Lou Barnholdt

By Alejandra Zilak

t’s 2025, and as we all do at the beginning of a new year, it’s good to look for lessons learned along the way. One that keeps popping up is that people often end up with a life much different than what they envisioned growing up. This is not a bad thing. On the contrary, it’s refreshing to let life surprise you and to find out that things have turned out much better than if you had planned them yourself.

This month’s installment of “Women In Self-Storage” showcases Universal Storage Group’s Lou Barnholdt. Like most of you, she never thought she’d end up this industry. But, also just like all of you, she’s so thankful that she did.

Barnholdt and her older sister, Janelle, were born and raised just outside of Syracuse, N.Y. She attended Cicero North Syracuse High School, where she ran track and played field hockey. “I didn’t play because I loved sports,” she says. “I did it more for the social aspect of being on a team and having more friends.” Barnholdt also became high school sweethearts with her now husband, Scott, a friend she had since fifth grade. She recalls those years fondly, and she gushes when she tells the story of how she’s been with him all these years. “I met him when we were kids, and he has been the love of my life ever since.”

She graduated in 1991 and went to college at Syracuse University to study environmental design and architecture. But since home was so close to campus, she kept going back and forth to visit her family. “My mom told me that I should spend more time in school and make friends, that it’d be good for me, so I forced myself to get out of my comfort zone and decided to pledge a sorority.”

Barnholdt became a member of Kappa Kappa Gamma, a group that provided her with a much-needed support system. “They gave me an amazing network of supporting and inspiring women,” she says. “No matter how tough my day was, or how challenging an exam or design project felt, I could always head to the sorority house, where someone would be there to lift my spirits and offer a comforting hug.” It was more than just a sorority; it was a true sisterhood, offering connection, encouragement, and a sense of belonging that she deeply valued. It turned out that mom was right.

After college, Barnholdt went to work with her father as a mortgage originator at Syracuse Securities. “It was my first real introduction to sales and customer relationships,” she says, showcasing how, even without being aware of it all the time, life was already showing her the steppingstones to her later chapters in life. “I learned a lot about understanding clients’ needs and guiding them through important financial decisions. It built the foundation for many of the skills I use today, particularly in communication and problem-solving.”

When her parents retired, they moved to Hilton Head, S.C., and Barnholdt felt like a huge part of her was missing. “I was just dreadfully lost without my dad [and business partner] close by, and I’ve always been close with my mom.” She kept telling her husband about how terribly she missed them, so they decided to move to Hilton Head too.

Her father was bored from not doing much during retirement, so he took a job as a maintenance worker at Plantation Self Storage. And thanks to him, Barnholdt interviewed for a manager role there and got the job on the spot. “I thought it would be a temporary pit stop, thinking I’d get back into the banking industry. But banking is cutthroat and commission based, and I ended up really liking working in storage instead.”

The reasons for falling in love with this space were many. “It’s a small industry, but the people are absolutely amazing,” she says. “I don’t know any other industries where you can sit side by side with your competitors and truly call them a friend.”

But getting back to that first job. “Dad was the maintenance guy, so we were back in business together.” This made her really happy with her decision. In June of 2000, Plantation Self Storage contracted with Universal Management Company, which later became Universal Storage Group (USG). “I managed that facility for seven years,” she says proudly. “We won Messenger’s Facility of the Year Award in 2000, and my dad and I were Managers of the Year in 2001.”

Eventually, the legendary M. Anne Ballard created a job for Barnholdt at USG as an area manager, overseeing multiple properties. Since 2022, she’s been vice president of sales and development, and she’s been with USG and in operations for so long that the transition felt very organic. “The learning curve was steep, so I leaned on my operational knowledge to inform my approach to sales, consulting, and client relationships,” says Barnholdt. “It’s been incredibly rewarding to contribute to the company’s growth and play a role in shaping its future while learning new skills and perspectives.”

It’s also served her well that she worked in all those different positions before getting to leadership. “I never ask my managers for more than I would’ve done myself as a manager,” she says, “but I also expect a lot in the areas where I gave a lot. I know what they can do because I’ve been in those shoes before.”

She loves that USG has a work culture where employees are always supported. “The leadership here is exceptional, and I’ve been fortunate to work alongside such passionate, talented individuals who genuinely care about their teams and customers. They’ve definitely empowered me to grow and to take on new challenges, as well as to develop personally and professionally.”

Moreover, she appreciates that USG is at the forefront of the self-storage industry. “We offer a lot of cutting-edge solutions to our clients while maintaining a family-oriented atmosphere,” Barnholdt says. “The culture at USG is so supportive and innovative.”

When asked for advice for women getting started in self-storage, she’s quick to answer. “Be confident in your abilities,” Barnholdt says, “and never stop advocating for yourself. The industry is full of opportunity and women have unique strengths to help drive success, especially when it comes to problem solving and building relationships.”

She advises females in the industry to find a mentor; then, once you’ve learned the ropes yourself, pay it forward. “Stay curious. Continue learning. Always be prepared,” adds Barnholdt. “The industry is always changing, so your voice and perspective are valuable in shaping the future of the industry.”

These perspectives can be highly valuable in a rapidly changing landscape of the industry. “Self-storage has changed so much from when I first started 25 years ago,” she says. “We used to do everything manually using spreadsheets, and now we rely on advanced technologies that are constantly being developed. Staying ahead requires constant learning and adaptability.”

When not at work, she likes to go on her boat and jet skis with her husband, friends, and now adult kids (Zoe, 29, and Maximillian, 21). “We live in a sleepy little river town of 1,200, basically on the Canadian border,” says Barnholdt. “I travel so much for work, so I get my big city fix while on the road, and it’s nice to come home to a small town.” And when she’s at home, she loves to baby her seven-pound Yorkie, Bentley. “I miss him when I’m on the road, so when I’m home, I smuggle him wherever I go,” she laughs. “He fits in my bag and stays quiet, so he comes into restaurants and stores with me. Everyone knows me, and no one tells me I can’t bring him.”

She’s also happy that her family lives close by. “I’m lucky to have my mother down the street, and my husband and I have become close with my daughter’s in-laws, so we all like to get together for good food, good wine, and to relax. It makes me happy and keeps me balanced.”

She’s a testament that in a fast-paced world where everyone’s constantly advised to go, go, go, it can be just as fulfilling to stay close to family and remain long term at a job that you love.