Self Storage Association Asia Announces New Board Members, Advisor

The Self Storage Association Asia has renewed its Board through the addition of three new Board members and a Special Advisor at the AGM held on May 22, 2025.

Board seats are classified as Operators (to a board total of 12) or Supplier (max 1) or Supplier-Investor (max 1) in the Asia region and can serve for a maximum of three consecutive two-year terms. Special Advisors serve at the pleasure of the Board and are non-voting, non-executive advisors.

The three special advisors are from across the region and the SSAA welcomes their support and guidance. 

The new members’ bios can be found below. Continuing members' bios are on the SSAA website at https://selfstorageasia.org/board-members

The three Board Members are (bios below):

Ms Emma Feng, CEO, MyCube Self Storage

Beijing, People’s Republic of China

Mr Sam Peterson, CEO, Loc&Stor 24/7

Manila, The Philippines

Mr Michael Hagbeck, Founder and CEO, Forge Self Storage Solutions

Singapore and Johor Bahru, Malaysia

(Supplier-Investor member)

Appointed earlier in the year, the Board welcomes Special Advisor:

Sam Kennard, CEO, Kennard Self Storage

Australia and New Zealand

The full SSA Board currently consists of:

Chairman: Helen Ng, CEO, General Storage

Vice Chairman: Kevin Chan, Founder and Chairman, Storefriendly 

Treasurer: Stephen Spohn, CEO, Quraz

Operator Members

• Dan Morisaku, Head of Business Promotion, Ichigo
• Hamzah Mango, CEO, Easy Storage Jordan
• Emma Feng, CEO, MyCube Self Storage
• Sam Peterson, CEO, Loc&Stor 24/7

Supplier Member

• Miles Davison, CEO, Storeganise

Supplier-Investor Member

• Michael Hagbeck, Founder and CEO, Forge Self Storage Solutions

Special Advisors

• Keiri Custodio, Managing Director, Fremont Realty Capital
• Paul Fahey, Chairman, Storage World
• Terry Bagley, President of Industry & Partner Relationships, Janus International
• Sam Kennard, CEO, Kennard Self Storage

Meet The New Members

Ms Emma Feng is the founder and chairwoman of MyCube Self Storage, a pioneer in China's self storage industry. Ms Feng holds an MBA degree from the Guanghua School of Management at Peking University. She has over ten years of extensive experience in public relations, having previously held senior management positions at technology marketing firm Blue Focus and tech products company Tsinghua Tongfang. In 2013, she founded MyCube Self Storage while pursuing her MBA. MyCube has become a widely recognised brand in the industry due to its high occupancy rates, high customer satisfaction, and strong innovative capabilities. As of December 2023, MyCube operates 18 stores in Beijing, serving over 10,000 users, and has established close partnerships with several international self-storage associations. Ms Feng served as a board member of the Asian Self-Storage Association (SSAA) from 2015 to 2017 and returned to the Board in 2025.

Mr Sam Peterson is the Founder of Loc&Stor 24/7, based in the Philippines. The company currently operates nearly 40,000 m² of storage space and has served more than 12,000 customers over the past 11 years.

Mr Peterson’s career began as an Apprentice Toolmaker, before earning a degree in Electrical Engineering. He started in the defence industry, where he was part of the team that helped rebuild the NORAD system, a key component of global nuclear deterrence. He later pursued an MBA, which included a semester in Thailand—an experience that sparked his interest in returning to Asia.

He joined BOC Gases in its Asia operations, taking on roles in finance, business development, and eventually managing several of BOC’s businesses across the region. Following BOC’s acquisition, he joined The Linde Group, where he served as country head for Malaysia, and later for Indonesia and the Philippines, while based in Singapore.

In 2011, Mr Peterson joined Steel Storage Asia, where his exposure to the self-storage industry inspired him to found Loc&Stor 24/7 in 2014. Joining him in the business is his wife, Anna.

Mr Michael Hagbeck is the Founder and CEO of Forge Self Storage Solutions, a Singapore-based manufacturer and provider of comprehensive self storage solutions. 

Mike is a pioneer and one of the most experienced operators in the Asia-Pacific self storage industry, with 26+ years of experience and an extensive network of relationships.

He began his journey in self storage with the storied Australian firm Millers Self Storage in the 1990s. 

He has founded - and exited - a number of  self storage companies serving different market segments in seven countries in AsiaPac including (by founding date): Store-It! Self Storage (2002), Mini-Box Self Storage (2016), Space Next Door (2016), Extra Space Asia Self Storage (2017), Winebanc (2018).

He founded StorHub in 2019, which grew by acquisition and organic growth across Asia, before exiting in 2025. Companies he has founded operate in Singapore, Malaysia, Korea, Hong Kong, Thailand, Japan, Australia and China.

He is also the founding Director of the Self Storage Association of Asia, the region’s largest self storage industry body with 119+ member companies and is a Senior Accredited Director with the Singapore Institute of Directors.

Mr Sam Kennard is the Chief Executive Officer of Kennards Self Storage; a private family-owned business. 

Appointed to lead the business in 1994, under his stewardship Kennards Self Storage has grown from 14 storage centres to 113 operating today. The company now has over 815,000 square metres of rentable space available, over 66,000 customers and over 350 employees with its activities spanning Australia and New Zealand. 

He has extensive experience in management, leadership, marketing, culture and property acquisition and development, specialising in self storage and mixed-use development.    

Sam is Also on the Board of the Self Storage Association of Australasia, the Wenona School Foundation and The Centre for Independent Studies.