ServiceNow User Group (SNUG) Leader Guidelines

Tanvi A Gokhale — Wed, 02 Sep 2026 21:09:22 GMT

What It Takes to Lead a ServiceNow User Group

Being a ServiceNow User Group (SNUG) leader is about creating space where practitioners show up to learn, connect, and grow together. It's rewarding work and it comes with clear expectations. Here's an overview of what you need to know:

The Core Commitment

ServiceNow User Groups (SNUGs) are local community gatherings for practitioners to share real-world knowledge and build long-term connections. They vary in size, and are often simple gatherings held at local restaurants and office spaces. If you're approved as a ServiceNow User Group (SNUG) leader, you're committing to:

Hold at least one event per quarter. That's the baseline. You're building momentum and giving your community a reason to stay engaged. More than one per quarter? No problem.
Keep events free, public, and first-come, first-serve. No exceptions. No priority lanes. SNUG events are for all ServiceNow users (even practitioners from multiple partner companies), and they work because everyone is invited.
Follow the Community Code of Conduct. As a leader, you're not just a participant, you're the standard-setter. How you show up shapes everything else.
A chapter can have up to 5 leaders. You don't have to do this alone. Build a leadership team to share the workload and keep the community engaged. Chapters thrive with multiple organizers from various backgrounds, and new leaders may be paired with other interested leaders to start a chapter.

How to Participate as a ServiceNow Partner

ServiceNow is grateful to all our partners and the amazing work they do. Partner involvement in ServiceNow User Groups is about long-term, helpful relationships and building a community. If you're a ServiceNow User Group (SNUG) leader who works at a partner organization:

Lead as a community member, not as a representative of a company. Show up as a practitioner, not a company representative. Your expertise is valuable, but your pitch doesn't fit here.
Know that leading a chapter doesn't convey exclusive status. Other partners can attend, present, and sponsor at your event. Selection as a chapter leader doesn't give your organization preferred access as a sponsor.
Partner attendees can present, sponsor, or lead, but they follow the same rules as everyone else: no pitching and no recruiting.
Sponsoring an event doesn't mean ownership or exclusivity over a chapter. Events can have multiple sponsors at a time.

The Boundaries (What's Off-Limits)

This is important. Some things are non-negotiable:

No selling, recruiting, or pitching. SNUG events are peer-to-peer spaces. People come to learn and connect with other practitioners.
No VIP lanes or reserved spots. First-come, first-serve means everyone gets equal access. No holding spots for MVPs, ServiceNow partners, or anyone else.

Why This Matters

These rules exist so that ServiceNow User Groups (SNUGs) remain a genuine peer-to-peer, community space. No hidden agenda.

When you hold that line as a leader, you are building something worth showing up for. That's what makes a SNUG a true ServiceNow User Group.

Getting Approved as a Chapter

To start a new ServiceNow User Group (SNUG) chapter:

Join a Chapter Leader Interest Meeting and then submit an application which will be reviewed by the ServiceNow Community Programs team
If multiple people apply to lead in the same geography, applications are evaluated on a first-received basis among qualified applicants
ServiceNow retains final approval authority on all chapter decisions. Chapters are evaluated based on a range of criteria including geography, leader qualifications and intent, and target audience

Ready to Lead?

Being a SNUG leader means putting real work into building expertise and connections in your community. If this resonates with you:

Join a Chapter Leader Interest Meeting – Hear directly from the ServiceNow Community Programs team on what it takes to be a SNUG leader.
Browse chapters near you – See what's already happening in your region.

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