diff --git a/cloud/cli.py b/cloud/cli.py
index e9d6819..e94342c 100644
--- a/cloud/cli.py
+++ b/cloud/cli.py
@@ -37,6 +37,8 @@ def create_groups():
 def reconcile_subscribers():
     """For every user, check their subscription status with the store."""
 
+    import threading
+    import concurrent.futures
     from pillar.api.blender_cloud.subscription import fetch_subscription_info
 
     service.fetch_role_to_group_id_map()
@@ -47,27 +49,45 @@ def reconcile_subscribers():
     user_count = found.count()
     log.info('Processing %i users', user_count)
 
-    for idx, user in enumerate(found):
-        log.info('Processing %i/%i %s', idx+1, user_count, user['email'])
+    lock = threading.Lock()
 
-        user_store = fetch_subscription_info(user['email'])
-        if not user_store:
-            log.error('Unable to reach store, aborting')
-            break
+    real_current_app = current_app._get_current_object()
 
-        if not user_store or user_store['cloud_access'] == 0:
-            action = 'revoke'
-            unsubscribed_users.append(user['email'])
-        else:
-            action = 'grant'
+    def do_user(idx, user):
+        log.info('Processing %i/%i %s', idx + 1, user_count, user['email'])
 
-        service.do_badger(action, 'subscriber', user_id=user['_id'])
+        with real_current_app.app_context():
+            user_store = fetch_subscription_info(user['email'])
+
+            if not user_store:
+                log.error('Unable to reach store, aborting')
+                return
+
+            if not user_store or user_store['cloud_access'] == 0:
+                action = 'revoke'
+                with lock:
+                    unsubscribed_users.append(user['email'])
+            else:
+                action = 'grant'
+
+            with lock:
+                service.do_badger(action, 'subscriber', user_id=user['_id'])
+
+    with concurrent.futures.ThreadPoolExecutor(max_workers=10) as executor:
+        future_to_user = {executor.submit(do_user, idx, user): user
+                          for idx, user in enumerate(found)}
+        for future in concurrent.futures.as_completed(future_to_user):
+            user = future_to_user[future]
+            try:
+                future.result()
+            except Exception as ex:
+                log.exception('Error updating user %s', user)
 
     if not unsubscribed_users:
         log.info('No unsubscribed users')
         return
 
-    print('The following users have been unsubscribed')
+    print('The following %i users have been unsubscribed' % len(unsubscribed_users))
     for user in unsubscribed_users:
         print(user)