Executive Profile: Jarrett Appleby on Power, AI, and Digital Infrastructure

TL;DR

Power as the Primary Bottleneck: Driven by AI and cloud expansion, digital infrastructure demand is at an all-time high, but grid capacity, interconnection timelines, and power availability now determine project timing and success.
Practitioner-Led Advisory & Truth-Telling: Founded by former operators from Digital Realty, CoreSite, and Equinix, ASG pairs hands-on development experience with deep grid and regulatory expertise to deliver honest early feasibility assessments.
Convergence of Power & Digital Infrastructure: Over the next decade, ASG foresees power and digital infrastructure merging into a single integrated asset class, where data centers are planned directly alongside energy generation and transmission assets

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Data Center POST had the opportunity to connect with Jarrett Appleby, CEO & Managing Partner at ASG. Jarrett has spent his career on every side of the table: from running operations at Digital Realty and CoreSite, building go-to-market at Equinix, and leading strategy at global network operators like FLAG Telecom and Reliance Globalcom. When he founded Appleby Strategy Group, Jarrett wanted to give developers and investors the practitioner’s view that he would have wanted as an operator. That became ASG, a team of senior executives who have been in the trenches of data center, power and fiber development.

What is ASG’s core mission?

ASG helps clients turn digital infrastructure projects from concept into assets that are financeable and ready to transact. Power, land, permitting and capital now decide which projects succeed, and many projects stall between strategy and delivery. We bring strategy and execution under one roof. We also tell clients the truth about which projects are feasible and worth doing.

How would you describe the current state of the global digital infrastructure market in terms of challenges and opportunities for your business?

Demand has never been stronger, driven by AI and cloud. The main limit is now power, not demand. Interconnection timelines, grid capacity, permitting and supply chain decide who can deliver and when. That’s a challenge for the industry. It’s also our biggest opportunity: clients who secure power and site readiness early set themselves apart.

Who do you see as your primary customer base today, and how has that evolved over the past few years?

We work with data centers, power companies, developers, neoclouds, operators, PE/VC investors and hyperscalers. A few years ago, most engagements centered on traditional colocation and enterprise. Today, more of our work involves large AI campuses, new neocloud platforms, and investors entering digital infrastructure who need operating expertise.

What are the top priorities or concerns you hear from your customers, and how is your company addressing them?

Speed to power: We provide power and interconnection advisory, including grid planning, queue strategy and cost allocation.
Site certainty: We support site selection, land control, permitting and transaction readiness.
Finding the right buyer or partner: We help identify buyers, set valuations and close deals.

Are there emerging customer segments or industries that you see as growth areas for your business?

AI and neocloud operators, energy and utility companies monetizing land and generation, and institutional capital entering the sector.

How are you aligning your company’s strategy to address sustainability and regulatory requirements in the coming years?

We build grid, energy-market and regulatory strategy into site development from day one. That includes interconnection cost allocation, on-site and hybrid generation, and working with utilities and regulators. Projects that are good grid citizens get approved and financed faster.

How is ASG fostering partnerships to create value for customers and enhance your competitive position?

We connect utilities, landowners, hyperscalers, operators and capital providers. Our team’s relationships across the ecosystem let us put the right counterparties together early, which lowers risk and shortens time to close.

What are ASG’s core products or services?

Strategic development and execution; site development strategy and leadership; go-to-market and partner facilitation; power and interconnection advisory.

What markets do you offer ASG’s solutions to?

We offer solutions to the global market. ASG is headquartered in Northern Virginia and advises on data center, power and fiber projects across North America and international markets.

What long-term goals or initiatives are you most excited about, and how do you envision the industry evolving over the next decade?

Over the next ten years, power and digital infrastructure will merge into a single asset class. Data centers will be planned alongside generation and transmission. We want ASG to be the go-to partner for that integrated development.

What upcoming industry events will you be attending?

Over the next six months, ASG will be attending DCD Connect VA, Neocloud Summit (an invite- only ASG Event), PTC Hawaii, and CERAWeek by S&P Global.

Is there anything else you would like our readers to know about your company and capabilities?

ASG was built by practitioners, for practitioners. Our leaders have run operations, raised capital, developed sites and negotiated with utilities, so we know what it takes to get projects built. That depth runs across disciplines: our team pairs data center operating experience with grid and regulatory expertise, including Allison Clements, a former FERC Commissioner. That combination matters more than ever now that power, not demand, sets the pace of development.

We also hold ourselves to a simple standard: we only take on work we believe is feasible and worth doing, and we tell clients the truth about it early, before time and capital are spent. Whether a client is a developer securing power and land, an investor underwriting a platform, or a hyperscaler or neocloud looking for capacity, we bring strategy and execution together to get projects to a financeable, transaction-ready outcome.

Strategic Partners. Industry Builders. Truth Tellers.