Founded in 2021 by Connor Archbold and Matt Herbert in partnership with venture studio Previously Unavailable, Tracksuit builds affordable, always-on brand tracking software that delivers real-time consumer insights through an AI-powered dashboard—making enterprise-level brand measurement 10x cheaper and accessible to businesses of all sizes.

Backing Tracksuit through our Seed Fund III as one of our earliest investments, we understood their vision to democratise brand tracking and enable growing brands to prove the value of brand investment–a resource typically reserved for large enterprises with big budgets to match.

Raising over $70 million across three rounds, reaching a 150+ million valuation, Tracksuit is backed by marketing legends Mark Ritson and Emily Kramer.

The company now tracks over 10,000 brands globally for 1,000+ customers including Disney, Bondi Sands, and Sharesies, with 150 staff across Auckland, Sydney, New York, and London.

Icehouse Ventures CEO Robbie Paul calls Tracksuit the fastest company in our portfolio to reach $1 million, $10 million, and $20 million in revenue—proving that making brand measurement accessible unlocks massive demand marketers didn't know they had.

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