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The Story
Founded in 2021 by Matt Herbert and Connor Archbold in partnership with James Hurman, Previously Unavailable and TRA, Tracksuit was built to democratise brand tracking and help businesses measure the value of brand-building. They make it easy for everyone from CMOs to founders to understand key brand metrics without needing a PhD in market research.
The Numbers
180+ team members across New York, London, Sydney, Melbourne & Auckland
Serving 1,000+ customers including Zuru, Goodman Fielder, Whittaker's, Steve Madden, Movember & Bondi Sands
$42M NZD Series B raised in June 2025 with 130% YoY growth. Celebrated with a billboard in Times Square (because why not?)
Plot Twist
People think they sell tracksuits! They don't sell tracksuits, but they do have epic Tracksuit-branded tracksuits as merch. What they actually sell is beautiful, affordable, always-on brand tracking that surveys thousands of people every week to deliver clear insights on awareness, consideration, usage, preference, and perception.
The Good Stuff
Every year they bring all employees together from every corner of the globe for 'Homecoming' in New Zealand – a beautiful opportunity to connect, reflect, look ahead, and celebrate what they're building together. Because nothing beats getting the whole global family back to Auckland where it all started.
Want brand insights that actually make sense and drive action? These brand tracking pioneers have revolutionised how businesses understand their current and future customers.
