Scaling Self Storage

Fred de Ryckman de Betz has built two London self storage businesses: Attic Self Storage, which he opened in 2008, and HOLD Self Storage, which he launched in 2023. He joins Gavin Shields to talk about brand, people, site selection and pricing, including why he never races to the bottom on price when a competitor opens, and what he changed the second time round.

He's candid about the rate increase schedule HOLD runs on existing customers, why discounts need a clear purpose, and why clustering stores in one city beats spreading across five. HOLD's first store in King's Cross was 45% occupied when Fred's team took it on in 2024. They got it to 85%, with 13 competitors within two miles.

Also: lease-up strategy, what he learned chairing SSA UK, and why he thinks AI will make good staff more valuable.

Scaling Self Storage is hosted by Gavin Shields, co-founder of Stora, the self storage software built for growth. stora.co

Adrian Lee helped start Big Yellow in 1998 and grew it past 100 stores. He joins Gavin Shields to talk about scaling, capital, hiring, and revenue management, including why he thinks a full store is a pricing problem, and what he'd do differently if he started again today.

He's blunt about where smaller operators leave money on the table, and about how much of the UK market is still untouched. At the point he retired, 70% of Big Yellow's move-ins had never used self storage before.

Also: metro storage, drive-up, and where he'd start if he began again today.

Scaling Self Storage is hosted by Gavin Shields, co-founder of Stora, the self storage software built for growth. stora.co

Self Storage Explained is now Scaling Self Storage.

Gavin Shields, co-founder and CEO of Stora, explains the change. The show started when most of the operators we worked with were opening their first site. That hasn't changed, but we now also work with operators running 10, 20 and more sites, and the show covers both. Whether you run one site or a hundred, there's always room to grow.

First up: Adrian Lee, who helped build Big Yellow from one store in Richmond in 1999 to over 100. Out Thursday 17 September.

What actually makes a container storage business profitable—and why do so many sites struggle to scale?In this episode, we’re joined by Maartens from Universal Storage Containers to break down what separates high-performing container storage operators from the rest. We dig into the real numbers, operational habits, and scaling decisions that matter most if you want long-term profitability.Whether you’re running a single site or planning your next phase of growth, this conversation is packed with practical insights you can apply immediately.In this episode, we cover:- The biggest misconception people have about container storage- What separates profitable vs unprofitable container storage sites- The key metrics operators should track to truly understand profitability- How much operational efficiency impacts margins- When a container storage business is actually ready to scale- Does scaling mean more containers or more sites?- What scalable operators do differently from day one- What usually breaks first when businesses scale too fast- How profitable container storage businesses will operate over the next 3–5 yearsSpecial offer: Universal Storage Containers customers get 50% off their first 3 months of Stora.If you’re serious about building a profitable, scalable container storage business, this one’s for you.👉 Subscribe for more deep-dive conversations on storage operations, growth, and profitability👉 Learn more about Stora: https://stora.co

Uncover the power of self storage tech with Stora’s Gavin Shields and Nokē’s Shalin Sankar.In this episode, we break down how automation, contactless access, and smart tech are transforming the way operators run facilities, and how customers expect to use them.Key highlights:- How Nokē’s contactless entry is changing storage access- What automation really means for self storage operators- Tips for modernising and remotely managing your site- Emerging tech trends shaping the industryIf you’re a self storage operator or tech enthusiast, this episode is packed with insights to help you stay ahead in the evolving storage landscape.Subscribe for more self storage insights!For more information about Nokē® Smart Entry, the electronic smart lock & access control system, visit: http://www.januseurope.com/nokeFor more information about Stora's self storage software that helps you grow your revenue and business effortlessly, visit: https://stora.co/

In this special episode, Gavin and David reveal the brand-new Stora API — a major release designed to give self storage operators more flexibility, automation, and integration possibilities than ever before.Whether you run a single facility or a multi-site operation, the new API opens the door to:- Custom integrations with your existing software stack- Deep automation of everyday workflows- Building bespoke customer experiences- Real-time data access across bookings, payments, units, customers & more- Connecting Stora with CRMs, accounting tools, marketing platforms and facility hardwareLearn more: https://stora.co/api

Your payment processing fees are only one part of what makes up your overall payment processing costs. Learn how Stora and Stripe have combined to deliver the lowest fees in the industry while increasing collections, minimising churn and slashing payment admin.In this episode, Stora’s CEO Gavin Shields sits down with Jamie Heaslip (former Ireland & Lions rugby legend, now Growth Lead at Stripe) to reveal how self storage operators can reduce payment processing costs, while delivering a seamless, automated experience for customers.Key takeaways:- The visible and hidden costs of payments in self storage- Why Stora + Stripe is the most powerful partnership in the industry- How Stora offers the best Stripe fees available- The future of payments and automation in self storage- Why it’s not just about processing fees, but the total cost of paymentsWith Stora’s guaranteed lowest payment processing fees, you’ll pay less than with any competitor, all while benefiting from Stripe’s industry-leading reliability and automation.Learn more: https://stora.co/features/payments

In this episode of Self Storage Explained, we sit down with Ant Hebblethwaite from DSOC, the leaders in self storage security solutions, to break down everything you need to know about protecting your facility, your customers, and your reputation.From cutting-edge CCTV systems and access control to AI-powered monitoring and theft prevention, Ant shares insider tips, real-world examples, and expert advice to help storage operators take their site security to the next level.Learn more here: https://www.dsoc.uk/Request a free Stora demo and learn how our tool can simplify self storage facility management: https://stora.co/get-started

In this episode of Self Storage Explained, Gavin and David dive deep into the concept of unbundling the self storage sale: breaking the traditional “one-size-fits-all” model into flexible, value-driven options for customers.Key highlights:- Why the self storage industry has stayed “bundled” for so long- How airlines and hotels inspired the shift toward unbundling- The three key reasons it hasn’t yet taken off in self storage (and how technology can change that)- How to offer the right upsells at the right time without frustrating customers- Why automation, APIs, and online checkouts are critical to unlocking 20%+ revenue growthLearn how to balance simplicity, transparency, and choice with Advanced Checkout: https://stora.co/blog/introducing-advanced-checkout-the-next-evolution-of-online-self-storage-sales

In this episode of Self Storage Explained, we sit down with Mark Dawson to explore how technology is transforming the self storage industry. From cloud-based management tools and automated workflows to dynamic pricing and revenue optimisation, we unpack what it really takes to build a smarter, more efficient storage business.Mark Dawson shares insights from speaking with over a thousand operators, offering practical advice for choosing the right software, improving online booking conversion, reducing processing fees, and scaling seamlessly across multiple sites.If you’re an operator looking to grow your business, save time, and future-proof your operations, this episode is packed with actionable takeaways.Learn more: https://stora.co/