diff --git a/bin/pyenv-sh-activate b/bin/pyenv-sh-activate
index 7d17293..c3f23f8 100755
--- a/bin/pyenv-sh-activate
+++ b/bin/pyenv-sh-activate
@@ -25,6 +25,30 @@ resolve_link() {
 unset FORCE
 unset QUIET
 
+# Define `before_activate` and `after_activate` functions that allow
+# plugin hooks to register a string of code for execution before or
+# after activating a virtualenv.
+declare -a before_hooks after_hooks
+
+before_activate() {
+  local hook="$1"
+  before_hooks["${#before_hooks[@]}"]="$hook"
+}
+
+after_activate() {
+  local hook="$1"
+  after_hooks["${#after_hooks[@]}"]="$hook"
+}
+
+# Load plugin hooks.
+OLDIFS="$IFS"
+IFS=$'\n' scripts=(`pyenv-hooks activate`)
+IFS="$OLDIFS"
+for script in "${scripts[@]}"; do source "$script"; done
+
+# Execute `before_activate` hooks.
+for hook in "${before_hooks[@]}"; do eval "$hook"; done
+
 while [ $# -gt 0 ]; do
   case "$1" in
   "--complete" )
@@ -258,3 +282,6 @@ if [ -d "${prefix}/conda-meta" ] ||
   esac
   shopt -u nullglob
 fi
+
+# Execute `after_activate` hooks.
+for hook in "${after_hooks[@]}"; do eval "$hook"; done
diff --git a/test/activate.bats b/test/activate.bats
index 8e74ce6..c644e4d 100644
--- a/test/activate.bats
+++ b/test/activate.bats
@@ -16,6 +16,11 @@ setup() {
   unset PYENV_VIRTUAL_ENV_DISABLE_PROMPT
   unset VIRTUAL_ENV_DISABLE_PROMPT
   unset _OLD_VIRTUAL_PS1
+  stub pyenv-hooks ""
+}
+
+teardown() {
+  unstub pyenv-hooks
 }
 
 @test "activate virtualenv from current version" {
diff --git a/test/hooks.bats b/test/hooks.bats
index 44352fe..88fffd5 100644
--- a/test/hooks.bats
+++ b/test/hooks.bats
@@ -40,3 +40,35 @@ OUT
   unstub pyenv-rehash
   teardown_version "3.5.1"
 }
+
+@test "pyenv-sh-activate hooks" {
+  cat > "${HOOK_PATH}/activate.bash" <<OUT
+before_activate 'echo "before"'
+after_activate 'echo "after"'
+OUT
+  export PYENV_VIRTUALENV_INIT=1
+
+  stub pyenv-version-name "echo venv"
+  stub pyenv-virtualenv-prefix ""
+  stub pyenv-prefix "venv : echo \"${PYENV_ROOT}/versions/venv\""
+  stub pyenv-hooks "activate : echo '$HOOK_PATH'/activate.bash"
+  stub pyenv-sh-deactivate ""
+
+  PYENV_SHELL="bash" PYENV_VERSION="venv" run pyenv-sh-activate
+
+  assert_success
+  assert_output <<EOS
+before
+export PYENV_VIRTUAL_ENV="${PYENV_ROOT}/versions/venv";
+export VIRTUAL_ENV="${PYENV_ROOT}/versions/venv";
+export _OLD_VIRTUAL_PS1="\${PS1:-}";
+export PS1="(venv) \${PS1:-}";
+after
+EOS
+
+  unstub pyenv-version-name
+  unstub pyenv-virtualenv-prefix
+  unstub pyenv-prefix
+  unstub pyenv-hooks
+  unstub pyenv-sh-deactivate
+}