Tracksuit secures $25M Series B to fuel global brand tracking ambitions

Fast-growing brand tracking platform Tracksuit has raised US$25 million in Series B funding, as the New Zealand-born startup doubles down on its goal of making brand measurement more accessible and actionable for marketers worldwide.

The oversubscribed round was led by San Francisco-based VMG Partners, a VC firm known for scaling consumer brands and commerce platforms, with participation from returning investors Altos Ventures, Footwork, Blackbird and Icehouse Ventures.

The raise comes off the back of significant momentum for Tracksuit, which has now surpassed 1,000 customers globally and grown 240% year-on-year in the US alone. The company’s AI-powered brand health dashboard currently tracks 10,000 brands across major global markets, with plans to double that number by the end of 2025.

“Historically, brand tracking has been expensive, outdated, and inaccessible,” co-founder and CEO Connor Archbold said.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

Founded in 2021 by Archbold and Matthew Herbert, Tracksuit aims to become the default platform for always-on brand tracking. Its SaaS dashboard tracks core metrics such as awareness, consideration, usage and preference - delivered in real time to brand and marketing teams. Clients include Athletic Brewing Company, Opendoor, Steve Madden, Turo and The RealReal.

“Brand is a company’s most important asset,” VMG partner Sam Shapiro said. “Tracksuit enables businesses to make faster, more data-oriented decisions toward building durable brand leadership.”

The company says its growth is riding two big waves: a renewed focus on long-term brand building, and a democratisation of consumer insights through AI and automation. Where brand measurement was once a slow and expensive exercise reserved for enterprise budgets, Tracksuit is positioning itself as a fast, scalable solution for marketers across every level of business.

“As more brands realise long-term growth depends on what consumers think and feel, the need for smart, accessible brand data has exploded,” Archbold said. “We want to bring that data into every boardroom.”

Tracksuit’s team has more than doubled since its Series A and now sits at 150 employees across New York, London, Sydney and Auckland. It plans to hire 50 more over the next year and continue expanding into Europe and Asia in 2025.

The Series B funding will also support several new product launches expected later this year, aimed at deepening the platform’s capabilities and further embedding brand tracking into day-to-day marketing decisions.