Community-led marketing has become one of the most effective strategies for B2B growth. Research shows that every £1 invested in community returns an average of £6.40, and companies with strong communities grow revenue 2.1 times faster than those without. HubSpot User Groups provide a ready-made community infrastructure for businesses already invested in the HubSpot ecosystem.
HubSpot User Group (HUG): The Complete 2026 Guide
A HubSpot User Group (HUG) is a free, educational community event where HubSpot users and those interested in inbound marketing gather to learn, network, and share best practices. With over 100 HUGs operating across 35+ countries worldwide, these partner-led groups meet at least quarterly—either virtually or in person—providing ongoing professional development without any cost to attendees.
According to HubSpot's official programme data, over 500 HUG events were hosted globally in 2024 alone. For businesses looking to maximise their HubSpot investment, HUGs represent one of the highest-value free resources available—offering direct access to platform expertise, peer networking, and exclusive product announcements. Whitehat SEO, a HubSpot Diamond Solutions Partner based in London, runs one of the largest HubSpot User Groups globally, the Central London HUG, which has served the UK HubSpot community since the programme's early days.
Why HubSpot User Groups Matter in 2026
The HUG programme has evolved significantly since its inception. What began as primarily city-based meetups has expanded into five distinct categories:
- Regional/City-based HUGs – Local groups like the Central London HUG, Toronto HUG, and Oslo HUG
- Industry-focused HUGs – Manufacturing, Engineering, Construction, Legal Services
- Skill-based HUGs – Email Marketing, Social Media Management, Sales Forecasting
- Interest-based HUGs – Women in Tech, LatinX Marketers, LGBTQ+ Sales
- Product-based HUGs – HubSpot Admins HUG, Video HUG, Developer HUG
This diversification means professionals can now find communities tailored to their specific industry, role, or interest—not just their geographic location. For UK businesses considering inbound marketing strategies, HUGs offer a practical way to learn from peers who've already implemented similar approaches.
What Are the Benefits of Attending a HUG?
HubSpot User Groups deliver value that extends well beyond typical marketing events. According to community marketing research, 68% of members feel more loyal to a brand after joining its community, and community-led customers spend 24% more per purchase than non-community members.
Key benefits for HUG attendees include:
Free Expert Education – HUGs are hosted by experienced HubSpot Solutions Partners and top-performing customers who share practical, actionable expertise.
Peer Networking – Connect with marketing and sales professionals facing similar challenges, often from non-competitive industries where knowledge sharing flows freely.
Exclusive Product Announcements – HUG leaders receive early access to HubSpot product updates, which they share with members before general announcements.
Ongoing Community Support – Beyond quarterly events, HUGs maintain engagement through HubSpot's Community platform with discussion threads, AMAs, and resource sharing.
Real-World Case Studies – Learn from companies that have successfully implemented HubSpot strategies, with specific metrics and lessons learned.
The London HubSpot User Group exemplifies these benefits. Run by Whitehat SEO, the Central London HUG brings together marketing directors, sales leaders, and business owners who want to extract maximum value from their HubSpot investment. Past events have covered topics ranging from attribution reporting and marketing automation to AI-powered content strategies.
How Do I Join a HubSpot User Group?
Joining a HubSpot User Group is straightforward and completely free. HUGs are open to existing HubSpot users (both free and paid tiers), marketing and sales professionals considering HubSpot, business owners interested in inbound marketing, and anyone wanting to improve their marketing and sales knowledge.
Step 1: Find a HUG That Matches Your Needs
Visit events.hubspot.com to browse the official HUG Directory. You can filter by location, industry, skill focus, or interest area. With over 100 active HUGs, you'll likely find multiple groups relevant to your situation.
Step 2: Register for Upcoming Events
Each HUG page lists upcoming events with dates, topics, and registration links. Events are typically held quarterly, though some active groups meet more frequently. Registration is always free—simply provide your contact details to receive event information.
Step 3: Engage With the Community
After attending your first event, join the HUG's community space on HubSpot's Community platform. This is where members continue discussions, share resources, and stay connected between events.
UK Professionals: If you're based in or near London, the Central London HUG run by Whitehat SEO is one of the most established groups in Europe. The group's philosophy—"Educate, Inspire, Network & Have Fun"—reflects the practical, community-focused approach that has made it one of the largest HUGs globally.
How Do I Become a HUG Leader?
Leading a HubSpot User Group is a significant commitment that offers substantial professional benefits. According to HubSpot's official HUG FAQ, leaders should expect to dedicate approximately 5 hours per week to HUG activities, including event planning, speaker coordination, promotion, and community engagement.
Eligibility Requirements
HUG leaders must fall into one of these categories:
- HubSpot Solutions Partner employees
- HubSpot Academy Professors
- HubSpot Community Champions
- Direct HubSpot customers with demonstrated expertise
Leader Responsibilities
HUG leaders commit to hosting at least one event per quarter, signing an official Leader Agreement, maintaining active community engagement between events, and importantly, not using HUGs for direct lead generation. HubSpot explicitly states that HUGs should focus on education and community building rather than sales activities.
Benefits for HUG Leaders
HubSpot provides leaders with access to exclusive product announcements before general release, HUG Leader Training through HubSpot Academy, a password-protected Leader Resources Page, listing in the official HUG Directory, monthly promotional support, and occasional HubSpot speakers and presentation resources. These benefits position HUG leaders as thought leaders within the HubSpot ecosystem.
Applications for new HUG leaders open periodically—contact hugs@hubspot.com to enquire about current availability or visit HubSpot's leader application page.
The London HubSpot User Group: What to Expect
The Central London HUG, run by Whitehat SEO (a HubSpot Diamond Solutions Partner), is one of the largest and most established HubSpot User Groups globally. Since its founding, the London HUG has maintained a consistent focus on delivering practical value to attendees through expert presentations, peer networking, and access to HubSpot's latest features.
The London HUG is ideal for:
- Existing HubSpot users (free or paid) wanting to maximise their platform investment
- Marketing and sales executives evaluating HubSpot or exploring inbound marketing
- HubSpot partner agencies headquartered in London
- Business owners seeking to grow through inbound marketing and sales methodologies
Past London HUG events have featured speakers from HubSpot HQ, successful HubSpot customers sharing case studies, and Whitehat's own experts covering topics like SEO content strategy, marketing automation workflows, HubSpot CMS implementation, and attribution reporting. Whitehat also runs the Global SEO HUG, a virtual topic-based group focused on search engine optimisation within the HubSpot ecosystem.
Ready to join? Visit the London HUG page to register for upcoming events and join the waiting list for announcements.
What Happens at a HUG Event?
HUG event formats have evolved to match modern professional preferences. Most HUGs now offer hybrid formats—combining virtual accessibility with in-person networking opportunities. Virtual events eliminate geographic barriers, while in-person sessions provide deeper networking value. According to marketing research, 80% of professionals say in-person events remain the most trusted marketing channel.
Common HUG event formats include:
INBOUND Conference Recaps – HUG leaders share key announcements and insights from HubSpot's annual conference
Product Feature Deep-Dives – Detailed walkthroughs of new HubSpot features like AI Agents, ABM tools, and automation capabilities
Customer Case Studies – Real companies sharing their HubSpot transformation stories with specific metrics
Practical Tutorials – Hands-on sessions covering specific workflows, reports, or integrations
Tool Comparisons – Objective analysis of HubSpot versus alternatives for specific use cases
Most events run 60-90 minutes, with time allocated for Q&A and networking. Virtual events typically include polling and breakout rooms to maintain engagement—research shows 71% of virtual event organisers use polling to keep audiences attentive.
Frequently Asked Questions About HubSpot User Groups
Are HubSpot User Groups free to attend?
Yes, all HubSpot User Groups are completely free to attend. HUGs are designed to provide free education, networking, and community support for HubSpot users and anyone interested in inbound marketing methodology. There are no membership fees, event charges, or hidden costs.
Do I need to be a HubSpot customer to join a HUG?
No, HUGs welcome anyone interested in HubSpot or inbound marketing—you don't need to be an existing customer. Marketing professionals evaluating HubSpot, business owners exploring inbound strategies, and partner agency staff all participate regularly. HUGs are excellent resources for making informed platform decisions.
How often do HubSpot User Groups meet?
HUGs meet at minimum once per quarter, though many active groups host monthly events. The London HUG, for example, maintains a regular calendar of events throughout the year. Check your chosen HUG's page on events.hubspot.com for specific schedules.
Can I join multiple HubSpot User Groups?
Absolutely. Many professionals join both a regional HUG (like the Central London HUG) and topic-based HUGs that match their role or industry. With over 100 HUGs across five categories, you can build a personalised community network that addresses your specific professional development needs.
What's the difference between a HUG and INBOUND conference?
HUGs are free, local or virtual community events held quarterly throughout the year. INBOUND is HubSpot's annual flagship conference—a large-scale paid event with thousands of attendees, major product announcements, and keynote speakers. HUGs often recap INBOUND highlights for members who couldn't attend.
Get Started With HubSpot User Groups
HubSpot User Groups represent one of the most valuable free resources available for marketers and sales professionals—whether you're an experienced HubSpot user looking to deepen your expertise or just beginning to explore the platform. The community-led model creates genuine peer learning opportunities that conferences and training courses simply cannot replicate.
For UK-based professionals, Whitehat SEO's Central London HUG provides a welcoming entry point into the HubSpot community. As a HubSpot Diamond Solutions Partner, Whitehat brings deep platform expertise combined with practical UK market knowledge to every event.
Ready to Join the London HUG?
Register for upcoming events or get help maximising your HubSpot investment.
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References & Further Reading
- HubSpot User Groups – Official Programme Page – HubSpot.com
- HubSpot User Groups FAQs – HubSpot.com
- About HUGs – Events Portal – events.hubspot.com
- Marketing Statistics – HubSpot Research
- The State of Community Management – Community Roundtable
- London HubSpot User Group – Whitehat SEO
About Whitehat SEO: Whitehat is a London-based HubSpot Diamond Solutions Partner and inbound marketing agency. As leaders of one of the world's largest HubSpot User Groups, we help B2B companies maximise their HubSpot investment through onboarding, SEO, and strategic marketing services.
Learn more about Whitehat | View our services