For years, you’ve known us by many names: Apollo, BDS, WhiteHawk, BTR, MAG, and MAAS. Each brand brought deep expertise, strong results, and lasting partnerships.

Today, we come together as Channel Partners.

In this brand introduction, CEO Jim Fulk, CFO Katie MacGillivary, and COO Andrew Catapano share why unification was the next step — and what it means for our clients. As the world moves faster and complexity increases, businesses need a partner who can deliver strategy, creativity, execution, and insight as one integrated team.

Channel Partners brings decades of experience under one roof to support every stage of your go-to-market strategy — from merchandising and field execution to experiential marketing, technology integration, logistics, and beyond.

This isn’t just a new name.

It’s a new way of thinking about partnership.

It’s about removing barriers, connecting expertise, and aligning around a single vision: yours.

Our mission is simple: to help you Channel Your Potential. And this is just the beginning.

Transcript

Hi, I’m Jim Fulk, CEO of Channel Partners. Now, you might be thinking that guy looks familiar. Well, that’s because over the years, you’ve known us by many names. Apollo, BDS, Whitehawk, BTR, MAG and MAAS. Each one brought its own strengths, its own story and its own successes. But the world has changed, and so have the needs of our clients today.

Success requires speed, agility, and integration. It requires a partner who can deliver creativity, strategy, execution and insight all working seamlessly together. And that’s why we believe our Channel Partners is so much more than just a new name. It’s a new way of thinking about partnership. It’s about bringing together decades of experience under one roof. So that we can deliver more value, more innovation, and more growth than ever before.

In that, our mission is simple to help you Channel Your Potential. Our goal wasn’t just to change a name. It was to transform the way we work for you by removing barriers, connecting our expertise, and aligning around a single vision. And it means that together we’re positioned to achieve more, faster, and with greater impact by bringing our companies together as Channel Partners.

We’ve created a business with the scale, infrastructure and capabilities to meet your evolving needs now and for the years to come. At the end of the day, our success is measured by yours. And by coming together as Channel Partners. We’re better position than ever to accelerate that success, helping you grow smarter, faster and stronger than ever before.