Tracksuit raises $25M Series B to scale global brand tracking ambitions

We're thrilled to today announce a $25 million Series B funding round led by commerce enablement and consumer brand investor VMG Partners, opens in new tab, with participation from existing backers Altos Ventures, Footwork, Blackbird, and Icehouse Ventures.

Since first launching in 2021, we've scaled our brand tracking platform to serve 1000 brands, including Athletic Brewing Company, Opendoor, Turo, Steve Madden, and The RealReal, enabling them to track critical brand health metrics like awareness, consideration, usage, preference, and perceptions across major global markets.

We delivers this data through a live, AI-powered dashboard that makes brand tracking intuitive and actionable.

“Historically, brand tracking has been expensive, outdated, and inaccessible,” said Connor Archbold, Co-Founder and CEO of Tracksuit. “We built Tracksuit to change that, giving teams a simple, affordable, and always-on way to measure brand performance.

Tracksuit Co-Founders Connor Archbold and Matthew Herbert

"When brand data is visible and actionable it drives smarter decisions and stronger performance. Our goal is to bring brand data into every boardroom, and with VMG, we gain a partner who truly understands scaling consumer brands, and their support will be key as we accelerate growth.”

Our advantage in a changing market

There are two converging shifts in the marketing landscape that we believe we're at the forefront of.

As brands increasingly recognize that long-term growth depends on what consumers think and feel, there is a renewed focus on brand-building and the need for sophisticated understanding of brand impact.

At the same time, advances in technology and AI are democratizing consumer insights, making high-quality data and actionable intelligence accessible to brands of all sizes, not just those with enterprise budgets.

We're gaining traction as the powerful B2B SaaS startup solution for marketers, product teams, and executives to make smarter, faster decisions. Whether shaping a five-year strategy, testing new products, or optimizing brand campaigns, organizations now have access to insights that were once only available through time-intensive, expensive research reports.

With plans to expand tracking across Europe and Asia in 2025, we're rapidly scaling to support global teams and international brand campaigns at a fraction of the $1M+ per year typically spent by enterprise brands today.

“In working with Tracksuit, we’ve observed first-hand the impact that accurate and reliable always-on brand tracking can have on our marketing efforts,” Matthew Kerbel, Global Brand Strategy Director at Turo, said.

“We’re celebrating this milestone investment for Tracksuit and are looking forward to the platform’s continued journey of making brand tracking even more accessible and powerful for businesses like ours.”

The future of brand measurement

The new funding will fuel our mission to become the common language for brand tracking. We're currently tracking 10,000 brands, and plan to double this figure to 20,000 by the end of 2025. This growing dataset will underpin several new product launches expected later this year, many of which are already underway.

“Tracksuit solves one of the hardest problems in marketing: quantifying brand performance in a clear, continuous, and cost-effective way,” said Sam Shapiro, Partner at VMG Partners. “Brand is a company’s most important asset, and Tracksuit enables businesses to make faster, more data-oriented decisions toward building durable brand leadership.”

The Track team has more than doubled since our Series A, and we now have 150 employees across New York, London, Sydney and Auckland. We plan to hire at least 50 more in the coming year as we scale globally. Fancy joining us?