Self Storage Lab

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology driven landscape and what it means for the future of the industry.

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This episode’s guest is Jessie Lamb, VP of Self Storage at and one of the sharpest minds working at the intersection of people, operations, and technology. Jessie’s path into the industry is anything but traditional. From early HR work and sticky-floor movie theater gigs to seven years leading tech and operations at Strat Property Management, Jessie has built a career around solving real problems for real teams.

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Today, she brings that experience to the vendor side, helping nodaFi shape software that actually works in the physical world operators live in every day.

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In this episode, we explore:

• Jessie’s winding and accidental path into self storage
• Why tech adoption fails and how operators can get it right
• The role of intuition, data, and joy in decision making
• Change management, culture design, and helping teams navigate the “messy middle”
• What moving from operator to vendor has taught her about speed, innovation, and collaboration
• The future of physical operations technology and what nodaFi is building next

If you’ve ever tried to implement new tools, lead through change, or build systems your team will actually use, this conversation is going to hit home.

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(00:00:22) Why we need more tugboats and fewer cruise ships in tech adoption
(00:00:52) Jessie’s transition from HR to operations and where her people-first approach began
(00:03:18) Moving from rural Texas to San Francisco and finding energy in the tech world
(00:05:00) Why tech should augment people rather than replace them
(00:06:30) How consumer behavior created new expectations around access, hours, and responsiveness
(00:07:00) Jessie’s Craigslist origin story and the unlikely path into storage
(00:12:00) Seeing problems early and learning to speak up with clarity and confidence
(00:14:49) Growing up in many environments and how that shaped her balanced decision making
(00:17:13) Why intuition only works when you understand the inputs behind it
(00:20:00) How she thinks about KPIs, joy, and defining what “good work” feels like
(00:23:20) Change management, transparency, and the importance of naming the hard thing directly
(00:28:00) Taking the leap from Strat to consulting to nodaFi
(00:32:09) What surprised her most about joining the tech vendor side
(00:34:18) The pace of innovation and why fast feedback loops matter
(00:37:04) Working with customers who love to “break things” and why they drive the best product decisions
(00:39:56) Operators as cruise ships, vendors as speedboats, and the need to move together
(00:43:45) The importance of slow moments, celebration, and reducing change fatigue
(00:48:22) What nodaFi is building and why physical operations software is the next frontier
(00:51:16) How real operators walk properties and why that matters for great design
(00:52:00) Rapid fire: butcher paper walls, black coffee, and motorcycle adventures
(00:58:47) Where to find Jessie online and connect at industry events

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Frameworks & Philosophies
• Joy as a productivity multiplier
• Transparent change management
• Blending intuition with observable signals
• The physics of entropy and why systems drift without intentionality
• Kinesthetic problem solving

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Tools & Workflows
• Butcher-paper ideation
• QR-based asset tracking
• Property walkthrough workflows
• Vendor-operator co-design processes

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Favorite Nuggets
• “Show people the variables so they understand the decision.”
• Why the best ideas often come from the most critical users
• Adventure as a career compass
• Storage culture, tugboats, and the power of celebration

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LinkedIn: Connect with Jessie Lamb

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nodaFi: https://www.nodafi.com/

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape—and what it means for the future of the industry.

This episode’s guest is Tommy Nguyen, co-founder and COO of StoragePug—a company that started with one family-owned facility and evolved into one of the most beloved tech brands in self storage. From his early days as a pre-med student to becoming a bootstrapped founder serving over 2,000 facilities nationwide, Tommy’s story is one of grit, humility, and relentless optimism.

In this episode, we explore:

• The journey from agency life to SaaS and how StoragePug found its niche.
• Lessons from bootstrapping—why taking the long road built a stronger culture.
• Balancing product discipline with customer-driven innovation.
• Competing (and thriving) in a crowded proptech ecosystem.
• How fatherhood reshaped Tommy’s leadership, time, and definition of success.

If you’ve ever wondered how to scale a business without losing your soul—or how to stay customer-obsessed while saying “no” to the wrong ideas—this conversation is a masterclass in building with heart.

(00:02:11) From Vietnam to Knoxville—Tommy’s immigrant story and the inflection points that shaped his path.
(00:09:01) Helping small operators compete head-to-head with REITs.
(00:13:16) Are we a product company or a service company? Defining the StoragePug identity.
(00:20:38) Bootstrapping in a world of venture-backed startups—and why it worked.
(00:28:34) What Tommy believed as a first-time founder (and doesn’t anymore).
(00:36:23) The three-part framework for deciding which features to build.
(00:41:06) When to kill a product—and why sunk costs don’t matter.
(00:47:21) Staying focused in a crowded landscape of new tech.
(00:54:56) Why small operators can’t afford to look “small” online anymore.
(00:57:47) AI as augmentation, not replacement—and what’s next for StoragePug.
(01:07:24) How becoming a dad changed Tommy’s priorities and leadership style.

Frameworks & Philosophies

• Bootstrapping over venture funding
• Value–difficulty–longevity product framework
• Founder restraint and long-term thinking
• Customer empathy as a superpower

Tools & Rituals

• Productboard for prioritization
• Slack as a company nerve center
• Gmail star system for sanity
• Time blocking and “out the door by 5:10” rule

Favorite Nuggets

• “Not every team member will row as hard—and that’s okay.”
• “If everyone in the industry copies each other, the typo repeats.”
• “Our software is used by our clients’ customers, not our clients.”
• “Turns out StoragePug didn’t need my 100% obsession to thrive.”

🔗 More from Tommy & StoragePug:
storagepug.com

Follow Tommy on LinkedIn

Summary

In this conversation, Faraz Hemani shares his journey from a successful career in big tech to becoming a self-storage entrepreneur. He discusses the challenges and motivations behind his leap into entrepreneurship, the importance of understanding risk, and how his upbringing shaped his views on money and investment. Faraz elaborates on his early ventures in real estate, the transition to self-storage, and the operational control that comes with it. He emphasizes the significance of data-driven decision-making, remote management strategies, and ensuring quality in operations. The discussion also touches on pacing growth, building a customer-centric culture, and the importance of personal well-being and inspiration in entrepreneurship.

Chapters

(00:00) The Leap from Tech to Self Storage

(02:53) Understanding Upbringing and Risk

(05:49) Early Ventures in Real Estate

(08:55) Transitioning to Self Storage

(11:57) Operational Control in Self Storage

(15:00) Navigating a Competitive Market

(17:38) Data-Driven Decision Making

(20:56) Remote Management Strategies

(23:31) Ensuring Quality Control

(26:30) Pacing Growth and Optimization

(30:33) Identifying Cracks in Growth Strategies

(32:45) Tech and Systems for New Operators

(35:37) Operational Focus and Team Dynamics

(37:40) Customer Experience and Team Training

(45:05) Balancing Work and Personal Life

(48:22) Sources of Inspiration and Learning

(51:06) Rapid Fire Questions and Insights

Sound bites

"I don't need Google anymore.""Data is going to be a huge edge.""YouTube is a university."

Keywords

self storage, entrepreneurship, risk management, real estate, operational control, data analysis, remote management, customer experience, growth strategies, personal development

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape—and what it means for the future of the industry.

This episode’s guest is Jackson Stevens, co-founder and CEO of SpareBox Technologies. From classical musician to building one of the most operator-informed tech stacks in self-storage, Jackson’s path is as unconventional as it is compelling. Before SpareBox, Jackson played a pivotal role in building Red Dot’s internal FMS platform, scaling SpareBox Storage to over 7 million square feet, and launching tech that bridges the gap between traditional management and remote-first ops.

In this episode, we explore:

• Why self-storage tech looks simple, but isn’t.
• Jackson’s first principles approach to problem-solving in operations.
• The critical role of field experience in designing better tools.
• Lessons from music, CrossFit, Toyota, and call centers that shaped SpareBox’s roadmap.

If you’ve ever tried to build tech that actually works in the real world—or wondered what the future of remote operations looks like—this episode’s for you.

Also in our queue: Episode 25: The Modern FMS with Cubby CEO Matt Engfer

In this episode we discussed:

(00:00:20) From Baroque music to bold tech—Jackson’s winding path to storage.

(00:02:31) Pattern recognition, CrossFit, and life as a percussionist.

(00:06:50) Why most music school grads now work in tech.

(00:09:00) Creativity, culture, and leadership rituals inside a lean startup.

(00:14:30) Swivl x SpareBox: behind-the-scenes GTM playbook swaps.

(00:19:00) Building Redline—Red Dot’s internal FMS—and the hard lessons learned.

(00:24:45) Spending time with users: the lost art of field empathy.

(00:26:50) The surprising edge cases that complicate "simple" storage software.

(00:33:45) Auctions, automation, and designing for scale from day one.

(00:36:30) When solving your own pain points becomes a product strategy.

(00:39:15) Crossing the chasm: how SpareBox navigates adoption in a slow-moving industry.

(00:43:00) Consumer expectations vs. operator workflows—where we’re still catching up.

(00:46:11) TikTok tours and 5x5s: The REITs get social.

(00:49:45) Why most storage customers are first-timers—and what that changes.

(00:52:15) Elon Musk, agile retrospectives, and the pursuit of elegant ops.

(00:54:57) The case for remote-first ops—and what’s holding the market back.

(01:00:12) Why self-storage might lead the charge in virtual CRE playbooks.

(01:08:00) What Jackson would reinvent next—and the tech trend he thinks is overhyped.

Mentioned in This Episode:

Frameworks & Philosophies

• Agile & Scrum (Certified Product Owner)
• Toyota Production System
• First Principles Thinking
• Elon Musk’s operating rules
• Six Sigma & Gemba Walks

Internal Tools & Innovations

• Auction automation workflows
• Internal customer service manuals
• Remote onboarding through site visits
• Cross-departmental culture rituals

Favorite Nuggets

• “Show your work” as a collaboration philosophy
• Why your ops stack needs a melodica mindset—flexible, multi-purpose, and creative
• TikTok, Da Vinci locks, and the underrated power of a clean spreadsheet

🔗 More from Jackson & Team:
https://spareboxtech.com
https://www.linkedin.com/in/jacksonstevensco/

If you haven’t already, go download our guide to Abandoned Cart workflows “Win-Back Opportunities.” We cover how to capture revenue from potential customers who start checking out on your website, but don't quite finish the process.

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape—and what it means for the future of the industry.

This episode is a throwback to the early days—with just Mason, Rodolfo, and Kyle at the mics. Together, they unpack where we really are in the AI timeline, why some businesses are pulling back from their GenAI experiments, and how to distinguish between what’s hype and what’s actually working in the real world.

Whether you’re an operator trying to make sense of “AI-powered” products or a team leader wondering how to onboard your staff into an AI-native future, this episode offers both clarity and a reality check.

In this episode, we explore:

• Why 42% of firms have abandoned most of their GenAI pilots—and what’s still worth chasing.
• The difference between AI-powered, AI-native, and agentic platforms (and why it matters).
• Where AI workflows are actually helping self-storage operators today—from collections to customer onboarding.
• How Swivl’s AI architecture blends deterministic and non-deterministic models to do real work—at scale.

If you’re tired of the hype and want the real roadmap for implementing AI in your business, this episode is for you.

In this episode we discussed:

(00:00:20) Blink-182 is old now? Let’s feel that existential crisis together.

(00:01:30) The “trough of disillusionment”—why GenAI pilots are stalling in enterprise.

(00:04:00) Transformers are 8 years old—so what’s really new about today’s AI?

(00:07:30) Why OpenAI, Microsoft, and Google are spending billions on basic research.

(00:09:30) AI isn’t magic—it’s a systems engineering problem.

(00:10:45) Most “AI” is machine learning—and that’s a good thing.

(00:12:30) AI-powered vs. AI-native vs. agentic: breaking down the marketing speak.

(00:16:30) Why consumer expectations are driving product branding more than features.

(00:18:00) Swivl’s 32-model system and what it means to be AI-native.

(00:20:00) Multiverse of agents? What’s real, what’s branding.

(00:23:00) Operator and Rabbit: why AI agents still fall short for real tasks.

(00:25:00) Why Swivl’s AI helps operators—not just consumers.

(00:28:00) OpenAI Connectors—live HubSpot integration and use cases.

(00:30:30) Apple Notes x GPT: the small UX wins that make a big difference.

(00:32:00) What is MCP (Model Context Protocol) and why does it matter?

(00:34:00) Human team analogies for AI agents—building your own AI company org chart.

(00:36:30) Your iPhone camera is the best real-world example of agentic AI.

(00:39:00) Will users ever care how AI works? Nope. They’ll care if it folds laundry.

(00:41:00) Deterministic vs. non-deterministic models: when to use which.

(00:43:00) How Swivl uses both: empathy-driven recommendations + reliable pricing logic.

(00:46:00) Why Apple and Amazon haven’t cracked full AI assistants yet.

(00:49:00) Real talk: banks and airlines would have done this already if it worked.

(00:52:00) What’s next from Swivl—collections agents, onboarding tools, and more.

Mentioned in This Episode:

Internal Tools & Innovations

• Swivl’s stacked lobe system: 32 integrated AI models
• AI-assisted voice agents for collections
• Onboarding agents for new customers
• HubSpot and data platform connectors via ChatGPT

Industry Inspiration

• OpenAI connector architecture
• Apple Notes x GPT integration
• MCP: Model Context Protocol for agent-to-agent comms
• The Economist & IBM reports on GenAI performance

Favorite Nuggets

• AI native = born into a future where GPT is your first study partner
• Deterministic models for billing, availability, and compliance
• Non-deterministic for empathy, tone, and creativity
• Agents aren’t replacing humans—they’re augmenting them with precision

Miscellaneous Mentions

• Sally Sue (our favorite customer persona)
• Baseball analogies and Santa mode GPT
• The joy of talking about octopuses with an LLM

Want to learn more about what AI can do for your facility? Check us out at tryswivl.com or Schedule a demo!

This episode’s guest is Robert Madsen, president of U-Lock Mini Storage Group and the Canadian Self Storage Association. Robert’s story is rooted in the early days of the industry in Canada, having grown up working in his family’s first converted warehouse facility. Today, he leads one of British Columbia’s most recognizable storage brands and is a fierce advocate for the Canadian self-storage industry.

In this episode, we explore:

(00:00:20) From childhood chores to national leadership—Robert’s self-storage origin story.
(00:03:11) Modular storage before it was cool—building units on demand in the 1980s.
(00:05:00) Detouring into airport ops—and what storage can learn from aviation.
(00:08:59) Crisis calm—why emergency landings prepared Robert for anything in storage.
(00:12:23) Climbing the corporate ladder…and choosing self-storage over silos.
(00:16:00) More than just stuff—why self-storage is about serving life’s transitions.
(00:19:30) Hiring for empathy—what Robert looks for in customer-facing team members.
(00:21:24) Bringing AI into ops—from call analysis to weekly training video automation.
(00:26:56) How Robert got his team to "get" AI: a live demo that changed everything.
(00:29:53) Creating an AI-literate culture—leadership’s role in empowering experimentation.
(00:30:28) The domain name coup—how he landed selfstorage.ca before it was hot.
(00:32:56) Canada ≠ U.S.—misconceptions, consumer behaviors, and population scale.
(00:36:00) The cost of doing business—land, taxes, and pricing pressure in Vancouver.
(00:42:00) Must-haves for Canadian customers: safety, cleanliness, and professional service.
(00:44:00) Why Canada lacks lien laws—and how CSSA handles policy advocacy.
(00:48:00) The tax battle—why being labeled “passive income” is hurting operators.
(00:53:00) Use your data honestly—Robert’s advice to avoid vanity metrics and flawed deals.
(01:00:22) Final advice for operators—optimize now, train relentlessly, and control what you can.

Company Overview & Background

• Founded by Peter and Alex (met at Harvard Business School)
• Started as Local Locker in NYC - urban storage platform focused on unused spaces
• Evolved into White Label Storage - third-party management service
• Alex just had second boy (now 5 kids between the two founders)
• Currently operate 30 stores under management platform
• 50+ stores in pipeline
• Growth from 15 to 30 stores in past year

Business Model Evolution

• Local Locker: B2C model focused on urban storage

• White Label Storage: B2B management service

Operational Philosophy

• Client-first approach at every level
• Built own website to reduce client costs ($500/month industry standard)
• Focus on stripping out unnecessary costs
• Improved onboarding process based on Rippling’s milestone approach

• Emphasizes building partnerships vs being fee provider

• Treats single-asset owners’ properties as retirement plans

Technology & Innovation

• Recently launched streamlined payment collection system
• Developing proprietary revenue management tool (Q3 launch target)

Team Structure & Management

• 30 total employees
• ~20 in operations (split between facility level and customer service)
• Separate sales/marketing and local teams
• Implemented specialized roles to reduce “cognitive burden”

Market Outlook & Industry Trends

* Seeing demand normalization post-COVID correction

• Extra Space potentially returning to smaller markets
• Major challenge: “slash rate” promos creating pricing confusion
• Focus on maintaining steady rates vs chasing promotional pricing
• Under-investment in assets remains common industry problem
• Expects institutional buyers to return to remote markets

In this episode, we welcome Katharine Lau, an accomplished entrepreneur and innovator in the real estate and proptech space. Katharine is the Co-Founder and CEO of Stuf Storage, a fast-growing self-storage startup that’s reimagining how we use urban space.

Katharine shares her journey from a decade-long career in commercial real estate—working at firms like Prudential Real Estate Investors, Equinox, and coworking pioneer Industrious—to launching Stuf in 2020 with a mission to transform underutilized spaces into tech-enabled, hospitality-inspired storage.

She opens up about the “aha” moment that led her to start Stuf, how her experience outside the storage industry shaped her approach, and why she believes the future of storage is local, software-enabled, and design-conscious.

In this episode, we discussed:

(00:02:31) The path from Shanghai skylines to storage startups—Kat’s early inspiration from global cities.

(00:03:55) From hotel dreams to gritty strip malls—Kat’s career climb through real estate.

(00:05:26) The pandemic pivot—how ghost kitchens, sourdough fails, and basements led to founding Stuf.

(00:07:15) Customer-first storage—why Stuf is works for women and local communities.

(00:10:28) Why Kat loves self-storage—and how she makes the mundane magical.

(00:11:21) What is Stuf? A tech-enabled, AI-powered, remotely operated self-storage marketplace.

(00:13:59) Operating 30+ locations with 3 ops staff—how proprietary tech makes it all possible.

(00:14:10) Meet Sidney, the AI agent—Stuf’s newest “employee” managing sales, service, and collections.

(00:15:09) The landlord play—how Stuf structures rev-share partnerships with property owners.

(00:17:08) Is Stuf a brand? A tech company? A marketplace? Kat explains why the answer is yes to all.

(00:19:01) Letting fires burn—how Kat decides what to prioritize as a CEO.

(00:21:33) Staying grounded—how notebooks, air traffic control boards, and muffins keep her centered.

(00:23:19) Lessons from Equinox and Industrious—building with a tech-first, asset-light mindset.

(00:26:40) Balancing automation and humanity—what AI can and can’t (yet) replace in storage ops.

(00:29:04) AI adoption advice—Kat’s tips for beginners and skeptics to just start exploring.

(00:31:27) Surprising the engineers—how Kat became the AI evangelist in her own home.

(00:34:32) The inevitable human craving—why Kat believes we’ll soon swing back toward connection.

(00:37:00) The vertical city vision—how Kat sees future buildings transforming into stacked communities.

(00:41:05) Beyond storage—ideas for retail pop-ups, last-mile logistics, and urban honeybee farms.

(00:46:13) Expansion strategy—how Kat thinks about selecting new cities (and what she got wrong at first).

(00:49:35) The self-storage paradox—same four walls, radically different product.

(00:51:33) Doubling revenue in 2025—what’s next for Stuf, including new markets and product launches.

(00:52:25) Hot takes—why every storage brand doesn’t need neon colors or another box logo.

In this episode, the podcast hosts welcome Gabriel Luna, an accomplished marketing expert known for his strategic acumen and innovative use of AI in marketing. Gabriel is the Engagement and Communications Manager for KobreCo, overseeing brands like Trojan Storage and QuikStor.

Gabriel shares his journey from a background in computer science to a leadership role in self-storage marketing, detailing how AI-driven tools have transformed his workflow. He discusses his role as chair of the marketing and communication committee for the California Self Storage Association, highlighting key industry challenges like optimization, technology adoption, and automation.

The conversation covers a wide range of topics, including the intersection of creativity and data, the psychology behind AI adoption, and the role of personalization in self-storage marketing. This episode is packed with personal insights, practical applications, and forward-thinking strategies that operators and marketers alike can learn from.

In this episode, we discussed:

(02:06) The spark of a tech-driven mind – Gabriel’s childhood introduction to computers and Unix systems.

(03:41) From computer science to marketing—how a passion for tech and creativity shaped Gabriel’s career.

(05:40) AI as a daily assistant—how Gabriel integrates generative AI into marketing workflows.

(15:22) Breaking barriers—why AI adoption is still a challenge in the self-storage industry.

(25:47) The balance of art and analytics—how Gabriel harmonizes creativity with data-driven decisions.

(33:43) Adapting to industry shifts—navigating change in self-storage marketing.

(34:23) New responsibilities, new perspectives—Gabriel’s transition to vendor-side marketing with QuickStor.

(34:53) The human side of networking—why relationships drive success in self-storage.

(36:40) AI-powered personalization—how automation is making self-storage marketing more customer-centric.

(41:36) Operational pain points—challenges operators face in an evolving market.

(42:27) The quest for better customer experiences—what self-storage businesses can improve today.

(45:51) Smart decision-making—using AI to optimize marketing campaigns and operational strategy.

(49:33) The future of self-storage marketing—emerging trends and technological advancements.

(51:47) Practical AI applications—real-world examples of AI’s role in self-storage operations.

(56:33) What’s next for Trojan Storage? Gabriel shares upcoming initiatives and big-picture goals.

Also Mentioned in this episode

* ChatGPT (OpenAI) – Gabriel’s go-to tool for automating emails, summarizing meetings, and brainstorming ideas.

* Gemini (Google AI) – Briefly mentioned as part of Gabriel’s workflow.

* Notta.ai – AI-powered transcription tool that Gabriel uses for capturing meeting notes and generating summaries.

* Pandas (Python Library) – Used for data manipulation and analytics within Trojan Storage.

* QuikStor – Self-storage management software, now integrated with Trojan Storage.

* swivl – AI-powered chatbot and automation platform for self-storage businesses, helping streamline customer interactions.

* SpareFoot

* CSSA (California Self Storage Association)

* AI-generated review responses

* Data-driven advertising campaigns

* Eleanor Roosevelt Quote – “The future belongs to those who believe in the beauty of their dreams.”

* AI’s Role in Psychological & Emotional Support

This year on Self Storage Lab, we’ve unpacked the biggest shifts and challenges in the self-storage industry—where operators are adapting to new tech, redefining customer experiences, and learning to balance automation with the human touch. In this special year-end recap, we let our AI co-hosts, Hoover and Athena, take the wheel as we revisit the standout insights, game-changing trends, and best moments from all of our 2024 episodes. From "figital" solutions to real-world lessons about scaling smarter, this rewind episode has it all.

In this episode, we discussed:

Whether you’ve been with us since Episode 1 or you’re just tuning in, this recap is packed with insights to keep you inspired and ready for what’s next in 2025.

Links & Resources:

Thank you for joining us this year. Here’s to innovation, growth, and plenty of laughs as we tackle what’s next in self storage!