diff --git a/unwind/__main__.py b/unwind/__main__.py
index e802831..08da1a0 100644
--- a/unwind/__main__.py
+++ b/unwind/__main__.py
@@ -1,9 +1,11 @@
 import argparse
 import asyncio
 import logging
+import secrets
+from base64 import b64encode
 from pathlib import Path
 
-from . import config
+from . import config, db, models, utils
 from .db import close_connection_pool, open_connection_pool
 from .imdb import refresh_user_ratings_from_imdb
 from .imdb_import import download_datasets, import_from_file
@@ -11,6 +13,38 @@ from .imdb_import import download_datasets, import_from_file
 log = logging.getLogger(__name__)
 
 
+async def run_add_user(user_id: str, name: str, overwrite_existing: bool):
+    if not user_id.startswith("ur"):
+        raise ValueError(f"Invalid IMDb user ID: {user_id!a}")
+
+    await open_connection_pool()
+
+    async with db.new_connection() as conn:
+        user = await db.get(conn, models.User, imdb_id=user_id)
+
+    if user is not None:
+        if overwrite_existing:
+            log.warning("⚠️ Overwriting existing user: %a", user)
+        else:
+            log.error("❌ User already exists: %a", user)
+            return
+
+    secret = secrets.token_bytes()
+
+    user = models.User(name=name, imdb_id=user_id, secret=utils.phc_scrypt(secret))
+    async with db.transaction() as conn:
+        await db.add_or_update_user(conn, user)
+
+    user_data = {
+        "secret": b64encode(secret),
+        "user": models.asplain(user),
+    }
+
+    log.info("✨ User created: %a", user_data)
+
+    await close_connection_pool()
+
+
 async def run_load_user_ratings_from_imdb():
     await open_connection_pool()
 
@@ -91,6 +125,26 @@ def getargs():
         const="load-user-ratings-from-imdb",
     )
 
+    parser_add_user = commands.add_parser(
+        "add-user",
+        help="Add a new user.",
+        description="""
+            Add a new user.
+        """,
+    )
+    parser_add_user.add_argument(
+        dest="mode",
+        action="store_const",
+        const="add-user",
+    )
+    parser_add_user.add_argument("--name", required=True)
+    parser_add_user.add_argument("--imdb-id", required=True)
+    parser_add_user.add_argument(
+        "--overwrite-existing",
+        action="store_true",
+        help="Allow overwriting an existing user.  WARNING: This will reset the user's password!",
+    )
+
     try:
         args = parser.parse_args()
     except TypeError:
@@ -115,6 +169,8 @@ def main():
 
     if args.mode == "load-user-ratings-from-imdb":
         asyncio.run(run_load_user_ratings_from_imdb())
+    elif args.mode == "add-user":
+        asyncio.run(run_add_user(args.imdb_id, args.name, args.overwrite_existing))
     elif args.mode == "import-imdb-dataset":
         asyncio.run(run_import_imdb_dataset(args.basics, args.ratings))
     elif args.mode == "download-imdb-dataset":