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HubSpot’s partner peer-to-peer networking program.

Partner User Groups (PUGs)

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What are Partner User Groups?

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Partner User Groups, fondly known as PUGs, are HubSpot’s networking groups designed for partners, by partners, to connect on a peer-to-peer level. PUGs welcome solutions partners, providers, and app partners alike! Within your PUG, you’ll encounter partners who share similar challenges — whether it’s navigating hiring during uncertain times, developing efficient organizational charts, or managing HubSpot sales and services. Work together to tackle business challenges while building valuable connections within the partner community. Each small group, carefully curated by HubSpot, consists of up to 20 partners in similar roles and regions. Only 10 groups, at most, will be formed per cohort. A PUG Champion is chosen to organize and lead virtual monthly group meet-ups.

 

New this Year!

PUGs are now offered in 6-month cohorts, launching twice per year in H1 and H2. The first cohort will run from March to August 2026, followed by a second cohort from October 2026 to March 2027. This structure is designed to increase engagement, momentum, and accountability within each group. Champions lead monthly meetups centered around a defined topic, while members join based on shared interests, creating more focused and impactful peer learning experiences. Champions may choose to lead the same group across multiple cohorts.

What’s the Role of a PUG Member?

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Attend each virtual monthly meeting.
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Actively participate in discussions and contribute ideas on how to solve problem-based topics.

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Be engaged and active in the PUG Community.

What's the Role of a PUG Champion?

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Plan monthly meetings and coordinate an ideal recurring day for the group to meet.
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Host meetups and facilitate conversations amongst partners.
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Share meeting debriefs and engage with members.

Who's a Good Fit to Apply?

A good fit for a PUG Member is someone who meets the following criteria:

  • Is active and in good standing with HubSpot.
  • Is committed to attending and participating in meetings.
  • Is eager to connect and network with other partner peers in similar roles.

A good fit for a PUG Champion is someone who meets the following criteria:

  • Is committed to scheduling, planning, and debriefing each meeting on the private Community board.
  • Has previous experience in HubSpot programs (i.e. PAC, Project Lion, HUGs, etc.)
  • Is comfortable leading and facilitating conversations.
  • Eager to engage and network with partners.
  • Brings a diverse perspective and represents the increasing diversity of our partners.

PUG Applications

Applications for 2026 PUG Champions Cohort 1 are now open!
Partners can apply to lead a group here! The applications open on January 5 and close on January 23.
 
PUG Member applications will open in February. Stay tuned!

Frequently Asked Questions

PUGs are open to all solutions partners, app partners, and providers!

PUG Champion applications are initially assessed by the HubSpot team. Member applicants will then later apply for groups tailored to their specific role (e.g., sales/account representative, owner/CEO, etc.) and their geographic region. If there is an excess of interest in a single group, an additional group on the same topic may be formed.

PUG meetings are held monthly over the course of the year for at least one hour each. PUG members are expected to come prepared to each meeting with ideas and talking points based on the predetermined topic. PUG Champions are expected to commit extra time to determine topics, and schedule and host these meetings. 

Missing multiple meetings could result in being excused from the program.

PUGs will have their own Slack channel to collaborate, have discussions, pose questions, share resources, and network with other groups outside of monthly meetings.

PUGs now operate in 6-month cohorts, launching twice per year in H1 and H2. The H1 cohort runs from March to August, and the H2 cohort runs from October – March. This structure helps create more focused groups, stronger engagement, and clearer commitments for both Champions and members. Champions lead monthly meetups around a defined topic, and members join based on shared interests. Champions may also choose to lead the same group across multiple cohorts.

All partners and providers, regardless of tier, are encouraged to apply. You must be a people manager or higher to participate. Please note, that we group PUG members on the individual level, not your company. Said another way, you as an individual are expected to attend each meetup — team member substitutions are not recommended. 

The PUGs team will email you after we have reviewed your application, and we will let you know if you have been grouped in a PUG or selected to be a PUG Champion.

Yes! If you're not grouped this year, we highly encourage you to apply again next year. Previous PUG Champions can reapply to be a Champion again or a general member.

All PUGs are hosted in English by default. However, if there's enough interest in a different language, we will try to group those individuals.