In Conversation: Paola Barraza, CEO of FEDESSA

In her first exclusive interview since being appointed CEO of FEDESSA, Paola Barraza sits down with United Storage to reflect on her remarkable journey from junior marketing assistant to leading Europe's self-storage federation, and shares her ambitious vision for strengthening the industry across the continent.

From Shurgard to Strategic Leadership 

Paola's path to the top of European self-storage wasn't mapped out from the start—it began somewhat accidentally on 1st April 2003, at Shurgard while she was still completing her degree. But what followed was a masterclass in seizing opportunities: from developing Belgium's first full market plan to managing multiple European territories, followed by a decisive move to FEDESSA that would shape the next decade of her career.

Now, as one of the few women leading a major industry federation in the storage sector, Paola brings both operational insight and association experience to a role she's been preparing for over nearly ten years. Her focus is clear: make FEDESSA the essential partner for every operator across Europe—whether they're running 50 stores or just getting started. From strengthening connections between mature and emerging markets to championing digital transformation and ESG initiatives, she's determined to ensure that operators of all sizes understand what FEDESSA can do for them. And with the 2026 conference headed to Germany, the momentum is already building.

The Interview

You began in marketing at Shurgard and later moved into Events and Membership Manager at FEDESSA. When you look back, which experiences had the biggest influence on your career journey?

My career in self-storage really started by coincidence. I joined Shurgard on April 1st (definitely not an April Fool’s joke!) in a junior role while I was still finishing my bachelor’s degree in marketing through evening classes. Not long after, I moved into a marketing assistant role, and Shurgard truly became my professional school.

The real turning point in my career at Shurgard came when I was asked to develop a full marketing plan for the Belgian market. That gave me confidence and visibility, and from there I grew into the role of Marketing Manager for Belgium and later took on responsibility for several European markets. Working in such a fast-growing, international environment shaped me both professionally and personally.

In 2013 I followed my husband with two small kids to Sweden. After 3 years we decided to move back to Belgium for personal reasons. This created some uncertainty because I didn’t have a job. And then suddenly, one month before the move I got a call from Michael Fogelberg, and after one call and an in-person meeting with Rennie Schafer (former CEO of SSA UK and FEDESSA) at the Radisson Blu Waterfront Hotel, I got back in the self-storage industry. Initially part-time, because we had to define the new role, it quickly started to change and more and more responsibilities were added. I'm now able to step into a strategic position given my industry and federation management experience. Today I am ready to step into a more strategic position became another key moment in my journey. Looking back, both my operational experience at Shurgard and my work with the associations at FEDESSA have had the biggest impact on my career.

Looking at the European self-storage industry today, how does it compare to when you were at Shurgard, and what changes stand out the most to you?

The growth of the industry has been truly remarkable. When I left Shurgard in 2013, for example the company only had 11 stores in Germany, their smallest market at the time. Today they have 45 self-storage facilities in Germany. Across Europe, the entire sector has matured at an extraordinary pace. At that time, we had no facilities in markets such as Poland and Portugal. Over the past 12 years, the industry has expanded significantly in both scale and professionalism.

What stands out most to me is the transformation in marketing and operations. In the early days, we relied heavily on creative offline campaigns.  I remember the days when the focus was more on offline marketing, and we had talks with our agency to create TV or radio sport, flyers, store-opening events, cycling promotions, and metro and bus advertising. Today, the industry is far more digital, automated, and data driven.

While brand awareness has improved considerably, there is still work to be done in many markets. The sector is more professional than ever, yet the opportunities for further growth and education remain substantial. It is also very interesting to see how operators continue to explore the use of artificial intelligence to improve their business. 

What inspired you to take on the role of CEO at FEDESSA?

After nearly ten years at FEDESSA, I felt ready for a new challenge and a higher level of responsibility. I have always strongly believed in the mission of the federation - bringing the industry together, raising standards, and connecting markets across Europe.  The federation has grown over the years, but we still have some work in front of us. 

The last two years I have had some talks with Rennie Schafer, about the future of the federation and my role in this. Step by step, I was given more responsibility and continuously encouraged to step outside my comfort zone. Taking on the CEO role felt like a natural next step: not only to continue what we have built, but to actively help shape the future of the European self-storage sector. And yes - perhaps the industry can also benefit from a little more female perspective.

What part of the role excites you the most?

What excites me most is strengthening the position and visibility of FEDESSA. Today still, a lot of small and mid-sized operators don’t really understand the role of FEDESSA, what we stand for and how we can support them. The associations play a role in it but it is time to step up and show who we are. 

The main goal is to better represent and serve the interests of the entire industry - our association members and their operator members - and to improve the connection between operators across Europe.

Self-storage is an international industry, yet every country is at a different stage of maturity. Creating stronger links between emerging and established markets, encouraging knowledge sharing, and seeing that cooperation translate into real growth is incredibly rewarding.

I also want to expand our network by helping to establish new national associations and by clearly communicating the value of FEDESSA membership. FEDESSA is not only for large operators - yet not everyone knows that today. I would like to change that. Ideally, FEDESSA should be the first point of contact for anyone in the industry with questions. We are here to support.

When you think about your role at FEDESSA, what indicators tell you that you’re making a meaningful impact beyond the usual performance metrics?

For me, real impact is mainly about how people feel in their collaboration with FEDESSA. When members feel heard, when they trust us and reach out spontaneously for advice or support, that’s when I know I’m making a difference as a leader. I care a lot about open communication, honesty, and being accessible. When people feel comfortable sharing what is really going on, I know we have created a safe foundation to move forward together.  We are a small team and I try to continue working like I did with Rennie, meaning rely on trust and give the person the opportunity to work independently.

From your perspective, which markets are gaining momentum and could become major players in European self-storage in the near future?

Today, we estimate that Europe has around 10,500 self-storage stores, covering about 17.7 million square metres of storage space. We clearly see big operators continuing to expand across Europe, with strong activity in markets like Portugal, Italy, France, and Spain.

Based on the 2025 FEDESSA European Self Storage Industry Report, the strongest growth and future potential is mainly in Southern and parts of Central Europe, rather than in the already mature UK and Nordic markets.

Markets such as the UK, Germany, Sweden, and Switzerland are now more focused on optimising yield and pricing, instead of strong transformational growth. This means their growth is more stable, but with less structural upside compared to the emerging markets.

You’re one of the few women leading a major industry federation in the storage sector. What has that experience been like for you so far?

It is both an honour and a responsibility. The self storage industry remains largely male-dominated, and there have been moments where I felt that certain situations might have been different if I had been a man. However, overall, I have been positively surprised by the level of support I have received from both the board and the wider industry.  If my position can inspire even a few young women to believe that there is room for them at the top of this sector, then that is something I am truly proud of.

How do you envision FEDESSA evolving over the next five years under your leadership?

Over the next five years, I see FEDESSA continuing to strengthen its role as the leading European platform for knowledge sharing, networking, and industry standards. Our focus will increasingly be on education, data, sustainability, and support for emerging markets.

Digital transformation, ESG topics, and cross-border collaboration will be central to our strategy. My goal is for every self-storage operator in Europe - large or small - to see FEDESSA as an essential partner in their long-term success.

How do events like the FEDESSA Conference help strengthen the European self-storage community?

The FEDESSA Conference is really the moment when our industry comes together. It’s not just about listening to great speakers - it’s about meeting people, building relationships, and connecting with each other. This is where partnerships start, deals are discussed, and new ideas are shared that help move the industry forward.

For many emerging markets, the conference is also their main entry point into the wider European self-storage community, which makes it an important drive

Is there anything exciting you can share with us about the 2026 FEDESSA Conference in Germany?

Germany is one of Europe’s most dynamic and strategically important self-storage markets, so hosting the 2026 conference there is extremely exciting. While I cannot yet reveal all the details, I can say that we are preparing a very strong programme with a clear focus on innovation, investment, and the future of our industry - combined with some uniquely German hospitality and outstanding networking opportunities.

And looking to the future?

Looking ahead, I am particularly excited by the pace at which the self-storage industry continues to evolve. The opportunities this creates - both for the sector as it matures and for me personally to contribute to shaping its next phase of growth across Europe - are very motivating.