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September 24, 2026Event Content Onsite Experience

UNBOUND 2026 Recapped: Going Boundless in the Outcomes Era

Fourteen thousand registrants, three days in Boston and one brand-new chapter, this year our community experienced the very first UNBOUND.

Yes, there was a new name (no pressure after fifteen years of brand equity). But this year was about more than changing that one letter. UNBOUND marked the beginning of a new era for our event and we wanted the experience to feel new, too.

That thinking inspired our Boundless Experience, designed to give attendees more ways to think differently, make meaningful connections, get hands-on, and discover something unexpected along the way.

Over three very full days, they did exactly that. There were big ideas and bigger questions; new tools to try and old assumptions to reconsider; and conversations with astronauts, actors, entrepreneurs, builders, and leaders. There was basketball, pool, embroidered hats, a slime wall, and countless moments that captured what it means to be boundless.

Welcome to UNBOUND

UNBOUND came to life across packed stages, hands-on activations, community spaces, and plenty of conversations in between. The energy was all about exploring what's next and figuring it out together. Catch the UNBOUND rewind below, then revisit the soundtrack of the week with our official Spotify playlist.

HubSpot Spotlight: Welcome to the Outcomes Era

HubSpot CEO Yamini Rangan opened UNBOUND with a new way to think about AI: less chasing, more choosing. The Outcomes Era is about focusing AI on the results that matter, giving it the right data and context, and combining its capabilities with the judgment only people can bring.

“The floor on building has come down. But the ceiling on thinking has gone up.” — Yamini Rangan (CEO, HubSpot)

HubSpot Chief Product and Technology Officer Duncan Lennox then showed what that looks like in practice, unveiling a self-updating CRM, Growth Context, Context Home, and the all-new Breeze Assistant—a new way for teams to turn context into action and action into outcomes. Then, Chief Customer Officer Jon Dick closed out HubSpot Spotlight with customers sharing how they’re turning that vision into measurable results across their go-to-market teams. Watch the full HubSpot Spotlight on-demand.

Explore all of the HubSpot Spotlight announcements →

Main Stage Highlights

Beyond HubSpot Spotlight, Main Stage brought together leaders from business, sports, entertainment, and beyond to explore what it takes to keep building and growing through change.

Growing Better in the Age of the Builder with Dharmesh Shah

HubSpot co-founder and CTO Dharmesh Shah made the case that AI is turning more of us into builders, shrinking the distance between an idea and what we can create. His advice: focus less on chasing the latest model and more on giving AI the context, direction, and outcomes it needs to deliver real value. Watch his full session on YouTube.

How the 5 Second Rule Moves Teams Forward with Mel Robbins

Mel Robbins brought her signature frameworks into the workplace, exploring how intention, clear expectations, and decisive action can help leaders and teams move forward through uncertainty. Sometimes progress is about making a move and learning from what happens next instead of finding the perfect next move first.

Operating at the Edge with Astronaut Suni Williams

NASA astronaut Suni Williams shared what an eight-day mission that unexpectedly became 286 days taught her about operating when the original plan no longer applies. Her conversation with Miles O'Brien explored trust, resilience, teamwork, and solving the problem in front of you when circumstances change.

Building Something That Lasts with Cynthia Erivo

Cynthia Erivo joined Ari Shapiro to talk about the curiosity, intention, and hard work behind a creative career built to last. From deliberately choosing work that challenges her to knowing when to change direction, she advocated for treating growth as an ongoing practice. Replay her top takeaways on YouTube for a limited time only.

What Winning at Scale Actually Requires with Tom Brady

The GOAT returned to New England for a conversation with HubSpot co-founder Brian Halligan about the work behind sustained success. From treating practice like the big game to getting comfortable being bad at something new, Brady's message centered on preparation, repetition, and getting a little better every day. His session is available now on YouTube, but only for a limited time!

UNBOUND Presents with Aziz Ansari

After a week of talking AI, business, and growth, Aziz Ansari gave attendees something else to think about: absolutely nothing work-related. Attendees traded prompts for punchlines as Aziz brought a change of pace to Main Stage for an evening of comedy.

Beyond Main Stage

Across 200+ sessions, practitioners, founders, operators, and HubSpot experts dug into the challenges growth teams are navigating right now—from putting AI to work and winning in answer engines to rebuilding revenue motions, strengthening customer connections, and figuring out which bets are actually worth making.

Speakers including Grant Lee, Aja Frost, Beth Dunn, Kyle Jepson, Jay Schwedelson, Nancy Harhut, and many more brought real frameworks, data, and lessons from the work they’re doing now. The goal: fewer hypotheticals, more ideas attendees could actually take back to their teams.

New Spaces, New Ways to Connect

This year, new spaces gave attendees more ways to find people with shared roles, industries, identities, and interests and made networking feel a little less like networking.

The Sync

Built around role-based connections, The Sync gave attendees a place to meet peers tackling similar challenges. At brand:YOU, attendees could turn a 90-second quiz into a personalized brand kit, headshot, and LinkedIn assets, while Wearers of Many Hats offered custom embroidered hats with job titles that better reflected everything people actually do.

The Sector

Industry conversations got a pool-hall-inspired home at The Sector. Between meetups, attendees could create custom industry stickers, find their HubSpot User Groups with HUG coasters, and Break the Ice, Break the Rack with conversation prompts built right into the pool table experience.

The Spot

Centered around identity and belonging, The Spot brought together the All Black Collective, Conéxion, LGBTQ+, Neurodivergent, and Women communities in a space inspired by an East Coast house party. Meetups, trivia, Mahjong, dominoes, family recipes, and even a bathroom selfie moment made it a place designed to hang out, not just pass through. Get a full house tour.

Getting Hands-On at HubSpot House

HubSpot House brought the HubSpot ecosystem to life through demos, customer stories, expert guidance, and plenty of opportunities to get hands-on. Attendees could explore how context powers AI, see Hubs and Agents working together, and get practical support for putting it all to work.

At Loop & Hoop, attendees put both their brand visibility and basketball skills to the test, using the AEO Grader to score their presence in AI answers before hitting the loop-shaped court. The HubSpot Academy Skills Gym offered coaching and certification support, while the Builder Bar gave builders, admins, and developers a closer look at HubSpot’s technical capabilities.

And at HubSpot Media Rewind, today’s podcasts and video content got a decidedly ’90s remix through custom VHS tapes and CDs—a nostalgic reminder that formats change, but great stories find their audience.

Creativity Got Hands-On, Too

At the Plasticity Lab, neuroscience met creativity through three tactile experiences built around Focus, Discover, and Release. Attendees explored different modes of creative thinking, and, in the case of the life-size slingshot slime wall, got very hands-on with the “Release” part. See the slime in action.

Less Presenting, More Participating

Unplugged Studio swapped presentations for facilitator-led, small-group sessions with one notable rule: no phones. Through Thinking About Thinking, The Judgment Zone, and The Game Plan, attendees challenged the habits behind their decisions, separated strategic thinking from knee-jerk reactions, and explored how to keep moving when plans change.

The goal was time to actually work through the ideas.

Another Kind of Networking

At the Braindate Lounge, attendees skipped the traditional networking script in favor of 30–45 minute, participant-led conversations around topics they actually wanted to discuss. One-to-one or in small groups, Braindates created space to swap knowledge, compare notes, and get surprisingly specific about everything from AI strategy to leadership challenges. This year, attendees took part in 400+ Braindates!

Our Partners Brought Their A-Game, Too

Across the show floor, UNBOUND partners and sponsors brought their own mix of demos, games, giveaways, photo ops, and experiences.

Attendees could explore Boston with AdRoll, drop into CallRail’s vinyl-inspired Listening Lounge, get hands-on with demos from OpenAI, build with LEGO at Vivun, customize swag with Sendoso, race Mario Kart with Vendelux, and encounter everything from close-up magic to a Rubik’s Cube-solving robot.

The Tech Stack Showcase also returned to Boston with curated 20-minute demos, giving attendees another way to discover the integrations, partners, and tools that could make their tech stacks smarter and more connected.

UNBOUND On-Demand + What’s Next

Couldn’t make every session? We’ve got you. Many of our Main Stage, HubSpot Heroes Stage, and Ballroom education sessions will roll out on the @HubSpotLive YouTube channel in the weeks ahead, giving you another chance to catch what you missed or revisit the sessions that left your Notes app working overtime. Hit subscribe on @HubSpotLive so you don’t miss the next UNBOUND session to drop.

One heads-up: some recordings will only be available for a limited time. Check the release schedule and plan your watchlist before they’re gone.

Watch UNBOUND On-Demand →

Until Next Time…

To everyone who joined us in Boston (and everyone who followed along from afar) thank you for making the first UNBOUND one to remember.

A new name may have marked the beginning, but it was the ideas shared, connections made, and energy you brought to every corner of the event that made UNBOUND what it was.

The first UNBOUND is officially in the books. Stay tuned: tickets for UNBOUND 2027 go back on sale this Cyber Monday, November 30. See you next year!