Jake Roberts, CCO, Excool: Raised Temperatures, Reduced PUE & the Efficiency Gains Hiding in Plain Sight
episodePreviously titled “Raised Temperatures, Reduced PUE & the Efficiency Gains Hiding in Plain Sight” — renamed by the publisher on Aug 12, 2026
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Hello, and welcome to another installment of the Cooling Data Center podcast, where we delve into topical issues of the past, present, and soon to come future. My guest today is Jake Roberts of X-Cool, and he's currently navigating the age old relocation headaches and moving from London, England to Atlanta, Georgia. We spoke about colonialism, missing passports, and all of the important food groups you might leave behind. But more importantly, we discussed the differences in the cooling markets. and the necessity for customers to have an ability and awareness of how to communicate problems and inefficiencies to companies just like Exco. I thought it was very impressive that a traditional and respected manufacturer, who've also received the Queen's Award for International Trade in 2022, no less, would invest so heavily in accessing international markets like Asia and the US.
But maybe they're just following Harry and Meghan's lead. I know you're going to enjoy this conversation, so let's get to it.
to the embassy, got my visa, and then they sent the passport to my old address. And only today, this morning, did I manage to extract it from a post office. um delivery hub uh so finally i have my my passport and visa but the the last few weeks have been so unbelievable unbelievably stressful thinking about oh my good goodness how we're gonna have to go through this whole process again now and Yeah, so finally sorted, but no big US move despite all of the excitement at the end of last year.
I did tell you that it is the most stressful thing that you will ever go through. I cannot put it into words just how much stress is associated. I think in some ways you've had a soft landing with the passport thing. It's put off quite a lot of stress. But you were over there in October. I saw you were over there for the grand opening.
Yeah, we were there in October. We were there for our kind of big showroom opening of the space in Atlanta, which was fantastic. We've started doing so much work in the US over the last sort of five, six years and more further afield as well. But the US has been our real target market, as I'm sure it has been for many. And it was just so great to kind of have all of our local customers come to town and you know, get to show off a full suite of equipment and kind of, it felt like a real, a really nice moment for our owner and for all of our partners to be there together and see this kind of culmination of a few years hard work. But yeah, been out there plenty. A few more trips towards the end of the year and then heading out next weekend for PTC in Honolulu, Hawaii, which, you know, we've all got our crosses to bear, Robert, and I'm
I'm happy to bear that one myself.
Yeah, you know, I saw the post on LinkedIn and I was thinking, there's Jake, good old egg, good sort. Someone who's more than willing to put his shoulder to the grindstone. And tell me this though, because it was something we touched on the last time we were talking. Have you come to grips with the different terminology, the use of language, both in the US and the UK? Have you managed to get over that hump?
you saying sidewalk or pavement yeah i i think uh there's a couple of interesting you say i think there's a couple of ways of talking about it um whenever i'm out there with colleagues they you know and i'm not i'm like this not just with people in the us but i think even more embarrassing people in europe um what i'll end up doing is trying to imitate people's accents that i speak to you know completely subconsciously and we've been out for dinner ever in the US before and and my colleagues were like are you are you taking the mic you know what what did you mean to sound like that and I'm like I don't know what you're talking about but then on the other side of it I I feel like When I'm out there and I'm on my own and I'm speaking to American people, I almost want to compensate and double down on my Britishness.
I'm like, no, I'm not. You know, I don't want to use your language.
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Chapters
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