Tracksuit’s Global Takeover Begins With Fresh Investment Fuel

Tracksuit is an Auckland-based software start-up that just received a major investment, which will allow it to spread its wings. This New Zealand software company was founded just four years ago, and it’s growing really fast.

New investment funding will help Tracksuit expand its reach to the US, Europe, and Asia

The company said that this funding will help it expand its horizons, as it plans to expand to the US, before hitting Europe and Asia too. So, what does Tracksuit do, exactly? Well, it made a name for itself by developing a new way to track the prominence of commercial brands.

Tracksuit basically provides survey software whose goal is to help small and medium businesses monitor how well-known and widely recognized their brands are. That, of course, helps them make future moves for their business.

This is what Connor Archbold, a co-founder and chief executive of the company, had to say: “Historically, brand tracking has been expensive, outdated, and inaccessible. We built Tracksuit to change that, giving teams a simple, affordable, and always-on way to measure brand performance.”

He also continued to talk about VG Partners, a San Francisco-based investment firm that led Tracksuit funding. He said the following: “With VMG, we gain a partner who truly understands scaling consumer brands,” he said. “Their support will be key as we accelerate growth.”

Tracksuit has a number of high-profile clients on its roster now, including Disney

While Tracksuit made a name for itself by targeting smaller businesses, at this point in time, it has several big names on the roster. Some of Tracksuit’s clients include Disney, Zuru, Goodman Fielder, and Simplicity.

The company also mentioned that its software is currently used to track the performance of over 10,000 brands. Tracksuit does have huge plans this year, though, as it plans to double that before 2026 comes knockin’.

Over 150 people are employed by the company across its offices in New York, London, Sydney, and Auckland. 50 more are expected to join this year. Needless to say, all of this is quite impressive for such a young company.

The company sees great potential in the iGaming sector

Tracksuit believes that its software has plenty of potential and use cases. It sees great potential in the iGaming sector, especially in New Zealand. The New Zealand government is also in the process of establishing a regulatory authority for online gambling. Operators will need to get that license before they can operate freely.

Once the regulatory framework is established, consumers will not have to worry whether platforms are legal and vetted. In this new environment, it will be very important to figure out whether a brand is trusted or not. That’s where Tracksuit’s software comes into play, so it’s another way the company can expand its reach.

How? Well, it could serve to check on public sentiment for all the best sports betting apps in New Zealand. It can also help operators understand whether punters associate their brand with fairness, safety, and responsible play.

This software can check whether a platform is being trumped by more established competitors

The software can also check whether the betting platforms are being trumped by more established competitors. Tracksuit’s software can deliver all those metrics in real time, basically.

It is worth noting that Tracksuit is compatible with mobile devices. It works on Android, which is great to hear. That way, brand owners can use Android phones to monitor the performance of their brands at any point.

The company even notes that Tracksuit is built with mobile users in mind. It has a clean UI, low-friction data visualization, and cloud-based architecture.