“What Gets Measured, Gets Managed” - Tracksuit is Championing Brand Building
Having recently launched in the UK, Tracksuit is busy establishing itself as the world's leading brand tracking platform. Co-founded by Matt Herbert, Connor Archbold, and James Hurman in New Zealand, the catalyst for its formation came during the global pandemic in 2021. Many companies were pouring resources into performance marketing and chasing quick wins but neglecting the engine behind sustainable growth: long-term brand building. And so, Tracksuit was born with the aim of transforming the way brands track, measure, and grow by offering an innovative platform that democratises brand tracking, making it accessible for all companies, big and small.
Since launch, the business has expanded its platform across the world opening offices in Australia, the USA and now the UK. Its clients include some of the world’s fastest growing global brands, leading marketers and agencies across all disciplines. LBB’s Lily Paskin, gets the lowdown from UK Country Manager Daniel Fleming on how this ‘comfy and accessible’ market research company has businesses flocking to its platform to transform how they measure brand.
A language for brand tracking
“Our starting hypothesis was ‘how do we start to make brand tracking more accessible to everyone’, and ‘how do you translate research and insights into language that any stakeholder could understand?’ Tracksuit’s simplicity is its superpower,” UK country manager, Dan, states.
The name itself is a playful reflection of the company’s ethos: agility, comfort, and accessibility. It’s a nod to both brand tracking and the relaxed, adaptable approach the team takes toward innovation. Dan laughs, "The name is really the amalgamation of everything. It’s about offering brand tracking to clients, but also doing it in a way that’s comfortable, relaxed, speedy, and agile. Just like when we are in a tracksuit!”
Now, since launching in the UK, the company remains focused on contributing to the industry’s understanding of the value of brand building and how marketing can drive sustainable business outcomes.
Anyone can jump into Tracksuit
According to Dan, Tracksuit stands out for its simplicity and accessibility, translating complex research data into actionable insights, making it simple for any stakeholder - from marketers to finance teams - to engage with brand metrics.
To do this the company provides user-friendly, affordable solutions that empower brands and agencies to track and optimise their brand health and marketing effectiveness. Arming brands and agencies with a sleek and intuitive dashboard to track performance, Tracksuit. “Anyone can jump into Tracksuit, understand the data, and understand how to interact with brand measurement” says Dan. "We want to change the conversation and build a common language for people to be able to measure and communicate the impact of their brand.”
Take, for example, its recent collaboration with TikTok. Together, they launched a ground breaking research paper showing the undeniable link between brand building and performance marketing. One eye-popping stat revealed that a brand known by 40% of consumers drives performance marketing outcomes 43% more efficiently than one known by just 30% - proof that brand awareness directly fuels performance. Dan explains that this kind of data is a game-changer, helping marketing teams speak the language of CFOs and CEOs by tying brand metrics to conversion rates and sales outcomes.
(above, an example of Tracksuit's intuitive dashboard showing the Personal Banking category)
With a clear mission to put brand data in every boardroom, Tracksuit is dedicated to helping companies make data-driven decisions that align with long-term growth objectives. And brands are catching on. In just three years, Tracksuit has grown to a team of 100 across New Zealand, Australia, the United States, and now in the UK. With a host of global clients under its belt, the company has successfully expanded into new markets by maintaining its original culture and adapting to the unique needs of each region, with more global markets on the horizon.
But they are not stopping there. The company is constantly refining its platform based on real-time feedback, integrating AI-driven tools to make brand data even more accessible and actionable. More than just software, Tracksuit is positioning itself as a thought leader in the industry, actively contributing to the global conversation around the future of brand building.
World democratisation in brand tracking
Tracksuit’s vision for the future? Nothing short of world democratisation in the realm of brand tracking. “It’s not just about becoming the biggest brand-tracking platform - it’s about being the most valuable partner to agencies and brands alike by offering insights that fuel creativity and drive business growth.”
Tracksuit is more than a platform – it’s a movement. With its blend of cutting-edge tech, deep industry knowledge, and a relentless focus on making brand building accessible to all, the company is reshaping the future of brand tracking.
Tracksuit is partnering with LBB to bring to the UK market a new event for the modern business of marketing advertising and creativity - Better Together. On Wednesday 23rd October, Dan and agency partnership lead, Jasper Skinner, will be attending the event in Camden. Find out more about the event here or buy tickets here..
