Zekelman Launched Campaign for Data Center Steel

The manufacturer promoted alternative structural steel forms as a solution to supply chain constraints.

Updated on Oct. 8, 2026 in Data Centers

Bold flat-color editorial illustration showing jumbo hollow steel sections arranged against a cream background, representing industrial construction components. — Zekelman has launched a national advertising campaign to promote jumbo hollow structural steel as a supply-chain-friendly alternative for data center construction projects. AI Illustration. Upload story photo >

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Zekelman has initiated a national advertising campaign across broadcast and trade platforms to promote its jumbo hollow structural sections. The campaign highlights these steel forms as a viable alternative for data center projects.

Why it matters

The move addresses significant supply chain pressures as demand for data center infrastructure has surged over the past two years. Manufacturers are increasingly looking to alternative materials to maintain construction timelines.

Zekelman utilizes jumbo hollow structural sections and electrical conduit as core products. The company uses offsite prefabrication processes to improve quality control and reduce the need for onsite labor.

The players

Zekelman

Zekelman is a steel manufacturer specializing in hollow structural sections and electrical conduit for industrial and mission-critical applications.

Jim Marsh

Jim Marsh serves as the executive director for digital and mission critical infrastructure at Zekelman, having previously worked at Munters and Capitol Power Group.

The details

By utilizing offsite prefabrication, Zekelman aims to help developers bypass traditional supply delays that have hampered major construction efforts. The materials are intended to serve as direct replacements for standard steel forms currently in short supply.

Jim Marsh joined the company in April 2026.
The advertising campaign was active as of October 2026.

The Tech Race

This effort reflects a broader industry transition toward modular and prefabricated construction techniques in the face of record-breaking infrastructure demand. It marks a shift away from traditional, labor-intensive steel sourcing toward optimized supply chains that can sustain current expansion.

Developers and contractors may see reduced construction timelines if these prefabricated components are adopted more widely. This shift could help stabilize the delivery schedules for large-scale digital projects currently facing material shortages.

The takeaway

The move toward prefabrication demonstrates how manufacturers are adapting to rapid shifts in industrial demand. Industry professionals can mitigate supply risks by exploring these alternative structural materials.