Building a Dual Growth Flywheel at GitLab with Nick Veenhof
The Business of Open Source18 Jun 2025

Building a Dual Growth Flywheel at GitLab with Nick Veenhof

This week on The Business of Open Source, I spoke with Nick Veenhof, Director of Contributor Success at GitLab. GitLab has probably the most well-articulated open source strategy out there, and we talked about the two main prongs of that strategy, the co-create strategy and the dual flywheel strategy. We also talked about incentivizing individuals versus incentivizing companies and how to build recognition system as part of the way to encourage people to contribute. We also talked about how to make sure that contributing is accessible — thinking about the “time to success” for contributors in a similar way as how you would think about time to value for software users.


The dual flywheel strategy


This strategy is based on the idea that as an open source company you want to simultaneously push growth in your open source user base and your customer base, and that the two should reinforce each other.


The co-create strategy


The co-create strategy involves encouraging paying customers to contribute to the open source project. In other words, customers who are already paying are encouraged to also invest engineering resources to improve the product. Nick said that this has obvious benefits for GitLab, but it also has benefits for the customers. They end up with a much better understanding of the product, and end up getting more out of the product then they would otherwise.


If you want to learn more, I highly recommend having a look at the GitLab Handbook, particularly the section on strategy.

And if you want more information about working with me, check out the options here.

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