WTWH Media renames itself Arrowfly as it grows beyond trade publishing

Key points

• WTWH Media, a Cleveland, Ohio-based trade publisher founded over 20 years ago, officially renamed itself Arrowfly in 2025.
• Arrowfly's portfolio now spans more than 40 specialist media brands and more than 45 industry events.
• The company serves professionals across three broad sectors: Engineering; Healthcare and Life Sciences; and Food, Retail, and Hospitality.
• The Robot Report, RoboBusiness, and Robotics Summit and Expo all continue under the Arrowfly umbrella with no editorial changes.

A publishing company that built its reputation covering robots and engineering equipment just got a new name. WTWH Media, the Ohio-based parent of The Robot Report, announced it is rebranding as Arrowfly, effective immediately.

The name is new. The newsrooms are not.

Arrowfly says nothing changes for readers or event attendees. The editors, the beats, the events calendar: all stay put. The company describes the rename as a way to give its brand a shape that matches what the business has actually become, a media group that now runs more than 40 specialist publications and more than 45 conferences and trade expos across three industry sectors.

Think of it like a local bookshop that grew into a small chain and finally put a name above every door.

"We built this company by earning the trust of professionals in industries where editorial authority matters," said Matt Logan, Arrowfly's chief executive. "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."

What does this mean for Robot Report readers?

For anyone who reads The Robot Report or attends RoboBusiness, the honest answer is: very little changes day-to-day. The masthead now reads "an Arrowfly brand" rather than "a WTWH Media brand," but the editorial team and coverage areas remain the same. Sponsors and event partners see the rebrand as a signal of growth rather than a change in direction.

Arrowfly's stated goal is expansion. By grouping its Engineering, Healthcare and Life Sciences, and Food, Retail, and Hospitality networks under one umbrella name, the company positions itself to pitch advertisers and event sponsors across all three sectors at once, rather than selling each brand separately. That is a common move for specialist media groups once they reach a certain scale.

For ordinary professionals who use these publications to track their industries, the practical upshot is straightforward. Keep reading. The bylines stay the same.

The Robot Report, which first reported the announcement, noted that the rebrand "reinforces the strength of our community while positioning the company for future growth."