the evolving relationship between power availability and data center deployments. Historically, data centers were designed near traditional urban or industrial hubs, expanding power resources to meet their needs. However, this model is shifting.

Today, operators are increasingly locating facilities near existing power resources, sometimes in nontraditional markets like North Dakota. This strategic flexibility is reshaping how and where data centers are built, creating opportunities for lesser-known regions to play a pivotal role in the digital transformation ecosystem.

Suinaga's Perspective on Leadership and Industry Growth

With two decades of experience in the digital infrastructure space, Santiago Suinaga’s background offers valuable lessons for emerging leaders. From his early days working on voice-over-IP projects alongside his father to his tenure as CEO of KIO Networks, Suinaga’s career underscores the diverse opportunities within the industry.

He emphasized that the data center sector welcomes professionals from all walks of life, encouraging new talent to explore roles ranging from engineering and operations to business development. His own transition to leadership at iMasons highlights the importance of stepping outside operational silos to drive industry-wide collaboration and advocacy.

The Digital Infrastructure Report and Future Outlook

According to Suinaga, the state of the industry can be summarized by three critical factors:

• Skyrocketing Demand: Data center consumption is at an all-time high, driven by the rapid expansion of cloud computing, artificial intelligence, and digital services.
• Constrained Supply: Major markets face unprecedented supply limitations, driving up vacancies and costs.
• Market Diversification: Nontraditional markets are stepping in to meet demand, reshaping the global data center landscape.

To shed light on these trends, iMasons published its first industry-wide report in April 2024, capturing crucial data and insights. The report serves as a benchmark for identifying pain points and advocating for systemic change. An updated version incorporating AI developments is slated for release soon.

A Call to Action for Industry Stakeholders

Whether it’s through professional organizations like iMasons or independent initiatives, collaboration is the backbone of meaningful, long-term progress in the data center industry. By uniting to solve the most pressing challenges—power, talent, perception, and sustainability—business leaders can ensure a robust, resilient digital infrastructure to power tomorrow’s innovations.

For professionals seeking to expand their understanding or contribute to the industry’s evolution, actionable steps include:

• Engaging in local professional networks and conferences.
• Supporting career development initiatives to address talent shortages.
• Implementing sustainable practices to enhance environmental impact.

The data center industry is at a tipping point, where bold ideas and strong leadership are essential. Regardless of your role, there’s an opportunity to make a difference.

Dive deeper into this pivotal moment—explore recent industry reports and connect with peers to learn how your expertise can drive the future of digital infrastructure.