In Conversation: Simon Forrester, Chief Executive of The Self Storage Association

In his first exclusive interview since stepping into the role of CEO at the SSA UK, Simon Forrester sits down with Simone Smith, Marketing Manager at USS, to share his fresh perspective, early impressions of the industry, and what’s next for the SSA UK.

A New Vision, Broad Horizons

In their chat, Simon sets out his stall as being a far from passive custodian. He immediately outlines his vision focused on growth, education, and strategic innovation. He reveals how a chance conversation led him to a role where he aims to "grow the self storage pie," drawing inspiration from markets where public awareness is far higher.

From integrating AI into industry data to tackling surprisingly niche market opportunities (like managing the unclaimed remains held at crematoria, "cremains") and shifting the annual conference into a 24/7 resource, Simon’s fresh perspective promises to leverage technology and new partnerships to drive significant, modern change across the industry.

The Interview

Firstly, Simon, congratulations on your new role at the SSA UK! You’ve had a diverse and successful career, what was it about this role that inspired you to take it on?

Thank you, I’m very pleased to be here! I’ve known my predecessor Rennie Schafer for many years, sitting on various non-exec boards alongside him. He let me know his intention to leave, and suggested I apply – I genuinely wasn’t looking for a new challenge, but the more I looked into it, the more I felt I could make a positive difference at SSA UK. This sector is growing - and there’s the potential to do a lot more.

You attended your first Self Storage conference in Dublin last month, how did you find it? Was it what you expected?

It was a brilliant introduction to the sector, and what seems like almost all the people in the industry! It’s great to have your views of a sector confirmed – it’s a very friendly and open industry, with everyone willing to share their experiences. I have to say I was really impressed by how the team pulled the event together, and delivered the vision for delegates. The backdrop of Dublin was the icing on the 21st birthday cake!

On your LinkedIn, you mentioned wanting to help make next year’s conference even better. What ideas or improvements do you have in mind so far? (If you can share!)

I’m looking forward to supporting the FEDESSA team to make the conference in Wiesbaden/Frankfurt a smash hit. Paola (Barraza, FEDESSA CEO) and the team have been analysing the initial feedback, and have a big planning meeting scheduled. But before then I’ve got a UK event to organise – we’re finalising the theme for Telford (29-30 April 2026) ready to announce it to our supplier members in November, and explaining how they can get involved. My vision, which I spoke about at my interview, is to move the conference to be “24/7”, i.e. to move from a static point in time to give people access to useful content throughout the year, building on the themes, speakers and topics from the conference. That’s the plan, and we’re currently looking at how we accomplish that.

Are there any fresh ideas from your previous roles that you’re keen to introduce to the self storage industry?

I think the main thing I’d like to do is grow the self storage ‘pie’. In the US the market is much larger because more of the public understand the value of self storage. I’m currently looking at how we can support our members to expand the demand for their services. We did this in the pest control association, focusing on commercial contracts which delivered real benefits for our members.

The self storage industry is evolving rapidly. What excites you most about its future?

Referring back to the previous question, it’s the opportunity to increase awareness among the public of the value of self storage both to them as individuals, but also to society – it’s an incubator for the businesses (and employers) of tomorrow. Planning departments should know about this!

What’s a hidden opportunity in the sector that many operators overlook?

There are potential markets everywhere. One I’m currently investigating is funeral directors, which came about following a chat with their trade association over what to do with cremated remains (cremains) that have been left in self storage. They told me that in the UK there are at least 350,000 unclaimed cremains in storage, and funeral directors are running out of space. There’s a potential opportunity there for link-ups between operators and local funeral directors to not only store cremains, but also be there for bereaved families looking to temporarily store the goods of their recently departed loved ones.

What’s one change you’d like to see in how self storage markets itself to younger generations - Millennials and Gen Z?

I have two – firstly to do more to show that there are some great career opportunities in our industry, whether rising through the ranks as an operator, or in the huge range of companies that provide support as suppliers. Secondly, to show that self storage is a strong alternative to consider instead of renting expensive living space for ‘stuff’ that you only need to use now and again. I’m keen to hear what our Young Storage Network has to say on this topic – as a “pale, stale male” I am very conscious I should be listening, not setting the agenda.

What excites you most, personally, about leading the SSA UK?

The opportunities to support the development of the industry, knowing that the culture of the membership is one that embraces change and opportunity. Some sectors I have worked in, it’s been an uphill struggle, but I get a sense that self storage is willing to listen and get involved.

How can members best use SSA UK’s data and insights from industry reports to make strategic decisions?

Our industry data with Cushman & Wakefield is an excellent resource, supported by other benefits like Property Week digital subscriptions. However, I think there is more we can do using AI to present the data in a form whereby members can interrogate it to answer their specific questions and help them to make more informed business decisions. I’m discussing with our partners how we can achieve this.

Women in self storage is on the rise, as highlighted by the recent creation of the Women in Self Storage group, which hosts regular meet-ups at industry events to support networking and professional development. How can the wider industry - both women and men - support the continued growth of opportunities for women in self storage? Are there any specific agendas or initiatives that SSA UK is championing to back this?

It’s great to see these regular meet-ups taking place at industry events to foster networking, mentorship, and visibility, helping women connect and thrive in what has traditionally been a male-dominated space. I am keen to support under-represented groups to achieve leadership roles, and I hope we can mentor the next generation of our sector to redress this imbalance. We’re also trying to improve the balance across our events and webinar speaker programmes – so do let me know if you or a colleague would like to speak!

Personally it’s still early days, but I am committed to fostering environments where all voices are heard, and ensure our industry is one where everyone can grow and develop. We will be looking at this further in SSA UK board meetings as a key part of our strategic review.

Get to know Simon – Bonus Questions!

What’s your “unpopular opinion” you’ll never back down from?

Taking pictures for your Instagram doesn’t give you the right to stop people enjoying a space.

If we raided your Spotify or music playlist, what would be the most-played song or artist?

Sadly my spotify algorithm has been trashed by my daughter’s musical choices on our shared home system, so it bears little resemblance to my tastes. My current listens are Sleaford Mods, Khruangbin and an 80s hip hop playlist featuring Young MC and The Sugarhill Gang on heavy rotation.

What’s your most-used emoji in work chats?

I’m old school, I’m afraid – I cringe at using emojis, despite my teenage kids communicating almost exclusively through them.

If you had to give a TED Talk tomorrow on something, what would your topic be?

Work-wise it’s probably the value of being part of an association to anyone in any industry. I am a passionate believer in the value of organisations like SSA UK to support businesses, their employees, and wider society.

We’d like to thank Simon for taking the time to share his thoughts and early plans with us. We look forward to following his progress and the continued development of the association and its members in the months ahead.

About the Self Storage Association UK (SSA UK)

The Self Storage Association UK (SSA UK) is the principal trade association representing the self storage industry across the United Kingdom. Established to promote professional standards, support members, and advance understanding of the sector, SSA UK serves as a central point of reference for operators, suppliers, and stakeholders.

The association provides members with access to independent market data, benchmarking reports, training, and guidance on compliance and operations. It also delivers key industry events, including the UK Self Storage Conference and Winter Workshop, which encourage discussion, professional development, and shared learning.

The SSA UK works to highlight the important role self storage plays for individuals, small businesses, and communities nationwide. Through supporting initiatives such as Women in Self Storage and the Young Storage Network, the association supports diversity, professional growth, and future leadership across the sector.

To learn more about SSA UK membership, research, and upcoming events, visit www.ssauk.com.