Tracksuit announces $38M Series B funding round for global expansion

Tracksuit has unveiled “a $38 million Series B funding round” that is expected to help it grow globally.

The announcement:

Tracksuit, the modern, always-on brand tracking platform that helps marketers and agencies measure and communicate the value of brand-building, today announced a $38 million Series B funding round. The round was led by commerce enablement and consumer brand investor VMG Partners, with participation from existing backers Blackbird, Icehouse Ventures, Altos Ventures, and Footwork.

Tracksuit will use the investment to propel its global expansion and strengthen its foothold in the US market. The capital will also fuel Tracksuit’s ambition to become the global standard of brand measurement. This means doubling down on delivering AI-powered insights and expanding the breadth of data it provides customers.

Since launching in 2021, Tracksuit has scaled to serve 1,000 brands, including Movember, Bondi Sands, and Milkrun—enabling them to track critical brand health metrics like awareness, consideration, usage, preference, and perceptions across major global markets. The company delivers this data through a live, AI-powered dashboard that makes brand tracking intuitive and actionable.

Driving Tracksuit’s next phase, co-founder Connor Archbold has stepped into the CEO role, leading execution, product, and growth strategy. Co-founder Matthew Herbert takes lead as chief commercial officer, focusing on scaling high-impact strategic partnerships and non-linear growth opportunities. Together, they will continue to lead the company’s long-term vision and strategy.

“Historically, brand tracking has been expensive, outdated, and inaccessible,” said Connor Archbold, co-founder & CEO of Tracksuit.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

Tracksuit’s Advantage in a Changing Market

Tracksuit is at the forefront of two converging shifts in the marketing landscape. 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 democratising consumer insights, making high-quality data and actionable intelligence accessible to brands of all sizes—not just those with enterprise budgets.

Leading this critical market moment, Tracksuit is gaining traction as the powerful 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, Tracksuit is rapidly scaling to support global teams and international brand campaigns at a fraction of the $1M+ per year typically spent by enterprise brands today.

Tracksuit customer, Tony Clement, global insights director, Movember said:
“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. The always on, unbiased insights, allows us to see beyond our own echo chambers and truly understand how people perceive the Movember brand. These insights inform every part of our marketing campaigns, sharpening our strategy and guiding our efforts toward being a creative force for good.”

Future of Brand Measurement

The new funding will fuel Tracksuit’s mission to become the common language for brand tracking. Currently tracking 10,000 brands, the company plans 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.”

Tracksuit has more than doubled its team since its Series A, now at 150 employees across New York, London, Sydney and Auckland. The company plans to hire at least 50 more in the coming year as it continues to scale globally.

Source: Sling & Stone