Direct cooled fluid film bearing segments Direct cooled fluid film thrust bearing arrangement, for higher unit pressures and higher Peripheral velocities. Applications: Hydro-generators, Vertical motors, and vertical pumps. Fluid film bearings, used in power sector products, like hydro generators, vertical motors, vertical pumps, Boiler feed water pumps, condensate pumps etc., require the "bearing segments" to withstand "High unit pressures" and "high rotational speeds". They frequently fail, due to overloading and high temperature problems, leading to machinery breakdown. Through a novel method of effective heat transfer, directly from the heat generating surface, the temperature rise and operating temperature, of the bearing segments, are brought well under control, enabling the same pad segments, to withstand higher unit pressures, as well as higher peripheral velocities. The retrofitting exercise brings down the operating bearing pad temperatures, by a margin of 16 to 20 degrees Celsius.