From humble beginnings to its current status as industry innovator, FreeUp Storage is revolutionizing the self-storage sector with its strategic approach to growth and customer-first philosophy. Discover how this operator puts into practice its mission of “doing things differently” to become one of the industry’s most dynamic players.
What was once a small collection of self-storage properties is now a full-fledged brand that comprises 60 locations across 13 states—all with the goal of helping people “free up” space, time and peace of mind.
“FreeUp Storage was born out of a real need we saw in the storage industry,” says Randy Trapanick, director of operations. “Back in 2019, Spartan Investment Group owned a handful of storage facilities that were performing well, but the team felt there was a bigger opportunity, not just to own storage properties, but to build a brand that stood for something more.”
FreeUp is built on a commitment to “do things differently” through smarter technology, better service, and genuine care for its customers and communities. “Storage is often part of life’s big transitions, and we wanted to be a dependable, supportive resource during those moments,” Trapanick explains.
In 2021, Spartan rebranded 10 of its properties under the new FreeUp name. Today, its brand spans Alabama, Colorado, Florida, Georgia, Kentucky, Nebraska, North Carolina, Oregon, Tennessee, Texas, Washington, West Virginia and Wisconsin. Most of the company’s growth comes via acquisitions, but it doesn’t rule out development.
FreeUp seeks properties with value-add opportunities that “allow us to improve operations, enhance the customer experience and drive long-term performance,” Trapanick says. “We also pursue select ground-up developments and conversions when they align with our market goals and offer strong potential returns.”
No matter how it is added to the portfolio, every project must support FreeUp’s mission of delivering secure, accessible and high-quality storage. When selecting new markets, the company looks for those with strong population growth, limited existing supply, and local demand drivers such as new housing developments, military bases or universities. The method is strategic and data-driven.
Of particular interest to FreeUp are secondary and tertiary markets where it can provide value and become a trusted storage solution in the community. “We also consider how a new market fits within our existing footprint, looking for regional clusters that improve operational efficiency and long-term potential,” Trapanick adds.
FreeUp maintains a people-first mindset that inspires compassionate care for its customers and investment in its employees. Its service philosophy focuses on ease, effectiveness and emotion. “We aim to make the [self-storage rental] process as smooth as possible, offer solutions that work, and approach every customer with care and understanding,” Trapanick says.
The operator’s values—cleverly summarized using the acronym SPACE—reinforce the customer experience:
Service: The company is committed to delivering great service and making sure every customer feels supported.
Professionalism: The company operates with integrity and respect in everything it does.
Accessibility: FreeUp facilities are easy to use, with convenient locations and simple, flexible processes.
Compassion: The operator approaches every situation with empathy and understanding.
Energy: The team brings passion, positivity and innovation to every interaction.
FreeUp is also committed to the communities in which it operates. “Even as we grow nationally, we maintain a local touch. Our teams know their markets, their customers and how to get things done,” he adds.
In addition to creating a heightened experience for its self-storage prospects and tenants, the company takes a targeted approach to supporting and investing in its staff. Trapanick describes the workplace culture as a collaborative, team-first environment that values ownership, growth and accountability. “We blend a strong work ethic with a supportive environment that encourages people to take initiative,” he says.
FreeUp employees are offered growth opportunities, flexible work environments, and a culture that recognizes and celebrates success. One example is its internal “praise board,” where team members can recognize each other for great work. “This builds connection and reinforces the behaviors that drive our success,” Trapanick says.
At FreeUp, technology is critical to the customer-service experience but doesn’t supersede the human connection. A balanced approach allows the company to deliver exceptional service and support without losing touch with its tenants.
“Technology plays a big role in how we deliver service, but we always keep the human connection front and center,” Trapanick explains. “Behind every rental is a life moment, and we’re here to support it efficiently, securely and with a personal touch.”
A key way the company combines smart tech with personal service is through a virtual-management platform that provides access to live video support, extended operation hours and on-demand assistance. It’s important that customers be able to interact with their customers at their own convenience, Trapanick says, but it also allows FreeUp to manage its sites more efficiently.
Behind the scenes, the company taps artificial-intelligence-driven tools for revenue management and predictive maintenance to improve accuracy, responsiveness and overall property performance. Onsite and virtual team members remain central to the self-storage tenant experience. “They ensure every customer interaction feels personal, helpful and human,” Trapanick concludes.
Rachel French is a freelance content writer and copywriter. Her background is in business-to-business media and copywriting for web applications. She’s covered a range of industries and markets including self-storage as well as financial, food and beverage, healthcare, and nutraceuticals. She previously worked for Inside Self-Storage as an intern turned associate editor.
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