12.10pm – 12.40pm BST, Wednesday 29 April 2026 ‐ 30 mins
Room: The Ludlow Suite
Members' Conference Session
Daryl Perry & Steffan Morgan, Cushman & Wakefield and Simon Forrester, SSA UKA look at this year’s annual industry report offers a comprehensive view of industry performance and emerging trends. Drawing on the latest data and analysis, it explores market size and growth, occupancy and pricing dynamics, regional variations, customer demand, and investment activity. The session also highlights key challenges and opportunities shaping the industry, alongside insights into the future outlook and strategic considerations for operators, investors, and stakeholders across the market.




CEO, SSA UK
Simon joined the Self Storage Association UK in September 2025, having previously led a range of trade associations and professional bodies at the UK and European level across such diverse sectors as jewellery, construction, healthcare, business tourism and public health pest control. He is responsible for the strategic direction of SSA UK and leadership of the staff team. Simon has an MBA from Birmingham City University.
Cushman and Wakefield
Professional Expertise and Summary of Experience
Steffan has 11 years of experience in the Real Estate sector and has a wide-ranging skill set that includes brokerage, capital markets and valuation. Steffan is an RICS registered valuer with experience in valuation of retail, industrial, offices and alternative assets across the UK and Europe. Steffan is a former director of a small independent practice in Wales, and later joined Vail Williams concentrating on UK based operation occupancy and strategy.
Steffan joined Cushman & Wakefield to bolster the self-storage team in 2021 and has been a key part in dealing with valuations and transactional activity across the EMEA region. He has a significant network of agents, clients, and investors on a pan European level.
Cushman & Wakefield
Steffan is a Partner in the Self-Storage Team and now leads the Self-Storage Investment and Advisory initiative in the EMEA region.
Steffan works closely with Cushman & Wakefield’s most valuable self-storage clients offering advise and services relating to capital markets, investment and advisory, working closely with client on growth aspirations and portfolio strategy. His experience in valuing the asset class and transactional work makes him an invaluable resource to any client’s team.
Advising across the UK and Europe has meant that Steffan has developed an understanding of international capital flows, cross border operational intricacies and complicated corporate structures.
Developing key relationships with small, medium and large self-storage operators has been at the fore front of Steffan’s activity, understanding the complicated operational drivers of value of his clients’ businesses, developing the Cushman & Wakefield business consultancy offerings.
Portfolio strategy and growth have been a priority for Steffan, using client requirements, data and locational expertise to identify geographical voids and opportunities across the UK. deploying strategic teams across Europe, including the industrial and logistics and repurposing teams to unlock on and off market opportunities. Conversely his role as a portfolio strategist makes him well placed to advise on exit strategy and disposal, leveraging his team to advise on and deliver the best possible exit or restructuring for operators, investors and partners.
Advising on sell side and buy side M&A transactions on a single asset and portfolio level, his expertise on pan European advisory has enabled the development of a best in class offering for Cushman & Wakefield.
Capital Markets and Valuation work undertaken for C&W’s self-storage clients is pan European and coverage includes;

Cushman & Wakefield
Daryl is responsible for leading the UK Research & Insight team, delivering value-adding market insight across offices, retail, logistics and industrial and specialist markets, as well as thought leadership on emerging trends and issues. He works closely with the firm’s subject matter experts and analysts to deliver innovative data-driven insight and analysis for its clients across all property sectors. He has been directing production of the SSA UK industry report for the past 3 years.