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?