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Case Study

HubSpot Custom Object Architecture and Membership Automation for NRCHA

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6

Custom Objects Implemented Across HubSpot CRM

30
+

Custom Properties and Calculated Fields Configured

20
+

Automated Workflows Supporting Programs and Events

BUILD & GOVERN:

Designing a scalable HubSpot architecture for programs and memberships

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The Client

The National Reined Cow Horse Association (NRCHA) is a member-driven organization managing competitive events, horse registrations, earnings programs, sponsorships, and memberships across the United States. As NRCHA expanded its programs and revenue streams, the organization required a CRM capable of modeling complex horse lineage, earnings attribution, event participation, and sponsorship workflows while supporting membership communications and reporting. NRCHA partnered with Aptitude 8 to design and implement a highly customized HubSpot architecture to serve as the operational backbone for programs, events, sponsorships, and membership management.

The Challenge

As NRCHA’s programs and operational complexity grew, legacy systems and manual processes limited scalability and visibility:

Fragmented Horse and Earnings Data: Horse records, earnings, and event participation were not centrally modeled, limiting visibility into relationships between horses, owners, breeders, riders, and sires.

Lack of Structured Program Attribution: Earnings required controlled allocation across multiple related parties with varying payout logic that could not be managed consistently.

Disconnected Sponsorship Sales Processes: Show-level and annual sponsorships required separate sales motions, pipelines, and quoting workflows that did not exist.

Manual Registration and Nomination Workflows: Event registrations and nominations relied on manual review with no automated acceptance, rejection, or communication flows.

Limited Membership Visibility and Automation: Membership subscriptions and renewals were managed outside HubSpot, restricting segmentation, reporting, and lifecycle automation.

Training and Adoption Gaps: Teams needed clear guidance on how to operate within a complex, custom data model at scale.

Aptitude 8 was engaged to design a scalable HubSpot data model, automate core workflows, integrate memberships, and deliver enablement.

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The Solution

Aptitude 8 executed a phased engagement to establish HubSpot as NRCHA’s system of record for programs, events, sponsorships, and memberships.

Phase 1: Discovery & Data Model Design

  • Conducted discovery sessions to validate operational and reporting needs
  • Designed a custom HubSpot data model for horses, shows, earnings, and registrations
  • Defined object relationships and association labels

Phase 2: Custom Object Implementation

  • Built custom objects for Horses, Shows, Earnings, and Show Registrations
  • Implemented association labels for lineage, ownership, and attribution
  • Configured calculated properties and workflows for earnings logic

Phase 3: Sponsorship Pipelines & Quoting

  • Created separate pipelines for show-specific and annual sponsorships
  • Built standardized sponsorship line items
  • Implemented a branded custom quote template

Phase 4: Registration & Program Automation

  • Built event-specific registration and nomination forms
  • Implemented deduplication logic using AQHA and APHA identifiers
  • Automated acceptance, rejection, and program workflows

Phase 5: Membership Integration

  • Integrated Stripe subscriptions into HubSpot using Zaybra
  • Built membership segmentation lists
  • Automated membership confirmation workflows

Phase 6: Reporting & Enablement

  • Built reports and dashboards for programs and sponsorships
  • Delivered three live training sessions
  • Provided documentation and train-the-trainer support
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The Outcome

NRCHA’s operations were consolidated into a centralized, custom HubSpot ecosystem designed to support programs, sponsorship revenue, and membership management:

  • Centralized horse, earnings, and event data in a single system of record
  • Automated registration and nomination workflows reducing manual effort
  • Structured sponsorship sales processes supporting multiple revenue models
  • Integrated membership management with segmentation and automation
  • Improved reporting and governance across programs and leadership teams

Strategic Impact

This engagement positioned HubSpot as NRCHA’s central operational platform for programs, events, sponsorships, and memberships. With governed data models, automated workflows, and structured sales processes, the organization can now:

  • Manage complex horse and earnings relationships with confidence
  • Scale programs without increasing manual overhead
  • Track sponsorship revenue consistently across events and annual deals
  • Engage members through segmented, automated communications
  • Operate independently with a clear, scalable system foundation
6

Custom Objects Implemented

Core operational objects powering programs, events, and memberships.

 

30+

Custom Properties Configured

Calculated fields supporting earnings attribution, programs, and reporting.

20+

Automated Workflows Deployed

Automation replacing manual processes across programs and events.

 

3

Revenue Pipelines Launched

Dedicated pipelines for show-level and annual sponsorship sales.

 

The Tools

New Tech Stack

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HOW WE SET YOU UP FOR SUCCESS

Next Steps

With HubSpot established as a fully customized system of record, NRCHA now operates with structured data models, automated workflows, and scalable sponsorship and membership processes. The organization is positioned to expand programs, onboard additional events, refine earnings attribution, and deepen reporting across horses, sponsors, and members. With a governed architecture and trained internal teams, NRCHA can continue evolving its HubSpot instance through future enhancements and ongoing optimization as programs and operational needs grow.





About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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