After more than two decades operating as WTWH Media, the B2B publishing company behind a growing portfolio of trade publications and events—including Club + Resort Business and Club + Resort Chef—has a new name.
The company announced Monday that it has rebranded as Arrowfly. The move is a statement about how its business has evolved beyond traditional publishing into a media, events, and marketing platform serving professionals across engineering, healthcare and life sciences, and food, retail, and hospitality.
The company’s individual publications, media brands, and events will continue operating under their existing names.
The rebrand follows several years of growth for the company, including a strategic partnership with private equity firm Mountaingate Capital in 2022 and a series of acquisitions that expanded its presence across healthcare, engineering, foodservice, and senior care. The appointment of CEO Matt Logan last year also marked the beginning of a new chapter for the organization.
“We built this company by earning the trust of professionals in industries where editorial authority matters,” Logan said in a statement. “The name is new, but the foundation is the same: editors who speak each industry’s language, events that connect buyers and sellers who would never meet otherwise, and communities that professionals rely on for the insight and intelligence they need to make real decisions. Arrowfly gives us a brand that matches the scale and ambition of what we have become.”
Arrowfly oversees more than 40 industry media brands and produces more than 45 events annually, including the Chef to Chef Conference, C+RB’s Engagement Summit, and PlateCraft. The company said its focus will be bringing together professional communities through journalism, market intelligence, and in-person experiences.
Another piece of that strategy is Clara, the company’s proprietary marketing platform. The system provides advertisers with real-time performance dashboards that track engagement, audience quality, and conversions as campaigns are running.
For readers and event attendees, little will change aside from the corporate name. Publications and conferences will retain their existing brands. Arrowfly will serve as the umbrella organization behind them.
