What Trifecta Collective does

Trifecta Collective LLC is a privately held B2B trade show platform that acquires and operates market-leading industry events across multiple verticals. Founded in 2021 by trade show veterans Rick McConnell and Jennifer Hoff with private equity backing from GreyLion (approximately $1.7-1.9B in aggregate fund commitments), the company is headquartered in Arlington, Virginia and operates five events: NATDA Trailer Show (light-to-medium duty trailer industry), International Mass Timber Conference & Expo (mass timber industry, co-produced with WoodWorks), TRANSACT (payments processing industry, co-produced with the Electronic Transactions Association), Canadian Concrete Expo (concrete, construction and aggregates industries in Canada), and Trailer Tech Expo (technology for trailer dealerships, launched internally in February 2025). The portfolio was built through five acquisitions and one internal launch between March 2022 and March 2025.

The company's core capability is operational expertise in trade show management rather than proprietary technology. Revenue is generated primarily through two streams: exhibitor booth fees and sponsorship packages (with pricing models including per-square-foot exhibit space, such as $25.95/SF at IMTC) and attendee registration and pass revenue. The go-to-market motion is event-driven, relying on direct sales to exhibitors and sponsors, association co-production partnerships, online registration platforms, and content marketing across digital channels. No software products, APIs, mobile apps, or AI/ML features are disclosed.

Trifecta's value proposition centers on flexible acquisition structures (asset purchases, stock transactions, or minority/majority stakes) combined with operational support in sales, marketing, digital, pricing, and international expansion to grow acquired events under retained management teams. Competitive positioning rests on the leadership team's prior track record (most notably Rick McConnell growing Informa Markets North America revenue from $61M to $425M between 2014 and 2020) and the portfolio's first-of-kind or only-of-kind status in several verticals.

Name

Trifecta Collective

Legal name

Trifecta Collective LLC

Website

https://trifectacollectivellc.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Trifecta Collective is a B2B trade show platform founded in 2021 that acquires and grows industry-leading events across the trailer, mass timber, payments, and concrete verticals. It is PE-backed by GreyLion and serves exhibitors, sponsors, and attendees through five portfolio events.

Ownership category

akta.pro rank

Product category

B2B Trade Show and Event Management

NAICS

Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

akta.pro secondary industry

Exhibitor/Sponsor Management (Corporate Conferences) (THACAFAN)

Keywords

• B2B trade shows
• Event management services
• Exhibitor sponsorships
• Industry conferences
• Trade show acquisitions

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Trade Show Exhibitor and Sponsorship Revenue: Revenue generated from exhibitor booth fees, sponsorship packages, and associated services for the portfolio of B2B trade shows including NATDA, IMTCE, TRANSACT, CCE, and TTE. The company offers various sponsorship tiers and exhibitor packages.
2. Event Registration and Pass Revenue: Revenue from attendee registration fees for conferences, expo halls, and specialized programs such as education sessions, certifications, and networking events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Trifecta Collective acquires, owns, and operates a portfolio of B2B trade shows and conferences across vertical industries including trailers, mass timber, payments, and concrete/construction. The company generates revenue from exhibitor booth fees, sponsorship packages, and attendee registrations across its five events (NATDA, IMTC, TRANSACT, CCE, TTE), and offers flexible acquisition or partnership models to event owners seeking growth capital and operational support.

Product overview

Trifecta Collective is a B2B trade show platform that operates a portfolio of market-leading industry events. The company runs five distinct trade show products: NATDA Trailer Show (trailer industry), International Mass Timber Conference & Expo (mass timber industry), TRANSACT (payments/fintech industry), Canadian Concrete Expo (concrete/construction industry), and Trailer Tech Expo (trailer technology). These events are acquired and operated as independent portfolio companies under the Trifecta Collective umbrella, with flexible partnership models including asset purchases, stock transactions, and minority/majority stake options. The portfolio was built through acquisitions starting in 2021-2022, with new event launches added to expand the platform.

Differentiator

Problem solved

Functional benefit

Brands

• NATDA: North American Trailer Dealers Association - industry association serving light-to-medium duty trailer industry with annual trade show
• IMTC
• TRANSACT
• CCE
• TTE

Products and services

• North American Trailer Dealers Association (NATDA) Trailer Show The first and only industry-specific B2B event for the light-to-medium duty trailer industry, serving dealers, manufacturers, parts and service vendors, distributors, and OEM suppliers. The event offers conference programs including dealer education, networking, and hands-on technical workshops. NATDA has over 5,200 members.
• International Mass Timber Conference & Expo (IMTC) The world's largest mass timber event, attracting experts from forest, manufacturing, design, development, and construction industries. Features cross-laminated timber (CLT), nail-laminated timber, glulam, mass plywood panels, and other mass timber products. Attracts over 3,000 attendees from 73 countries.
• TRANSACT The premier market-leading event in the payments processing industry, convening annually and rotating between Las Vegas and Atlanta. Features over 250 exhibitors and over 3,000 attendees from the fintech and payments processing sectors.
• Canadian Concrete Expo (CCE) Canada's only national trade show dedicated to the concrete, construction, and aggregates industries. Held annually in Toronto. The 2025 edition featured over 7,000 attendees, over 350 exhibiting companies, and more than 120,000 net square feet of exhibit space.
• Trailer Tech Expo (TTE) The only event focused on technology and tools driving the future of trailer dealerships. Features interactive workshops and displays showcasing innovations in design and dealership operations for the trailer industry.

Quantifiable outcome

• Revenue growth from $61 million to $425 million over 6 years at Informa Markets under Rick McConnell's leadership (2014-2020)
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, minor and major.

• Canadian Concrete Expo (CCE)coreStrategic or Co-development Partner · 3 March 2025CCE was acquired by Trifecta in March 2025. Stuart Galloway continues as President and primary shareholder. The current CCE team remains in place ensuring consistent management and customer service. CCE is Canada's only national trade show dedicated to the concrete, construction and aggregates industries.
• GC Media Brokers (Gord Carley)minorImplementation/ SI/ Consulting Partner · 1 January 2025GC Media Brokers, led by Gord Carley, was the exclusive broker to Canadian Concrete Expo in arranging, structuring, and negotiating the transaction with Trifecta.
• Electronic Transactions Association (ETA)coreStrategic or Co-development Partner · 4 June 2024ETA is a co-production partner for TRANSACT, the premier payments processing industry event. Trifecta acquired TRANSACT from ETA in June 2024. ETA members span more than 12 countries and process approximately $44 trillion annually in purchases and P2P payments worldwide. The ongoing partnership involves collaboration to drive innovation and expand the show.
• Corporate Solutions (Nick Curci)majorImplementation/ SI/ Consulting Partner · 1 January 2024Corporate Solutions, led by Nick Curci, served as the exclusive advisor to Electronic Transactions Association in arranging, structuring, and negotiating the TRANSACT acquisition. They have facilitated three acquisitions for Trifecta in the past two years, including NATDA Trailer Show and IMTC.
• Forest Business NetworkcoreStrategic or Co-development Partner · 14 December 2022Trifecta acquired the International Mass Timber Conference (IMTC) and International Mass Timber Report (IMTR) from Forest Business Network in December 2022. Original owners Craig Rawlings, Arnie Didier, and Tom Waddell continue in their leadership positions post-acquisition, working closely with Trifecta executives.
• WoodWorksmajorStrategic or Co-development Partner · 1 January 2016WoodWorks has been a co-producer of IMTC since its inception in 2016. They play a key role in planning and building out the event's leading educational presentations, continuing education credits, pre-conference mass timber 101 design workshop, and other content.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tarsus Group: Tarsus Group is a London-listed B2B media and events company focused on industry-specific trade shows across emerging and fragmented verticals. It is directly comparable to Trifecta in its strategy of operating single-category-leading events and pursuing geographic or vertical roll-ups.
• Emerald Holding: Emerald is a publicly-traded B2B events and media company with a portfolio of over 50 trade shows in fragmented vertical markets. It is highly comparable as a mid-sized B2B events platform executing a buy-and-build strategy across industry-specific trade shows.
• dmg events: dmg events is a privately held B2B exhibition organizer operating events across construction, energy, hospitality, and design sectors globally. Its portfolio model of acquiring and growing niche vertical trade shows closely mirrors Trifecta's approach.
• Clarion Events: Clarion Events is a private B2B exhibition organizer operating events across multiple verticals including payments, defense, and gaming. PE-backed by The Blackstone Group, it pursues a similar strategy of acquiring and growing niche industry trade shows, with comparable revenue scale to Trifecta.

Broad incumbents

• RX Global (RELX): RX Global is one of the world's largest B2B exhibition organizers with a portfolio of 400+ events across 40+ industries. Like Trifecta, RX pursues organic growth plus M&A in industry-specific trade shows, and competes for many of the same niche acquisition targets and association partnerships.
• Informa Markets: Informa Markets is the world's largest B2B exhibitions organizer, operating hundreds of trade shows globally across diverse verticals including construction, infrastructure, and payments. It is directly comparable to Trifecta Collective's roll-up strategy in B2B events and was the former employer of Trifecta's CEO and COO.

Emerging players

• PennWell Corporation: PennWell operates B2B trade shows, conferences, and media across energy, manufacturing, and infrastructure verticals. Its combination of trade show operations with associated publications is structurally similar to Trifecta's IMTC + IMTR combined offering.
• Hanley Wood (Zonda): Hanley Wood (now Zonda) operates B2B trade shows in residential and commercial construction verticals including mass timber-adjacent markets. Trifecta CEO Rick McConnell previously led Hanley Wood Exhibitions, making it a comparable in vertical focus and operating model.

Regional players

• MCH Group: MCH Group is a Swiss-based exhibition company operating major trade shows (Art Basel, etc.) with a portfolio strategy of community-focused B2B events. While larger and more international, it pursues the same category-of-one event ownership model as Trifecta.

Others

• IAEE (industry association): IAEE is the industry association for exhibitions and events management, setting standards and providing education. Jennifer Hoff (Trifecta co-founder) is a board member and recipient of IAEE awards; it represents the broader ecosystem Trifecta operates within.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/CDNConcreteExpo
• Facebookfacebook.com/people/Trifecta-Collective-LLC/61555926645327
• LinkedInlinkedin.com/company/trifecta-collective-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trifecta Collective