Craig on data centers, trust, and the power of asking why

Craig’s journey into data center cooling industry began in 2015, when he joined Munters to help grow what was then still an emerging part of the business. With a background in technical sales and air handling solutions, he had already seen the potential of data centers as a market where reliability, technical expertise and long-term thinking would matter.

His interest started even before he joined Munters. Craig could see how digitalization was reshaping everyday life and how essential data centers would become to keeping society connected.

“Everything we do goes through a data center,” Craig says. “Your phone, your laptop, your bank, your streaming services — everything is connected.”

For Craig, that importance is what makes the industry so exciting. Data centers are not only growing fast; they are  increasingly critical to society

“You have to understand how resilient they need to be,” he says. “That’s why you as a company and industry need great products, great systems, and, most importantly, the knowledge to apply them properly.”

Formula One for cooling and power

Craig compares the data center industry to Formula One: highly technical, fast-moving and built on constant improvement.

“It’s the pinnacle of cooling and power management,” he says. “You are pushing boundaries all the time, but you have to do it in a resilient way.”

That level of complexity is also why Craig believes Munters has a strong role to play. For him, success is not only about the product. It is about understanding the customer’s needs, supporting the full project, from start to finish, and acting as a trusted partner.

“We are not just a supplier,” he explains. “We are part of the solution, from concept to recycling.”

Building trust by asking why

One of Craig’s strongest beliefs is that Munters should  treat customers, consultants and contractors as  equal partners. Not above them. Not below them. But as part of the same solution.

He explains it with a memorable analogy:

“We want to be pigs. A dog will always look up to you, a cat will look down at you, but a pig will always look you right in the eye.”

For Craig, this means having honest conversations, challenging when needed and working together to find the best way forward. It is also how trust is built.

Another important lesson is the value of asking questions. Customers may explain what they want, but the real insight comes from understanding why they want it.

“You need to ask why,” he says. “Sometimes you have to ask it several times before you get to the real reason.”

Instead of simply responding to a request, Craig believes in becoming part of the conversation.

“When you understand the reason behind the request, you can help shape a better solution.”

For Craig, this is how a supplier becomes a strategic partner.

Leading through openness, confidence and learning

Craig’s leadership style is built on the same principles: trust, openness and the confidence to speak up.

He believes strong teams are built when people feel safe enough to ask questions, share concerns and learn from mistakes.

“Everyone makes mistakes,” he says. “What matters is that we recognize them, do something about them and learn from them.”

His advice to future leaders is simple:

“Trust yourself.”

For Craig, confidence is not about having all the answers. It is about believing in your experience, your judgement and your ability to work through challenges with others.

“If you believe in yourself, other people will believe in you.”

Supporting the future of data center technologies

Looking ahead, Craig sees major potential in data center technologies, especially as AI and high-performance computing continue to reshape the market.

He believes the coming years will be a period of learning, particularly as the industry moves toward a combination of air and liquid cooling to meet ever greater demands.

“There will be lessons,” he says. “Most things will go right,  some things will go wrong but, this is how we learn. We will adapt and improve.”

For Munters, he sees growth built around three key strengths: flexibility, adaptability and capability

“We need to be flexible. We need to be adaptable. And we need to have the capacity to grow.”

Craig also points to the Geoclima acquisition as an important step, expanding Munters ability to serve a much larger part of the market.

“It opened up a much bigger opportunity for us,” he says.

Outside of work, Craig enjoys spending time with his family and walking his golden retriever. Together, they walk around 40 kilometers a week. Those walks also create space to think.

“When you walk away from something, you can often see the narrative more clearly,” he says.

It is a reminder that progress is not always about being constantly busy. Sometimes, the best ideas come when there is enough space to pause, reflect and see the bigger picture.

Takeaway: Stronger solutions start with better questions

For Craig, growth starts with curiosity. Whether working with customers, partners or teams, the goal is not only to provide answers, but to ask the right questions.

That is how trust is built. It is how better solutions are created. And it is how Munters can continue to grow in one of the world’s most important and fast-moving markets.

“You are always selling yourself,” Craig says. “Ultimately, people need to trust you.”

His advice to future talents is clear: believe in yourself, stay curious and do not be afraid to ask why.

Because in a market built on resilience, performance and constant change, the strongest solutions often begin with a simple question.

About Craig

• Craig works with strategy in Munters business area Data Center Technologies.
• Outside of work, he enjoys spending time with his family and walking his golden retriever. He describes himself as someone who likes to create engagement, ask questions and help people see the bigger picture.
• And, of course, he will be watching Scotland win the World Cup this summer. 

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