In this episode, I unpack the big announcement behind FAIR — the Federated and Independent Repository — a new package manager initiative under the Linux Foundation. Scooped by The Repository and launched during WordCamp Europe week, FAIR promises decentralized plugin and theme distribution for WordPress, reducing reliance on wordpress.org and introducing a new governance model for the ecosystem. On paper, that’s a huge shift.

But I’ve got more questions than answers. Why the Linux Foundation? Is this really just for WordPress? And what does “a replacement for the ecosystem” even mean? For freelancers, agency owners, and power users like you and me, the pitch feels abstract. FAIR might offer technical insurance, but what does it actually do to help us build faster, better, more sustainable sites today?

This episode is less about hot takes and more about critical thinking — exploring FAIR from the lens of a working professional in WordPress, not someone living in contributor Slack channels. I want to know how this changes our day-to-day, and whether FAIR will drive real innovation… or just become another layer of complexity.

Key Takeaways:

• “This isn’t a fork of WordPress — it’s a backend distribution layer, a replacement for the plugin update plumbing we all rely on.”
• “I have more questions than clarity: is this really just about stability, or is it something much bigger?”
• “Adoption is everything. Without host and agency support, FAIR is just another plugin.”
• “WordPress has a packaging problem. FAIR needs to solve that — not just technically, but with messaging that speaks to the average power user.”
• “We want open source to thrive. But we also want clarity, transparency, and solutions that actually make WordPress better for our clients.”

URLs Mentioned:

• FAIR press release from the Linux Foundation
• The Repository's FAIR coverage
• AspirePress
• WPCC
• Alt Ctrl Org livestream

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founder of 10up and now a Partner at Fueled, to talk about a major agency evolution. Jake shares the journey from founding 10up in 2011 to its merger with Fueled in 2023, culminating in a rebrand that sees the combined entity operating under the Fueled name. He explains the motivations behind the merger, including the desire for diversification, access to broader resources, and positioning for enterprise-level digital transformation projects.

Jake also discusses the continued investment in open-source plugins such as ElasticPress, ClassifAI, and Distributor, which reflect Fueled’s commitment to supporting the WordPress ecosystem while solving real client problems. The conversation touches on the shift toward full site editing (FSE), the agency’s custom internal toolkit, and how AI and no-code tools are transforming the web development landscape. Jake’s new role allows for a better work-life balance and a renewed focus on brand storytelling and strategic initiatives.

Key Takeaways:

• 10up merged with Fueled in 2023, with the unified brand now operating as Fueled; 10up remains as the WordPress practice within the company.
• The merger was motivated by scalability, diversification, and the need for broader digital capabilities in the enterprise market.
• Fueled’s new website was built using WordPress full site editing and custom internal tooling, completed in just 8 weeks.
• Jake is now a Partner at Fueled, focusing on strategic marketing, brand storytelling, and select client projects.
• Plugins like ElasticPress, ClassifAI, and Distributor continue to reflect the team’s open-source contributions and enterprise-focused solutions.

Important Links:

• Fueled
• Related Articles:
  Fueled Merges with 10up To Deliver Superior Customer Experiences
  Fueled for the Future: A Renewed Brand
  How Fueled Built Its New Website in 8 Weeks
• Plugins:
  ClassifAI
  Distributor
  ElasticPress
• Jake Goldman on LinkedIn

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Being a freelance web designer often means dealing with disruption. Sometimes, it’s a client who needs a new feature built ASAP. But it can also come from a shakeup in the technology we use.

Artificial intelligence (AI) has undoubtedly been a disruptive force. It has upended our workflows and made some of us wary of its presence. Are these apps here to help us or replace us?

Perhaps AI site builders are the most cringe-inducing tools of them all. They claim to take the guesswork out of website creation. You don’t need to know code or how to pick a font pairing. Provide a few details, and you have a functioning website.

Several companies have released AI-based site generators; WordPress.com is among the latest. Our own Matt Medeiros took it for a spin. He “chatted” with a friendly bot that wanted to know more about his website needs. Within minutes, he had a website powered by WordPress.

These tools aren’t producing top agency-level websites just yet. Maybe they’re a novelty for the time being. But they’ll improve. With that comes the worry of their impact on freelancers. Will our potential clients choose a bot over a seasoned expert?

Let’s explore what AI site builders could mean for the future of freelancing. Do they signal the end of an era? Or are they just another tool for the DIY crowd?

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The web was once a bastion of free and cheap things. Free tools and services catering to professionals and novices were abundant. And even things that cost money were relatively affordable.

This climate has been a boon to freelancers, agencies, and clients. WordPress and its ecosystem are prime examples of this in action. A free content management system (CMS) with a thriving market for themes and plugins has boosted many businesses. Meanwhile, third-party services like hosting and APIs allowed us to do more without spending a fortune.

That meant lower costs to pass on to clients. It helped keep our services more affordable to small and medium-sized organizations and created the expectation of cheaper websites.

Those days appear to be ending (if they haven’t already gone the way of the dodo). WordPress product pricing continues to increase, as do the other services we rely on. It’s all making for a difficult conversation with clients.

No one wants to pay more for the same thing. But it’s an unavoidable part of the current landscape. So, how do you approach clients with the bad news?

It’s all about preparation and communication. Let’s explore ways to take the sting out of the discussion.

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Freelancers have plenty of options for leveraging artificial intelligence (AI). It seems like a new tool or five comes out each week. And that doesn’t include existing products with bolted-on AI features.

The hype train has morphed into a rocket ship. This is great for OpenAI and other product makers, as they rake in cash and tons of publicity.

But what about the rest of us? Specifically, those of us who make a living with WordPress. Are we gaining anything more than a few dog-and-pony tricks? Most importantly: Can AI help us make more money?

There’s some debate to be had on that last question. Some fear that AI will replace humans or devalue what we do. That using the technology will lead to our untimely demise as designers and developers.

But maybe there’s another way. Perhaps we can use AI to empower us rather than weaken our industry standing.

I believe it’s possible. Let’s look at ways AI might help build our businesses.

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The web design industry is maturing. New projects used to be the lifeblood of freelancing, and companies spent money on feature-packed websites to establish themselves online. But those opportunities seem fewer and farther between these days.

Don’t get me wrong. New projects will continue to be a money-maker. But there are fewer gigs to go around and competition is fierce. Relying solely on this strategy is more challenging than ever.

I’ve seen evidence of this in my business. Prospective clients are more likely to ask me about maintaining their existing WordPress site rather than building a new one.

It’s a disappointing development on one hand. Building a new site is the “fun” part of this business as opposed to the messiness of working with one built by someone else. Even dealing with a site you built years ago is no picnic.

This shift could have some long-term benefits, though. It may be key to a freelance business that thrives into the future. Let’s talk about why maintenance matters.

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As consumers, we are trained to crave what’s new and improved. It’s all about that massive feature launch or the illusion of getting more for your money.

I can understand the appeal. Having the latest and greatest product gives us bragging rights – and maybe more productivity. That’s why a new iPhone comes out every few months. Who wouldn’t want that?

Well, bigger isn’t always better. I believe that theory applies to the evolution of WordPress. Big changes can be clumsy and require us to adapt. That can temporarily negate any advantage we’re supposedly gaining.

Think about the switch from the Classic Editor to Gutenberg in WordPress 5.0. Everyone from users to developers to product makers felt the impact. You could cut the anxiety with a chainsaw. Not to mention that it took years for many of us to adapt. Things are great now, but still.

It does offer a renewed appreciation for the smaller (AKA ‘boring’) improvements, though. The little things that enhance accessibility, performance, security, and stability.

That’s what professionals need. They help us get more done and provide peace of mind.

Let’s discuss how these little things can add up and why we may see them more often.

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Technical debt is an inevitable challenge for WordPress freelancers who have been in the industry for an extended period. Websites, tools, and services age, while outdated code, incompatible plugins, and inefficient workflows can accumulate. That creates obstacles that hinder progress. The key to success is proactively managing and minimizing technical debt to improve stability and efficiency.

Eric Karkovack outlines several strategies for mitigating technical debt, including creating a maintenance plan for websites, monitoring third-party dependencies, and regularly reviewing business tools and processes. By proactively addressing potential issues—such as updating software, selecting reputable service providers, and modernizing workflow systems—freelancers can prevent disruptive surprises and maintain client trust.

The goal is to make strategic decisions prioritizing stability while preparing for inevitable technological changes. That ensures a smooth path forward in an ever-evolving technical landscape.