Arrowfly Rebrands and Expands B2B Reach
WTWH Media Rebrands as Arrowfly, Expanding Omnichannel B2B Platform After Strategic Acquisitions
Key Points
Arrowfly's brand portfolio includes engineering-focused brands The Robot Report, RoboBusiness, and Robotics Summit & Expo; healthcare and life sciences outlets such as Home Health Care News; and food/retail titles like CStore Decisions and FSR magazine, along with related conferences (CStore Connections, CStore Momentum, and QSR Evolution Conference).
Arrowfly is Cleveland, Ohio-based, underscoring the company’s regional roots as it expands its omnichannel B2B media, events and marketing platform.
Clara, Arrowfly's proprietary marketing platform, provides real-time dashboards for advertisers, offering visibility into campaign performance and replacing traditional end-of-campaign reporting with live metrics on engagement, audience quality and conversions.
The rebrand followed Mountaingate Capital's 2022 partnership and subsequent acquisitions that broadened Arrowfly’s footprint into healthcare systems, senior care, behavioral health, engineering and foodservice.
WTWH Media, the Cleveland-based B2B trade publisher, has rebranded as Arrowfly — a move that signals its shift from a niche trade publisher into a full-scale omnichannel media and marketing company. The new name now sits above more than 40 vertical media brands and over 45 events, according to Design World, Home Health Care News, and Hospice News.
Individual publications and events will keep their existing names. Readers of titles like FSR magazine or The Robot Report will see no change on the front end. But behind the scenes, everything now operates under one unified corporate identity: Arrowfly.
From Trade Publisher to Three-Network Media Platform
Arrowfly organizes its portfolio into three industry networks: Engineering; Healthcare and Life Sciences; and Food, Retail, and Hospitality. Each network houses well-known vertical brands. Engineering includes The Robot Report, RoboBusiness, and Robotics Summit & Expo. Healthcare covers Home Health Care News, Hospice News, and Skilled Nursing News. Food and retail titles include CStore Decisions, FSR magazine, and events like the QSR Evolution Conference.
The company says its mission is to connect hard-to-reach professional communities through journalism, market intelligence, and in-person events. That combination — content plus conferences plus data — is what sets the new Arrowfly model apart from a traditional trade publisher, Home Health Care News reported.
Mountaingate Capital Deal Fueled Years of Acquisitions
The rebrand did not happen overnight. It follows a 2022 partnership with Mountaingate Capital, a private equity firm that backed a wave of acquisitions. Those deals pushed WTWH into new verticals: healthcare systems, senior care, behavioral health, engineering, and foodservice. Each acquisition added brands and events to what is now the Arrowfly portfolio.
Matt Logan was named CEO in 2025, marking a leadership change as the company enters this new phase. The appointment signals Arrowfly is focused on growth, while keeping the editorial independence that its individual brands have built over the years, according to Home Health Care News.
Clara Platform Replaces Old-School End-of-Campaign Reports
One of Arrowfly's key tools for advertisers is Clara, its proprietary marketing platform. Clara gives advertisers real-time dashboards instead of waiting for end-of-campaign reports. Marketers can track engagement, audience quality, and conversions as they happen — not weeks after a campaign ends.
That kind of live data is a selling point for B2B marketers who need to justify ad spend quickly. Arrowfly is positioning Clara as a core part of what makes its platform different from a standard media buy, MassDevice reported.
Cleveland Roots Intact as Arrowfly Scales Nationally
Arrowfly remains headquartered in Cleveland, Ohio. The company's regional base has not changed even as its brand footprint has grown to span engineering, life sciences, foodservice, senior care, and retail trade media across the country.
The rebrand is designed to make that scale visible. A single parent name — Arrowfly — gives the company a cleaner identity when pitching advertisers, recruiting talent, or pursuing future acquisitions. As Hospice News put it, the new name reflects "the company's transformation" into something larger than its trade-publishing origins.
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