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WTWH Media Transforms into Arrowfly: A New Era in B2B Media

In a significant move poised to reshape its identity in the B2B landscape, WTWH Media has announced its rebranding as Arrowfly. This transition aims to unify over 40 brands under a fresh banner that speaks to the company's evolution from a specialized trade publisher into a dynamic omnichannel B2B media, events, and marketing powerhouse. With the new name, Arrowfly, professionals across various sectors can anticipate a cohesive experience that merges trusted journalism with high-impact industry events.

The rebranding reflects a strategy designed to cater to professionals in three main industry networks: Engineering, Healthcare and Life Sciences, and Food, Retail, and Hospitality. Arrowfly's expansive portfolio now encompasses more than 40 vertical media brands and hosts over 45 industry events ranging from intimate corporate forums to large-scale conferences and expos. This extensive roster illustrates the company’s commitment to nurturing professional communities and providing editorial independence, expertise, and valuable insights accumulated over two decades.

Catalysts Behind the Rebrand

The rebrand follows an explosive period of growth for WTWH Media, significantly influenced by a strategic partnership established in 2022 with Mountaingate Capital. This partnership has allowed Arrowfly to broaden its industry reach much more dynamically. The company has has made strategic acquisitions, which have helped extend its footprint into vital sectors such as healthcare systems, senior care, behavioral health, engineering, and food service. The appointment of Matt Logan as CEO in 2025—an executive with over 25 years of experience in B2B media—has further solidified the company’s trajectory toward innovative growth and expansion.

"Our firm has built trust with professionals in sectors where the credibility of our editorial work matters significantly, and while the name Arrowfly signifies a new chapter, the foundation remains intact," said Matt Logan in a recent statement. "The initiative brings together the editors who understand their industries, create events connecting vendors and buyers, and foster communities relied upon for critical insights."

Central to Arrowfly's renewed vision is Clara, the proprietary performance platform transforming how marketing partners interact with data. Clara offers partners real-time visibility and performance metrics throughout their campaigns, doing away with retrospective reporting. Instead, transparent dashboards enable users to track key engagement metrics, audience quality, and conversion rates instantly.

Despite the significant corporate rebranding effort, Arrowfly’s individual media brands, established publications, and events will continue to exist under their respective names. The overarching name serves to enhance clarity regarding the communities and marketing solutions behind trusted brands, allowing partners and audiences to navigate Arrowfly's vast portfolio more easily.

About Arrowfly

Arrowfly is positioned as both a live and digital destination for professionals across engineering, healthcare, food, retail, and hospitality sectors. The company prides itself on delivering reliable journalistic content, high-profile industry events, and advanced digital measurement tools. This dedication is underpinned by a longstanding reputation for credibility and impartiality in the markets it serves.

As Arrowfly embarks on this exciting new chapter, industry insiders and partners look forward to witnessing how this transformation will unfold, further propelling essential B2B engagements and fostering deeper professional connections.

For those interested in learning more about Arrowfly and its offerings, detailed information is available at arrowfly.com.