Tracksuit raises $38M Series B to expand global brand tracking capabilities

Tracksuit has announced the close of a AU$38 million Series B funding round, led by VMG Partners with participation from existing investors including Blackbird, Icehouse Ventures, Altos Ventures, and Footwork.

The capital will support the brand tracking platform’s international expansion and product development, particularly in the US, Europe, and Asia.

Founded in 2021, Tracksuit enables marketers and agencies to monitor brand health metrics such as awareness, consideration, and perception via a live dashboard. The company currently tracks 10,000 brands and plans to double that number to 20,000 by the end of 2025.

Tracksuit dashboard

The platform, which has seen 130% year-on-year growth and now serves over 1,000 clients, including Steve Madden, Turo, Movember, and Bondi Sands, aims to democratise brand measurement through affordable, always-on insights. Tracksuit’s latest funding will also support new AI-driven features and broaden its data offerings.

Connor Archbold, Co-Founder and newly appointed CEO, will lead the company’s product and growth strategy. Co-Founder Matthew Herbert has moved into the role of Chief Commercial Officer, focusing on partnerships and non-linear growth.

“Historically, brand tracking has been expensive, outdated, and inaccessible,” Archbold said. “We built Tracksuit to change that. Our goal is to bring brand data into every boardroom.”

The company employs 150 staff across New York, London, Sydney, and Auckland, and plans to hire an additional 50 over the next year.

The Tracksuit team

Tony Clement, Global Insights Director at Movember, said Tracksuit’s data has been instrumental to the brand's development, "Tracksuit’s brand health data plays a major role in us understanding our position as a culture powered charity across six key markets. It helps us progress beyond the perception of an annual calendar event to a movement that focuses on impacting Men’s Health in society."

Sam Shapiro, Partner at VMG Partners, said, "Brand is a company’s most important asset, and Tracksuit enables businesses to make faster, more data-oriented decisions toward building durable brand leadership."

Top image: Connor Archbold, Matthew Herbert

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