From Recession Survival to 500+ Stores: President of National Self Storage Travis Morrow Tells All

I sit down with Travis Morrow, CEO of Store Local and Tenant Inc., for a masterclass in self-storage operations, technology, and industry trends. Travis has spent more than two decades in the business, scaling from an intern at National Self Storage to leading nationwide co-ops and media platforms for independent owners.

In this episode, we address the macro shifts transforming self-storage in 2026. Travis explains why major REIT consolidations are a natural part of the industry's lifecycle, drawing clear parallels to the hotel and hospitality sector. He breaks down how cap rates are aligning more closely with multifamily as Wall Street cements its confidence in the asset class.

We also explore how Store Local grew to over 530 member companies to help independent operators leverage collective buying power, why he acquired Modern Storage Messenger in 2023, and what to expect at MSM The Show in Atlanta this November.

Key Takeaways From This Episode: First & Foremost an Operator: Why Travis approaches every technology, co-op, or media venture with a focus on how it directly improves store-level P&Ls.

The Lifecycle of Consolidation: Understanding why big portfolio roll-ups provide the ultimate exit liquidity for independent operators.

Bridging the Tech Gap: How independent owners can combine resources through co-ops to deploy competitive systems without massive single-store budgets.

Reinventing Storage Media: Transitioning a 40-year-old print legacy into an interactive digital magazine while keeping the independent operator's voice alive.

East Coast Event Coverage: Why "MSM The Show" was built to serve an underrepresented Fall East Coast market with over 60 hours of curated content across data, development, investment, and operations.

Whether you operate a single facility or manage a multi-state portfolio, Travis's blend of operational grit and forward-looking vision offers valuable perspective for navigating today's market.

Event Info: Register for the November show at msmtheshow.com.

Connect with Thaddeus Campbell (S3 Partners):

Email: thaddeus@s3.partners