A New Zealand–based brand-tracking startup is positioning itself to disrupt traditional market research by delivering an affordable, always-on insights platform. Co-founded by Matt Herbert, Tracksuit aims to replace the old model of quarterly or biannual consultancy-driven investigations with a continuous, easy-to-use dashboard that gives brands of all sizes timely, actionable intelligence. The founders argue that conventional market research has long been dominated by expensive, slide-deck-driven engagements that are designed for enterprise clients, leaving smaller and mid-sized companies with limited access to strategic brand insights. Tracksuit’s guiding premise is simple: provide a cost-effective, accessible alternative that democratizes brand health measurement and unlocks ongoing growth through data-driven decision making.
Tracksuit’s market proposition and problem framing
The core problem Tracksuit seeks to solve is not merely the absence of data, but the absence of timely, forward-looking, and easily interpretable brand insights for a broad range of businesses. Historically, market research has tended to emphasize retrospective data snapshots, delivered in bulk after long lead times, with heavy emphasis on presenting complex analytics in large slide decks. This approach often requires specialized expertise and substantial budget, which in practice means smaller brands and mid-market players struggle to access the same depth of insight that large enterprises routinely obtain. As Matt Herbert explains, the traditional model has been “a consultant coming in on a quarterly or biannual basis with a 100-page slide deck and a lot of complex data that looks behind not forward.” The implication is that many brands are left navigating a fog of ambiguous signals and delayed feedback, hindering their ability to act quickly on brand health signals.
Tracksuit’s response to this market gap is to offer an affordable, always-on platform that provides a forward-looking lens on brand health. The founders emphasize accessibility and simplicity as critical differentiators. The aim is to remove the barriers to obtaining reliable brand insights, enabling brands to monitor and compare their performance against a competitive set in real time. The underpinning hypothesis is that ongoing visibility into brand metrics—such as awareness, consideration, preference, and usage—allows companies to adjust strategies promptly and invest more intelligently in branding and marketing initiatives. The company positions its product as a software-as-a-service (SaaS) solution that delivers a flat-fee model, which Herbert notes is substantially cheaper—“10x cheaper than the current standard”—than traditional market research services. This pricing approach is designed to appeal to a broader customer base, including mid-sized and growing brands that previously could not justify or access the costs associated with traditional brand-tracking engagements.
The strategic narrative centers on shifting the conversation from short-term, conversion-focused marketing to sustained, brand-led growth. Tracksuit’s framework emphasizes consistent measurement across key brand-health dimensions, offering a common language for marketers to discuss and invest in brand health with clarity. The co-founders articulate a vision in which brand insights become a routine component of a company’s marketing playbook rather than a sporadic, high-cost initiative reserved for select customers. This reframing is intended to empower a wider spectrum of brands to benchmark themselves, understand where they stand within their category, and identify where marketing efforts should be focused to move the needle on brand perceptions.
Product overview and launch trajectory
Tracksuit debuted in 2021 with an intuitive dashboard designed to track a concise set of brand metrics and benchmark them against a company’s competitive landscape. The product focuses on fundamental indicators including brand awareness, consideration, preference, and usage. By measuring these metrics against a brand’s competitive set, Tracksuit provides a structured view of how a brand sits within its category and where shifts in consumer attitudes are most likely to translate into future behavior. The SaaS model comes with a flat fee, simplifying budgeting and procurement for prospective customers and reducing the friction typically associated with traditional market research engagements.
Since its launch, Tracksuit has expanded its reach to track insights for more than 1,300 brands across multiple regions, including New Zealand, Australia, the United Kingdom, and most recently, the United States. This geographic expansion marks a pivotal step in advancing the company’s mission to standardize brand-health measurement across diverse markets. The platform’s ability to scale across regions is central to its value proposition, enabling global brands to maintain a consistent, data-driven approach to brand management while still accommodating regional nuances in consumer perception and competitive dynamics.
The company’s progress has culminated in a notable external funding round. Tracksuit closed $5 million in its first external round, a milestone that will fuel its push to broaden footprint in the United States. A key strategic objective identified by the team is to accelerate growth in the American market, leveraging new capital to support hires, product development, and go-to-market activities. In conjunction with the fundraising, Tracksuit has begun expanding its team in New York City, signaling a deliberate, on-the-ground commitment to establishing a strong U.S. presence. The company began hiring in NYC in November, with the plan to assemble a 10-person team to support expansion efforts and provide local market support for growing U.S. customers.
The round was led by Blackbird, a prominent venture investor with a strong track record in backing growth-focused software and technology companies. The round also included participation from Shasta Ventures, Icehouse Ventures, Ascential, and brand consultant Mark Ritson. The involvement of these investors underscores a shared belief in Tracksuit’s potential to redefine how brands measure and manage health across sectors. The capital infusion will be deployed to scale operations, expand product capabilities, accelerate regional growth, and deepen the platform’s coverage and sophistication to serve a broader set of brands.
Industry observers and investors have framed the momentum around Tracksuit as part of a broader shift toward standardized, cross-industry brand health metrics. The partnership with Blackbird highlighted in a statement that strong brands are what differentiate good companies from great ones, regardless of whether the business is selling physical products or software. The investor commentary emphasizes that Tracksuit is not merely a tool for tracking metrics but a mechanism for establishing a shared language for evaluating, communicating, and investing in brand health across industries. The consensus among investors is that Tracksuit’s value lies in translating qualitative brand perceptions into measurable signals that can be acted upon in a structured, strategic way.
Herbert has framed the vision around a “common language.” He described Tracksuit’s objective to establish a standard for evaluating, understanding, and communicating brand value. In conversations with TechCrunch, he articulated the goal of creating a benchmark that teams can rally around when discussing brand health, enabling more coherent planning and allocation of marketing resources. The emphasis on a shared framework is intended to help brands compare themselves against peers, identify gaps in perception, and prioritize initiatives that most effectively strengthen brand equity over time.
Growth, geography, and customer landscape
Tracksuit’s growth trajectory reflects a dual dynamic: expanding its geographic footprint while deepening its penetration within existing markets. The platform’s expansion into the United States marks a strategic milestone, positioning the company to compete in a market with a large, diverse set of consumer brands seeking scalable, affordable branding insights. The U.S. market represents a significant opportunity for Tracksuit to demonstrate the applicability of its model across different consumer sectors, ranging from food and beverage to financial services and retail, thereby validating the versatility of its metrics and methodology on a broader scale.
In its existing markets, Tracksuit has built a sizable portfolio of brands—more than 1,300—across New Zealand, Australia, the United Kingdom, and the United States. This diverse exposure provides a rich data set that can be leveraged to refine benchmarks, enhance predictive insights, and tailor industry-specific modules. The platform’s ability to compare a brand against its competitive set across multiple geographies is a critical advantage for multinational brands seeking consistency in measurement while preserving sensitivity to local market dynamics.
The company has also signaled a commitment to staffing in key markets to support growth. The first hire in New York City occurred in November, signaling a deliberate strategy to develop a U.S.-centric team with local market knowledge. The planned 10-person team in New York is designed to provide on-the-ground support to expansion efforts, enabling faster onboarding of new U.S. customers, more responsive customer success, and the ability to adapt product demonstrations to the preferences and needs of American brands. This local presence is intended to improve customer relationships, shorten implementation timelines, and ensure that the platform’s capabilities are aligned with the realities of U.S. marketing and brand-building practices.
The customer base includes notable brands such as Made by Nacho, Charity: Water, and Athletic Brewing Company, illustrating Tracksuit’s appeal across a spectrum of sectors, including consumer goods, non-profit brands, and the craft beverage space. The mix of customers suggests that Tracksuit’s approach resonates with both traditional product brands and mission-driven organizations that require clear, actionable branding insights to drive growth and engagement. The existence of these key accounts demonstrates the platform’s versatility and its ability to translate brand-health signals into practical guidance, regardless of whether a brand operates within a for-profit or nonprofit framework.
Herbert notes that demand for Tracksuit’s product is indicative of a broader shift in how consumer businesses approach marketing. Rather than channeling resources primarily toward immediate conversions, many brands appear to be investing in long-term growth through more effective, creatively driven marketing. This perspective aligns with a growing consensus in the marketing community that sustainable growth relies on building brand equity and delivering consistent, resonant messages over time. The observed demand signals suggest that brands are seeking tools that enable them to plan, measure, and optimize long-term marketing investments, while still maintaining visibility into short-term performance metrics.
Methodology: how Tracksuit gathers insights and turns data into strategy
Tracksuit’s approach to generating brand insights hinges on collecting data directly from target customers around the world. By conducting surveys across diverse geographic regions, the platform builds a foundation of quantitative and qualitative signals that illuminate how people perceive and engage with a brand. The surveys feed into a process of establishing a brand’s fundamentals, including the total addressable market (TAM), the level of brand awareness, the degree of consideration, and the strength of overall preference. The platform also assesses where a brand is most preferred, capturing nuanced views about which attributes and benefits drive consumer sentiment. Importantly, Tracksuit seeks to uncover what people really think and feel about a brand, and how those perceptions shift over time. This longitudinal perspective supports trend analysis and scenario planning, helping brands anticipate how market dynamics might affect long-term performance.
Once the brand’s core metrics are established, Tracksuit delves deeper into the brand’s strategic pillars or value propositions. The platform tracks how well a brand is performing against these pillars and measures how communications, advertising, and marketing efforts shift consumer perceptions and attributes over time. This deeper analysis enables brands to diagnose which aspects of messaging and positioning are resonating with audiences and which areas require adjustment. The introspective capability is designed to guide strategic decisions, ensuring that marketing investments are aligned with the brand’s intended value propositions and the perceptions that will most likely drive growth.
A distinctive feature highlighted in demonstrations is Tracksuit’s “unprompted imagery” tool. This feature generates a word cloud showing the words that come to mind when consumers think about a brand and compares it to a word cloud for the brand’s biggest competitor. The visual juxtaposition helps marketers quickly identify gaps between perception and reality and spot opportunities to reposition or reinforce messaging. The unprompted imagery approach provides a lens into subconscious associations and language patterns that people use when describing brands, offering a more organic view of brand equity than might be obtained from more structured survey questions alone.
All of Tracksuit’s insights are designed to address the fundamental business question: What is the job to be done? This framing helps brands understand the core purpose their products or services serve for consumers and how that purpose translates into customer behavior. The question is particularly relevant in the context of discovery and awareness—scenarios where a brand may struggle to gain traction if potential customers are not recognizing the brand or understanding its value proposition. In many cases, the most critical insight may be identifying the opportunity to grow and determining where that growth should be concentrated within advertising, communications, and broader marketing strategies.
The platform’s methodology emphasizes accessibility and clarity. It is designed to be internally interpretable by marketing teams, brand managers, and executives who may not have a background in research, ensuring that insights can be acted upon quickly. By translating data into concrete guidance—such as which channels to prioritize, what creative directions to pursue, or which aspects of a brand’s identity to emphasize—Tracksuit aims to shorten the distance between data collection and strategic action. The overarching objective is to enable teams to make better-informed decisions about brand-building initiatives, ensuring that investments yield measurable improvements in brand health indicators over time.
The “common language” and industry impact
A central theme in Tracksuit’s narrative is the creation of a common language for measuring, discussing, and investing in brand health. In a market where brands struggle to articulate the value of branding initiatives or to compare performance across teams and markets, a standardized framework can facilitate clearer communication and more efficient decision-making. The concept of a common language extends beyond mere metrics; it encompasses a shared understanding of what brand health looks like, how it can be quantified, and how changes in perception translate into business outcomes. This principle is echoed by investors who view Tracksuit as enabling cross-functional dialogue and alignment around brand strategy.
Phoebe Harrop, a partner at Blackbird, underscored the strategic significance of Tracksuit’s approach. In a statement accompanying the funding announcement, she characterized strong brands as the differentiator between good and great companies across industries. She highlighted the platform’s ability to provide companies with a common language for measuring, discussing, and investing in brand health. The implication is that Tracksuit’s value extends beyond the raw metrics it surface; it lies in enabling more coherent strategic planning, more transparent budgeting for branding initiatives, and better-informed executive-level conversations about how brand health should inform growth strategies.
Herbert’s articulation of a “common language” aligns with broader industry trends toward standardization of brand metrics. By establishing a consistent framework for evaluating brand health, Tracksuit aims to reduce ambiguity and enable brands to benchmark themselves against peers and category norms. The standardization also supports easier comparisons across campaigns, markets, and time periods, which can improve the reliability of ROI calculations for branding efforts. In practical terms, a common language can help teams justify branding investments by linking perceptual shifts to anticipated changes in preference and usage, thereby translating qualitative perceptions into quantifiable business value.
In addition to standardization, Tracksuit’s model emphasizes forward-looking insights and practical application. The platform incentivizes brands to think about where to allocate resources to achieve meaningful shifts in brand attributes and consumer sentiment. By examining which brand pillars and value propositions are most influential for a given audience, teams can prioritize creative direction, messaging, and media strategies that are most likely to affect brand health in measurable ways. This combination of standardized metrics and actionable guidance is designed to enhance organizational learning and accelerate the translation of insights into concrete marketing actions.
The broader impact of such a framework is potentially transformative for the marketing industry. If Tracksuit’s approach proves scalable across verticals and geographies, it could encourage a shift toward more proactive, data-driven brand management practices in a landscape that has historically favored reactive optimization and episodic research. The emphasis on a common language could also reduce misunderstandings among stakeholders—marketers, executives, investors, and partners—by providing a shared vocabulary and set of expectations around what constitutes brand health and how it should be cultivated. In this sense, Tracksuit positions itself not only as a tool for measuring brand health but also as a catalyst for cultural change within organizations that wish to embed branding more deeply into strategic planning.
Target markets, segments, and customer profile
Tracksuit’s go-to-market strategy centers on mid-sized, growing consumer brands spanning several key sectors, including food and beverage, fast-moving consumer goods (FMCG), retail, direct-to-consumer (DTC) brands, and financial services. This selection of verticals reflects a deliberate focus on brands that are experience-driven and highly attuned to consumer perception but may lack access to the scaled, bespoke research processes that large enterprises typically utilize. The platform’s pricing model, breadth of coverage, and ease of use are designed to appeal to organizations that require ongoing brand health monitoring without incurring prohibitive costs or complex procurement processes.
Herbert notes that approximately half of Tracksuit’s current customers come from the existing brand tracking market, indicating solide traction among clients already familiar with brand-tracking concepts and the Tracksuit value proposition. The other half represents a new segment that the traditional market research industry has not adequately served. This bifurcated customer base underscores Tracksuit’s potential to attract those who previously lacked convenient access to brand health data and who may seek to bring brand measurement in-house through a scalable SaaS solution. The diversification into new segments also suggests the platform’s flexibility and ability to adapt to various business models and customer goals.
Several notable customers illustrate the platform’s cross-sector appeal. Made by Nacho, a beverage or snacking brand known for unique product lines; Charity: Water, a nonprofit organization with a mission-driven brand; and Athletic Brewing Company, a craft beverage company, demonstrate that Tracksuit’s value proposition resonates with both consumer product brands and purpose-led organizations. These customers highlight the platform’s capacity to provide consistent brand-health insights across different types of brands, including those that operate with different marketing objectives and success metrics. The presence of nonprofit and mission-driven brands among Tracksuit’s customers also indicates the platform’s flexibility in supporting branding initiatives that emphasize awareness, trust, and engagement beyond traditional sales metrics.
The strategic emphasis on mid-sized, growing brands aligns with Tracksuit’s mission to broaden access to brand insights beyond enterprise clients. By focusing on brands in a growth phase, the company aims to equip teams with timely signals that can inform decisions on branding investments, channel prioritization, campaign timing, and creative testing. The approach is to empower brands to move beyond short-term tactical wins and toward sustainable growth anchored in a well-understood brand identity and differentiated positioning. In practice, this means helping brands articulate and measure the core attributes they want to own, track progress against those pillars, and analyze how changes in communications impact consumer perceptions and brand equity over time.
From an analyst’s perspective, the strategy also positions Tracksuit to capitalize on shifts in marketing maturity among consumer brands. As more mid-market players invest in branding and seek scalable measurement solutions, Tracksuit’s affordable, always-on platform could become an essential component of their marketing technology stack. The combination of continuous data, global survey reach, and an emphasis on a common language provides an attractive value proposition for teams seeking clarity in decision-making processes and a clear path to optimizing branding investments.
How the product works in practice: surveys, pillars, and imagery
Tracksuit’s practical workflow begins with gathering insights from target consumers across the globe through structured surveys. This global data collection underpins a brand’s foundational metrics, including the total addressable market (TAM), awareness levels, consideration strength, and overall familiarity within relevant consumer segments. In addition to measuring how well consumers know a brand, Tracksuit assesses where the brand is most preferred and how preference shifts across different groups and contexts. The goal is to capture a kinetic picture of consumer sentiment and behavior over time, enabling brands to detect early signals of opportunity or risk and to respond with timely marketing adjustments.
After establishing foundational metrics, Tracksuit delves deeper into the brand’s strategic pillars or value propositions. For each pillar, the platform evaluates how well the brand is performing relative to consumer expectations and how communications and advertising are driving shifts in perceptions. This analysis helps brands understand whether their messaging aligns with the attributes they want to own in the minds of consumers and whether certain campaigns are effectively moving needle metrics such as awareness, consideration, and preference.
A standout capability highlighted in demonstrations is the unprompted imagery feature. This tool presents word clouds that reveal the words consumers spontaneously associate with a brand, juxtaposed with word clouds for competing brands. By visualizing the language and associations that come to mind without prompting, marketers can grasp the authentic narratives that resonate with audiences. This side-by-side comparison with a competitor’s imagery offers a stark view of gaps, opportunities, and differentiation. It serves as a qualitative complement to the quantitative metrics, enabling teams to triangulate insights and craft messaging that better aligns with consumer sentiment.
The overarching objective is to answer why a consumer might choose one brand over another and how that decision evolves as the market shifts. The insights are intended to inform strategic decisions about where to invest in growth—whether to bolster brand awareness, refine messaging, optimize media mix, or adjust product positioning to better align with consumer needs and perceptions. The process is designed to be interpretable by marketing teams and executives alike, ensuring that insights translate into concrete actions, such as refining creative concepts, selecting target channels, and setting performance benchmarks for future campaigns.
In practice, the workflow is designed to be iterative and adaptive. Brands can monitor shifts in key metrics over time, examine the impact of changes in creative or media strategies, and assess whether improvements in perception translate into longer-term engagement and usage. The emphasis on continuous measurement means that marketing teams can test hypotheses, track results, and refine their approach in near real time, rather than waiting months for a new set of insights to emerge from a traditional research engagement.
Market impact, opportunities, and future directions
Tracksuit’s growth and funding signal a broader trend toward reimagining how brand health is measured and managed. By providing an affordable, scalable alternative to traditional market research, Tracksuit opens up opportunities for many brands to integrate brand insights into ongoing strategic planning, rather than treating brand health as an episodic exercise. The platform’s ability to track 1,300 brands across multiple regions demonstrates both the demand for standardized metrics and the scalability of the underlying methodology. The US expansion, paired with a dedicated New York team, emphasizes a clear intent to consolidate a foothold in a key market with a high concentration of mid-sized and growing consumer brands seeking scalable insights.
The investor lineup—led by Blackbird with participation from Shasta Ventures, Icehouse Ventures, Ascential, and Mark Ritson—reflects confidence in Tracksuit’s approach to standardizing brand health measurement and making it accessible to a wider audience. The involvement of notable brand strategists and industry figures reinforces the perception that a common language for brand health can facilitate better decision making across organizations. The belief that strong brands are the differentiator across industries—whether in consumer goods or software—supports the view that brand health remains a critical strategic priority for growth-focused companies.
From a strategic standpoint, Tracksuit’s trajectory suggests several potential avenues for expansion and refinement. As the platform scales, there may be opportunities to deepen integration with other marketing technology tools, such as customer relationship management (CRM) systems, marketing automation platforms, and product analytics suites. Enhanced interoperability can help teams align branding insights with broader customer data, enabling more cohesive strategies that connect brand perception with actual purchase behavior and lifetime value. Additionally, Tracksuit could develop industry-specific modules or benchmarks that reflect distinctive category dynamics, such as differences in brand equity drivers between FMCG and financial services, or between food and beverage brands and apparel brands.
The platform’s emphasis on a “common language” for brand health also opens doors for more standardized reporting within organizations and across partner networks. By delivering consistent metrics and clear narratives around brand elevation, Tracksuit can support boards, executives, and marketing leadership in budgeting and prioritizing brand investments with greater confidence. In practice, this could translate into more predictable ROI signaling for branding initiatives, enabling teams to justify brand-building expenditures in ways that are comprehensible to stakeholders who may not be deeply versed in research methodologies.
Looking ahead, Tracksuit’s roadmap could encompass enhancements to survey design, more granular segmentation, and richer visualization capabilities. Attempts to translate perceptual changes into predictive indicators of future performance could provide brands with even more forward-looking guidance. The unprompted imagery feature, already a distinctive differentiator, could be expanded with additional qualitative tools to capture evolving consumer language and sentiment in near real time, offering a more nuanced understanding of how brand narratives resonate with audiences as markets evolve. Such developments would reinforce Tracksuit’s aim to offer a forward-looking, actionable framework for building and sustaining brand health across diverse markets and sectors.
Customer success stories and strategic implications
While the specific case studies are not exhaustively detailed in this overview, the mention of notable customers like Made by Nacho, Charity: Water, and Athletic Brewing Company demonstrates Tracksuit’s appeal across a spectrum of brand profiles. These customers illustrate the platform’s capacity to deliver meaningful insights in contrast to traditional research approaches that may not be as time- or cost-efficient for mid-sized organizations. For nonprofit and mission-driven brands, brand health can be critical to attracting donors, supporters, and community engagement. Tracksuit’s ability to quantify awareness, consideration, and usage in this context can help such organizations optimize outreach and program messaging to maximize impact.
For consumer brands in fast-moving and competitive categories, Tracksuit offers the prospect of ongoing optimization and learning. Continuous measurement enables teams to test creative concepts, assess the resonance of new product launches, and refine positioning to maintain relevance in dynamic markets. The platform’s emphasis on unprompted imagery can uncover the language and values that truly connect with target audiences, guiding the development of campaigns that reflect authentic consumer sentiment.
In the broader industry context, the Tracksuit model may influence how marketing leadership communicates with executives and investors about branding initiatives. By providing a standardized set of metrics and a transparent framework for tracking progress, the platform helps bridge gaps between marketing activities and financial performance. This alignment can facilitate more robust governance of branding investments and support the case for sustained brand-building as a core driver of growth.
Strategic takeaways and implications for marketers
For marketers and brand managers, Tracksuit represents a potential shift in how branding is planned, executed, and evaluated. The platform’s combination of global survey data, pillar-level analysis, and unprompted imagery offers a holistic view of brand health that integrates qualitative nuance with quantitative rigor. The emphasis on a common language and standardized metrics can help cross-functional teams align on brand strategy, define success criteria, and communicate progress to executives and stakeholders with greater clarity.
The emphasis on long-term growth, rather than solely on immediate conversions, aligns with a growing recognition that sustained brand equity contributes to durable revenue growth. By focusing on fundamentals like awareness and consideration, and by examining how these metrics shift in response to marketing investments, brands can make more informed decisions about where to allocate resources, which markets to prioritize, and how to optimize messaging for maximum resonance.
Tracksuit’s approach also raises important considerations for data strategy and governance within organizations. As brands adopt ongoing tracking and global surveys, they may need to establish processes to ensure data quality, privacy compliance, and ethical use of consumer insights. Integrating brand health data with other customer data assets, such as purchase history and engagement metrics, could yield deeper, more actionable insights—but it also requires thoughtful data stewardship and cross-team collaboration.
In sum, Tracksuit’s platform presents a compelling proposition for brands seeking accessible, ongoing, and actionable brand-health insights. By delivering a standardized framework, a forward-looking lens, and practical tools like unprompted imagery, the company aims to empower a broad range of brands to build stronger brand equity, optimize marketing investments, and pursue sustainable growth in an increasingly competitive landscape.
Conclusion
Tracksuit’s mission to disrupt traditional market research by offering an affordable, always-on brand insights platform reflects a clear response to a long-standing market inefficiency: the inaccessibility of timely, actionable brand health data for mid-sized and growing brands. With a 2021 launch that delivered an intuitive dashboard tracking core metrics such as awareness, consideration, preference, and usage, Tracksuit has evolved into a platform used by more than 1,300 brands across multiple regions, including New Zealand, Australia, the United Kingdom, and the United States. The company’s first external round of funding—$5 million led by Blackbird and supported by Shasta Ventures, Icehouse Ventures, Ascential, and Mark Ritson—provides capital to accelerate expansion into the U.S. market and strengthen its New York-based team to support growth.
The emphasis on a “common language” for measuring and communicating brand health, reinforced by investor commentary and leadership commentary, signals Tracksuit’s intent to be more than a tool for data collection. The platform seeks to become a strategic partner in brand-building, offering a framework that helps brands articulate what they want to own in the market, track how well they are performing against those pillars, and understand how marketing activities influence consumer perceptions over time. By combining global survey data, pillar-focused analysis, and innovative features like unprompted imagery, Tracksuit provides a rich, multi-faceted view of brand health that can guide long-term growth and strategic decision-making.
As the company expands in the United States and beyond, Tracksuit’s approach could reshape the way marketers think about measurement, investment, and the role of branding in business outcomes. By lowering barriers to access, delivering ongoing visibility, and providing a common language to discuss brand health, the platform has the potential to accelerate adoption of brand-centric strategies across a broader set of brands. If Tracksuit continues to execute on its vision—scaling its U.S. footprint, deepening its product capabilities, and maintaining a sharp focus on empirical, actionable insights—it may well establish a new standard for how brands are measured, understood, and grown in a rapidly evolving marketing landscape.
