Brian McGowan understands that leadership is more than just a title. A true leader must be able to think outside the box and be willing to take risks, especially as markets shift and technologies evolve. With more than 25 years of leadership experience across the construction, transportation, environmental, engineering and infrastructure sectors, he has built a career focused on strategic growth, market expansion and organizational advancement.

Brian was recently promoted to a new role at Â鶹TVÍřŐľ as Director of Strategic Growth & Advanced Facilities. In this role, Brian is helping support Â鶹TVÍřվ’ enterprise-wide growth strategy by focusing on revenue acceleration, market expansion, strategic pursuits and the development of high-impact opportunities. We caught up with Brian to discuss how emerging technologies are helping reduce water dependency in the data center market and what trends he’s seeing across the industry.

In honor of , celebrated each year on March 22, Â鶹TVÍřŐľ recognizes the essential role water plays in our communities, industries and environment. As data center growth accelerates across the U.S., Brian answered a few questions regarding the topic of water availability becoming a critical factor in responsible development, as it relates to data centers and advanced facilities.

Q: Is water availability becoming a critical factor in responsible and sustainable data center development? Are our clients worried about water availability?

Yes, water availability is becoming a real constraint in many U.S. markets, especially as Artificial Intelligence or AI-driven hyperscale growth accelerates. Multiple independent analyses show U.S. data centers consume billions of gallons of water annually both directly for cooling and indirectly through power generation.

In water‑stressed regions, like Texas, Arizona, and parts of California, water availability now directly influences site selection, cooling strategies and permitting timelines. In water‑abundant regions, such as the Midwest and Great Lakes, it’s less about absolute supply and more about community perception and expectations.

Clients are typically addressing it in three ways: designing water out of the cooling equation (zero‑water or near‑zero‑water cooling); using reclaimed or non‑potable water where evaporative systems remain and engaging municipalities early to address cumulative impacts and avoid late‑stage permitting resistance.

PQ: What trends are you seeing in reducing water usage at new or existing data center sites?

A few consistent trends show up across both new builds and retrofits. There’s been a clear shift away from evaporative cooling. Traditional evaporative cooling can consume hundreds of thousands of gallons per day per hyperscale facility, so operators are increasingly avoiding these systems in favor of mechanical or liquid cooling solutions that drastically reduce or eliminate water use.

Secondly, Water Usage Effectiveness (WUE) is becoming a Key Performance Indicator (KPI), alongside Power Usage Effectiveness (PUE). For many owners, WUE is now tracked alongside PUE, and leading operators report measurable improvements in WUE over time, driven by design standardization and tighter operational controls. 

Additionally, we’ve seen a preference for “future-proofed” designs that can operate without potable water if requirements tighten. Even in regions with ample water today, developers are designing facilities that can operate without potable water if regulations or community expectations tighten over time.

Finally, we’re also seeing more retrofitting of existing facilities to reduce ongoing water draw, most often through hybrid retrofits like dry coolers plus limited liquid cooling, improved controls and leak detection, as well as seasonal switching between cooling modes to minimize water draw during peak demand.

Q: What technologies are being implemented to reduce water usage?

Several technologies are moving from pilot to mainstream deployment:

• Closed-loop liquid cooling (chip-level) — uses a sealed system that recirculates coolant without evaporation. Once filled during construction, it typically requires little to no ongoing water input. 
• Air-cooled and dry-cooler systems — can consume zero water, typically with higher energy tradeoffs. They are becoming increasingly viable when paired with advanced controls and when regional climate conditions are favorable.
• Immersion cooling — servers are submerged in engineered fluids, which can be extremely efficient for high‑density AI racks. It’s still an emerging technology, but it is gaining traction where water and space constraints are severe. 
• Smart water-management platforms — enable real‑time monitoring of WUE, leaks and cooling performance and support continuous optimization rather than static design assumptions.

Q: From a development and permitting standpoint, how is water stewardship becoming critical?

Water stewardship has become central to entitlement risk management. Municipalities and utilities increasingly require disclosure of projected water use and contingency plans. In some jurisdictions, approvals are being conditioned on measures such as use of reclaimed water, zero‑water cooling commitments and long‑term monitoring and reporting.

Community scrutiny has also intensified. High‑profile cases where data centers consumed a material share of local water supply have made transparency non‑negotiable in many markets. This has led to some hyperscalers to issue a community data center pledge reinforcing their commitment to protecting watersheds and water supply.

From a practical standpoint, projects that address water early move faster, while projects that treat water reactively face delays, opposition or redesign.

Q: Looking ahead, what’s one emerging technology that will define water-efficient data center development in the next five years — and what will be transformative over the next decade?

Over the next five years, I’d point to closed-loop, chip-level liquid cooling. This technology is the near‑term inflection point because it eliminates evaporative water use, scales effectively with AI rack densities and is already being standardized by hyperscalers. 

The biggest transformation won’t be a single device; it will be systems thinking: water‑free cooling paired with low‑water power generation, AI‑driven optimization of cooling, energy and water simultaneously, as well as facilities designed to be net‑neutral or net‑positive in local water impact through reuse and watershed investment.

Q: What’s the bottom line you want stakeholders to remember?

Water has moved from a supporting utility to a strategic constraint and a differentiator in data center development. Owners who can demonstrate credible, technically sound water stewardship are earning faster approvals, stronger community trust and more resilient assets.

As we recognize World Water Day, it’s clear that water stewardship is no longer optional — it’s foundational to sustainable, future‑ready data‑center development. Brian’s insights highlight not only the challenges ahead but also the promising innovations shaping a more resilient and resource‑efficient digital infrastructure.

The proposal would establish maximum contaminant levels for PFOA and PFOS, and a hazard index approach for four other PFAS compounds.

On March 14, 2023, the Environmental Protection Agency (EPA) proposed a federal action to address per- and polyfluoroalkyl substances (PFAS) in drinking water, the first in over a decade. If approved, these new National Primary Drinking Water Regulations (NPDWR) will add six contaminants to the list of over 90 existing chemical compounds that are federally regulated under the Safe Drinking Water Act (SDWA).

PFAS compounds were once widely used as water repellants, non-stick surface treatments, and firefighting foams. This EPA ruling would regulate perfluorooctanoic acid (PFOA) and perfluorooctane sulfonic acid (PFOS), which according to Science Reporter, Bella Isaacs-Thomas, are “two well-studied legacy chemicals that have largely been phased out of use in the United States but linger in the environment and are still used in manufacturing abroad.”

These regulations aim to cap PFOA and PFOS contamination at four parts per trillion (ppt), the lowest level at which they can be reliably measured. It’s worth noting that meeting this standard wasn’t possible in 2016, when the health advisory level was 70 ppt. However, as laboratory technology continues to evolve, water practitioners can detect, measure, and remove contaminants from drinking water better than ever.

The other four PFAS — perfluorononanoic acid (PFNA), perfluorohexane sulfonic acid (PFHxS), perfluorobutane sulfonic acid (PFBS), and hexafluoropropylene oxide dimer acid (GenX Chemicals) — would be regulated as a mixture, by testing for each one individually and assessing their risk in combination with one another.

Federal estimates place the number of public drinking water systems requiring treatment upgrades to meet new PFAS maximum contaminant levels (MCLs) between 3,300 and 6,600. That’s nearly 5-10% of the estimated 66,000 public drinking water systems that will need to treat their water to remove PFAS compounds to comply with new SDWA regulations for the six PFAS chemicals.

The EPA anticipates plans to be finalized by the end of 2023, but agencies will have additional time to adjust to these stringent changes. Officials will go through the usual proposal approval process, opening a public comment window after regulations are published to the Federal Register. Regulations won’t take full effect until year three.

As for public water systems in communities with limited resources, the EPA’s increasing involvement in PFAS regulation begs the question, how will they manage compliance costs?

Federal aid funding programs will help small and disadvantage communities redress contaminated drinking water. The Bipartisan Infrastructure Law allocates $9 billion towards underserved regions impacted by PFAS and other emerging contaminants. The EPA will direct that money toward water utilities and communities that are on the front lines and are resource-constrained the most.

And as the current administration advocates for EPA’s new budget this year, more resources will be required to combat this pervasive issue.

Local agencies can also access an approximate $12 billion in Drinking Water State Revolving Funds (DWSRF), dedicated to making drinking water safer, and billions more that the federal government has annually provided to fund DWSRF loans — all of which can help communities make important investments in solutions to remove PFAS from drinking water.

Treating the Cause, Not the Effect

The best available technologies to treat for PFAS are Granular Activated Carbon (GAC), Anion Exchange (AIX), Reverse Osmosis (RO), and Nano-filtration (NF). While all of these technologies have shown to be effective in achieving 99% removal and to specifically meet the four ppt proposed MCLs, they are removal technologies that result in contaminant transfer from one media to another rather than complete destruction.

This can be problematic as the EPA has also proposed regulating PFOA and PFOS as hazardous substances under CERCLA, which may ultimately affect the disposal costs associated with treatment residuals (i.e., spent carbon media, and concentrated waste streams). EPA estimates that disposing of spent treatment media would cost an additional 3-6%.

The EPA provided a cost-benefit evaluation, comparing the cost of treating the health effects associated with PFAS consumption in drinking water versus the treatment costs, and found that the costs were roughly the same, approximately $1 billion annually. Note that the treatment cost does not consider potential treatment residuals disposal cost increases associated with a change from non-hazardous to hazardous waste.

Although the cost of treating the PFAS in drinking water before it causes health effects is roughly comparable to the costs of treating the health effects themselves, EPA’s proposed regulation is effectively seeking to treat the cause rather than the effect to improve the overall health of the U.S. population served by public water systems.

Key Takeaways

1. The proposal sets numerical standards of four ppt for PFOA and PFOS, a hazard index of one for four GenX Chemicals, and non-enforceable Maximum Contaminant Level Goals (MCLGs) for all six PFAS.

*above table from

2. The new PFAS regulations will require additional testing at about 66,000 public water systems, and 5-10% of these systems are expected to require additional treatment to remove PFAS.

3. The Hazard Index considers the different toxicities of GenX Chemicals, PFBS, PFNA, and PFHxS. Water systems would use a hazard index calculation to determine if the combined levels of these PFAS in the drinking water at that system pose a potential risk.

*above table from

4. The MCLs were set at the levels that can “reliably be measured,” but the MCLG is zero, leaving potential for them to get even lower as analytical precision improves.

Authors:

Dawn E. Bockoras | National Director – Environmental Investigation & Remediation | ATLAS

Rik Lantz, P.G., LEED-AP | Senior Consultant, Federal Programs | ATLAS

As a leading environmental firm, Â鶹TVÍřŐľ is committed to supporting our clients’ needs with sustainable PFAS solutions that are consistent with evolving regulatory changes and how those changes may affect their risk-based decisions.

PFAS are a group of synthetic chemicals that contain linked chains of carbon and fluorine. Often referred to as “forever chemicals,” the bond between carbon and fluorine atoms is one of the strongest in nature – making PFAS chemicals difficult to remediate and remove.

PFAS chemicals have been used in various industrial and commercial applications and consumer products since the 1940s, including non-stick cookware, waterproofing materials, and firefighting foam. While their unique stability and resistance to degradation ensure durable, long lasting consumer products, their pervasive nature also leads to significant environmental challenges. Because the chemicals have been used in products for decades, most people have been exposed to them through the food we eat, or from contaminated drinking water and can cause potential adverse health effects.

The ability of PFAS to bio-accumulate in the environment, coupled with its high mobility, have led to persistent contamination concerns. The introduction of PFAS into wastewater and solid waste has led to further distribution of PFAS into rivers and streams, surface water, and sludge applied to land.

While most advanced laboratories can identify up to 70 PFAS chemicals, thousands of PFAS chemicals are known to exist.  The PFAS class of chemicals continues to expand as manufacturers and laboratories identify and create replacement PFAS chemicals.

The absence of a comprehensive federal policy regarding PFAS chemicals creates challenges for many environmental lifecycle stages, including property transactions, investigation, treatment, waste handling and disposal, and litigation.

Although the use of certain PFAS chemicals has been discontinued, legacy uses, unregulated imported products, and a lack of commercially viable alternatives to certain public safety products (e.g., firefighting foams) will continue to present ongoing environmental issues and human health concerns.

Scientific research into human and environmental health concerns is considered a critical first step toward regulating PFAS chemicals.  This research can take years to complete and continues to lag behind the manufacturing and industrial waste that comes from their use. As a result, regulation has either been delayed, as is the case at the federal level, or has been pursued with intentional conservatism, which is the case in some states.

The EPA recently announced plans for new wastewater regulations, including first limits for PFAS, and updated limits for nutrients – from key industries. The new , identifies opportunities to better protect public health and the environment through regulation of wastewater pollution.

For the last five years, our team of scientists and geologists at Â鶹TVÍřŐľ have specialized in providing site investigations and innovative treatment solutions for perfluoroalkyl and polyfluoroalkyl substances (PFAS). Our services include:

• Public Supply and Private Drinking Water Sampling
• Groundwater, Surface Water, Soil, & Sediment Sampling
• Stormwater Treatment Design
• Design of Poet Systems – Private and Public Supply
• Landfill Monitoring Services
• Forensic Analysis
• Standard Operating Procedures & Best Practices

For more information on how Â鶹TVÍřŐľ addresses PFAS challenges, read more >>