Hey everyone,

Hope you’ve had a great week! This week’s a quarterly special so I’m taking a moment to reflect on the past three months. It’s been anything but quiet and I want to give you a proper behind-the-scenes look at where we’re at and where we’re heading. There’s still a lot to do but our commitment hasn’t changed. FulGaz remains a boutique, community-led platform and we’re here to keep building it with you.

#1 Business

Back in February, we made a clear commitment that as long as you’re riding, we’ll keep FulGaz running. At the time of acquisition, FulGaz had 20,947 subscribers (shared in the Q1 update). As of the end of June 2025 we’re at 17,287. That’s a 17.5% drop, still within the healthy range, especially given that Q2 is historically the weakest quarter for indoor cycling platforms.

These numbers were expected, hence setting the goal to retain ~80%. The biggest churn drivers were the upcoming removal of IRONMAN content on Sep 30, 2025 and general uncertainty around FulGaz’s future. Both totally fair. But to those who stayed, especially the 70% on annual plans, thank you. Your trust gives us the confidence to keep building.

While churn is healthy, new subscriber acquisition has slowed more than expected. The January news about FulGaz sunsetting made headlines. The February reversal didn’t. Since then, we’ve kept our heads down to prove that we’re serious, not chasing attention. But with the indoor season approaching it’s time to go on the offensive.

We’ll be kicking off marketing campaigns across social, YouTube and Google search to make sure the world knows FulGaz is still here and going. And your testimonials will be at the heart of social media marketing so please keep them coming, they’re the core pillar of our community-led marketing.

To sweeten the deal, FulGaz kits are officially happening. We’re finalising designs now and will launch a proper pre-order (aiming for September). Everyone who has already sent in a video testimonial or sends one in one until we reach 100 to support@fulgaz.com will receive one for FREE! Just a small way of saying thanks.

Q2 certainly still was about navigating the churn wave and calming the uncertainty. Q3 will be about getting the word out and rebuilding FulGaz’s marketing muscle.

#2 Product

We hit some bumps here and starting with a big one. Our lead developer, Moray, who had been with FulGaz from the very beginning, moved on to a new opportunity at the start of May. All in good spirit, but still a big loss. Especially as we were wrapping up the long awaited Xamarin to MAUI migration.

So for several weeks we had no dedicated client developer. The small engineering team assembled from ROUVY had to focus on critical backend work, updating libraries and packages across FulGaz systems, particularly the Members portal. If you’ve been following the Friday updates, you’ll know this turned into a deeper rabbit hole than expected and blocked two other priorities which was the CDN migration and Garmin automatic upload. Both are now pushed to the Q3 roadmap.

The good news is that we found a workaround so we don’t need to rush the FulGaz Members update out before July 10. It’ll still get tested properly before launch. Once again, thanks for your patience as we tackle this less visible, but still very crucial work. Your feedback on feedback.fulgaz.com has been invaluable and we’re aiming to prioritise top requests and release improvements around September as the indoor season begins.

While product updates took a hit the content pipeline stayed strong. We’ve released monthly drops, launched new tours and continued the weekly challenges from John Hallas. Pete and Klem have kept FulGaz doing what it does best, delivering premium, real content.

Speaking of content, we’ve reopened new content submissions and are shaping a rewards programme for the most active contributors. Expect more on that in Q3.

#3 People

Given the product challenges we’ve faced, the deeper understanding we’ve gained of the codebase and infrastructure and a clear signal from subscriber trends (strong retention, but tougher acquisition), we’ve decided it’s time to go a bit on the offensive.

We’re expanding the FulGaz team. Five new colleagues will be joining Pete and Klem to help us move faster and more confidently. Well, three, actually. We’ve already hired a new tester who starts in September and we’ve had a client developer on board for a couple weeks now.

This should send a clear signal, we’re serious about FulGaz. Serious about making it more reliable. And serious about keeping it exactly what we said it would be, community-led and proudly boutique.

That’s it for this week. Thanks again for riding with us and being part of the journey, have a great weekend and, as always, stay fit and keep riding.

~Erik