AVK CEO: How Data Centres can Drive Sustainable Innovation

The data centre industry continues to move at pace, with operators finding new ways to innovate at scale. AVK is one such company, as it develops innovative solutions to inspire sustainable thinking across the industry.

Over the past years, AVK has steadily expanded its reach across Europe beyond the traditional Tier 1 FLAP-D hubs (Frankfurt, London, Amsterdam, Paris, and Dublin). It has now extended into Tier 2 locations and has rapidly emerged as a critical player in the data centre landscape. 

Data Centre Magazine speaks with AVK CEO Ben Pritchard about the direction the company is moving in 2025 and how its brand refresh is poised to better support the wider data centre sector.

Tell us about yourself and your role at AVK.

I am the CEO of AVK, the UK and Europe’s largest and fastest-growing provider of innovative power solutions for data centres and leading organisations across the UK and Europe.

After transitioning from a career in sports, I joined AVK, working in a variety of roles over 12 years, from generator maintenance and commissioning to project management, engineering, and sales. This hands-on experience has given me an in-depth understanding of the business and our people, which I believe is essential for effective leadership.

Stepping into the CEO role at AVK during such a transformative time in the data centre industry has been both challenging and rewarding. The data centre sector is undergoing rapid expansion, and AVK itself has evolved significantly in recent years. Balancing this growth with a focus on sustainable practices and long-term vision requires constant learning and adaptability.

Leading a fast-growing company in a booming industry demands adaptability and continuous learning. The data centre sector is expanding at an unprecedented rate, and AVK has transformed significantly over the past few years. 

As CEO, I’m constantly learning and adapting to ensure we stay at the forefront of this fast-moving industry.

Tell us about your sustainability goals at AVK.

Sustainability is central to AVK’s mission and I recognise the responsibilities we have as a business to contribute to a sustainable future for our society. 

As data centres consume increasing amounts of energy, there’s growing concern about their environmental impact. Some have even called them “the new oil.” At AVK, since the beginning we have been introducing sustainable practices across our solutions.

One of the first steps in this journey was to introduce hydrotreated vegetable oil (HVO) as a standby energy source. Simultaneously, we’re working to develop gas generation systems designed to run on future renewable fuels, such as biogas and hydrogen, and to return power to the grid whenever possible. 

Sustainability isn’t a one-time effort—it’s a continuous journey that we embrace as a core responsibility.

What does the future hold for the data centre sector?

I anticipate massive growth driven by increasing demand for data storage and processing power. This expansion will require a tremendous influx of skilled professionals and substantial investment, presenting significant opportunities for those who can adapt quickly.

The next decade will likely be characterised by technological advancements and a push for sustainability, especially in the UK and other major markets.

FLAP-D markets are becoming increasingly strategic for infrastructure investment, reflecting the shift towards localised and resilient data centre networks. By providing innovative, technology-agnostic solutions, we’re helping shape the infrastructure needed to meet the demands of the digital economy.

The next decade will also see a stronger emphasis on sustainability. Data centres must not only scale to meet demand but do so in an environmentally conscious way, balancing growth with global climate goals.

What are some of your main takeaways from 2024 within the sector?

One key takeaway from this year has been the importance of stepping back to reflect on achievements rather than constantly focusing on the next milestone. The pace of this industry can often keep you in problem-solving mode, but taking the time to celebrate progress is vital for maintaining perspective.

For example, being recognised by the FEBE Club and featuring in the prestigious FEBE Growth 100 list was a proud moment. It highlighted our exceptional growth, innovation, and dedication to excellence. While these achievements form a strong foundation, I see them as just the beginning of what AVK can accomplish in the coming years.

How does your recent brand refresh align with AVK’s vision of the future?

The recent refresh of our branding represents AVK's commitment to embracing innovation and a long heritage of excellence in power solutions.

Looking forward, it underlines how adaptable we are and the contribution we make to the ever-changing landscape of critical power systems.

The updated brand signals to our clients and partners that AVK is not only prepared to meet future challenges but is actively driving progress within the industry. It’s a reflection of our heritage of excellence and our forward-thinking approach to empowering the digital economy.

What are some of your goals at AVK for 2025?

We have multiple priorities over the next 12 to 18 months, each vital to AVK’s growth and contribution to the data centre industry. Talent development is one of them. Our newly launched AVK Academy is equipping the next generation of engineers with state-of-the-art training facilities, including Rolls-Royce MTU engines and control system rigs, ensuring we cultivate the skills needed to address the industry’s challenges.

AVK as a whole will continue to grow, with the expectation to have delivered our first major 100MW microgrid as well as more than 500 engines delivered in standby with more than 100 on order — a significant jump from past figures

Lastly, raising public awareness of the data centre sector. Data centres are critical to modern life, yet their role is often misunderstood or overlooked. Educating broader audiences about their importance is essential to fostering support for the industry’s continued growth and innovation.

An exclusive report with AVK’s Ben Pritchard was featured in the December 2024 issue of Data Centre Magazine. To read it, click HERE.

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