From Niche to Necessity: A Q&A with CoolIT Systems on the Future of Liquid Cooling

We’re lucky to work with a wide range of clients in an even wider range of industries. One of these is CoolIT Systems, a manufacturer of liquid cooling products based in Calgary, Alberta. They’re on the forefront of the shift towards increased use of AI technologies, which has increased the need and demand for cooling solutions, and work with several of the world’s largest tech companies. Our work with CoolIT is a great example of what paid media can do for an industry with a niche business-to-business focus. In our latest blog, our Account Manager Emilie had the chance to chat with CoolIT about their business and our work with them. Read on to learn more about them and our impact, including a 187% year over year growth in leads.

Q: Can you tell us a bit about CoolIT Systems and its role in the industry?

A: Absolutely! For over 20 years, CoolIT Systems (pronounced, cool-eye-tea) has been pushing the boundaries of server cooling innovation. We’ve developed cutting-edge solutions for some of the world’s largest tech companies—and all from our headquarters in Calgary. As computing continues to advance and AI data centres continue to pop up, the demand for more efficient cooling solutions has skyrocketed. Liquid cooling has shifted from being a niche alternative to an absolute necessity, and we’ve been a key player in making that happen.

Q: What makes liquid cooling so essential for data centres and the AI-driven world?

A: Great question! Traditionally, air cooling did the job of keeping semiconductors—basically, computer chips, like CPUs and GPUs—within safe temperatures. But there’s a thing called Moore’s Law, pushing the limits of chip density and power, and due to this, heat output has surged. Modern semiconductors have become so power-dense that air cooling just isn’t cutting it anymore. When you think about it, with a hot frying pan for example, it’s quicker to douse it in cold water than to let it air cool on the counter. Liquid cooling is similar and a much more efficient solution, allowing high-density computing environments to operate at peak performance without overheating.

Q: How does CoolIT’s liquid cooling technology work?

A: Our systems integrate copper coldplates directly onto chips, circulating coolant through tiny microchannels in the plates. This process efficiently transfers heat away from the processors, working similarly to a heat sink but using liquid instead of air. The result? Significantly improved heat dissipation—especially in densely stacked server racks where traditional air cooling struggles to keep up.

Q: How does CoolIT collaborate with major technology companies?

A: We work closely with the world’s biggest semiconductor, server, and cloud technology companies to design custom coldplates tailored to their specific server and chip thermal requirements. Many of these solutions are white-labeled and seamlessly integrated into existing server infrastructure. On the data centre side, we design, manufacture, install and service Coolant Distribution Units (CDUs) and fluid networks that cool and distribute the coolant to the servers. Our sales are split pretty evenly between CDUs and coldplates, and major clients rely on our end-to-end technology to keep their data centers running smoothly.

Q: What about liquid cooling for consumers?

A: CoolIT actually started as a consumer product cooling desktop computers, and then in 2014, we switched our focus from retail gaming PCs to the liquid cooling of supercomputers, and now AI data centres. Liquid cooling definitely plays a role in the consumer market—especially among extreme gamers who want to keep their high-performance rigs cool. We work with brands like NZXT that cater to this niche, so this legacy line of business is still very important for CoolIT Systems.

Q: What kind of impact has CoolIT had on the industry?

A: A couple quick factoids here:

• We’ve delivered cooling solutions for over 5 million CPUs and GPUs.
• We’re in the world’s fastest supercomputers, including the world’s first exascale system. 
• We’re the market leader in liquid cooling for AI servers and data centres with over 30% market share. 
• We’ve grown to over 400 employees worldwide.
• Our products are a core ingredient in some of the top servers and AI systems in the world.

Q: So, where does Vovia come in?

 A: In May 2024, we partnered with you [Vovia] to raise awareness and advance lead generation through digital advertising. The goal was to prove the value of digital marketing by driving incremental leads and broadening our reach across various product lines.

Q: What strategies did Vovia implement to support CoolIT?

A: Vovia took a multi-channel approach to maximize lead generation and brand awareness, launching a lead generation search campaign in key markets across the US, and ensuring that our solutions were reaching the right audience. They also developed a content-driven strategy on LinkedIn to educate potential customers about our technology. On top of that, Vovia ran campaigns targeting major tradeshows, helping us drive attendance and generate even more leads.

Q: What results did CoolIT see from working with Vovia?

A: In 2024, the impact was huge! Our lead performance had already seen a 64% year-over-year (YoY) increase thanks to our new product offerings, but with Vovia’s support, leads skyrocketed by another 187%, bringing our total YoY lead growth to 251%. Their event campaigns also helped boost event-related leads by 60%, and website engagement saw significant improvements—engaged sessions increased by 63% YoY, and new users visiting the site grew by 64%.

Q: What’s next for liquid cooling and CoolIT Systems in 2025?

A: With high performance computing and AI-systems pushing cooling systems to their limits, liquid cooling isn’t just the future—it’s the now. CoolIT is at the forefront of this shift, ensuring that next-gen technology remains efficient, reliable, and sustainable. In 2025, stay tuned for some exciting product launches, and we’ll be increasing our presence at key tradeshows worldwide. 

We’re also continuing our partnership with Vovia to promote our latest innovations—we’re starting the year by leaning more into strategic digital marketing to grow our online presence and increase the insight on our audiences and leads.

Q: Any final thoughts on the future of liquid cooling?

A: As computing power continues to grow at an unprecedented rate, CoolIT is committed to making liquid cooling the standard for high-performance computing and AI systems. We’re transforming what was once a niche solution into an essential technology, ensuring that data centers stay ahead of the curve.