Connor Archbold and Matthew Herbert

Building a brand is a difficult process. Many promising consumer brands fail to grow beyond $3-5 million annual recurring revenue (ARR), due to an overreliance on performance advertising, which is expensive and impacts the bottom line. For marketing professionals Connor Archbold and Matthew Herbert, this was a problem that needed some attention.

They put their heads together, envisioning a solution that would help brands build future demand by investing in brand health from the outset. Going all in on their idea, the pair left their jobs and built a mock-up design for a SaaS product that would effectively track brand health while being more affordable than other enterprise solutions. They initially secured 10 companies who were so convinced by the wire frames they committed to an annual subscription upfront.

Tracksuit now has over 500 customers across five markets, including brands like Goodman Fielder, Sharesies, and Uber Eats. Its workforce, comprising 60% women, reflects its commitment to diversity and inclusion. A $22 million Series A funding round has also helped validate its innovative approach and rapid growth.

Tracksuit continues to expand globally, with headquarters in Sydney and a growing presence in the US, UK, and Canada. Archbold and Herbert are committed to furthering international expansion and continuous innovation, supporting brands in making strategic decisions. Their story exemplifies visionary thinking and the transformative potential of technology in brand management.