The acquisition of Hall enters Tracksuit’s next phase of global growth and expands its AI-powered brand tracking capabilities.
Tracksuit, the modern brand tracking platform used by consumer brands around the world to measure and prove the impact of brand building, today announced two milestones marking its next stage of growth. That includes the acquisition of Hall, a Sydney-based startup that measures how brands appear within AI platforms, and the completion of an executive team to support its global reach.
This milestone comes as Tracksuit continues to expand its presence in the United States, one of the company’s key growth markets, and expands its team and customer base in the field.
The acquisition of Hall brings AI visibility to Tracksuit’s existing brand tracking products, allowing customers to understand how their brand appears across AI platforms, how it compares to competitors, and how that visibility changes over time.
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Extended brand tracking capabilities
As the way people discover and evaluate brands continues to evolve, the way marketers measure brand health must also evolve. AI platforms are creating new channels for brand discovery, but marketers often don’t know whether their brand is being recommended, accurately represented, or omitted entirely.
Through this acquisition, Tracksuit aims to help marketers understand how their brands are perceived among two different audiences: humans and AI. Combining AI visibility with Tracksuit’s human brand insights gives marketers the holistic view they need to manage brand health across all channels. This move reflects Tracksuit’s broader vision to provide marketers with a complete, dynamic, multi-source view of their brand’s health.
Hall’s entire team has joined Tracksuit, including founder Kai Forsyth, who will lead the product direction for AI visualization.
“Building Hall showed us that a short-term strategy can skyrocket a brand’s AI awareness, but what really makes a difference is the brand-building work that ensures people already know and trust your company,” said Kai Forsyth, Founder of Hall and Principal Product Manager at Tracksuit. “By doing this within a platform that already has human data on tens of thousands of brands, marketers can get a more accurate read of where brands actually stand and where they are headed.”
Connor Archbold, CEO and co-founder of Tracksuit, said: “The way we build great brands hasn’t changed, but where brands are experienced has changed. Our job is to help marketers understand both. By acquiring Hall, we’ll be able to combine human recognition and AI visibility to give marketers a more complete understanding of their brands. Together with our new leadership team, we’re building a company that will define the next generation of brand tracking.”
Build your team for what’s next
As Tracksuit expands its brand tracking reach, it also completes the executive team needed to support the next phase of continued global growth. Over the past six months, Tracksuit has been building a team of leaders through a combination of strategic hires and internal promotions.
In addition to CEO Conor Archibald, the team includes Tom Mansfield as Chief Marketing Officer, Dan Fleming as Chief Operating Officer, Ann Drage as Chief Product Officer, Carla Fonseca-Ensor as Chief Technology Officer, Hamish Matheson as Chief Revenue Officer and Samantha Gadd as Chief Human Resources Officer.
The completed management team reflects Tracksuit’s investment in expanding its global brand and operations and will also support Tracksuit’s continued growth in the United States.
“In an AI-powered world, brands have become one of marketers’ last defensible assets. Tracksuit’s north star is bringing brand data into every boardroom with the world’s most accessible and marketer-friendly brand tracker,” said Tom Mansfield, Chief Marketing Officer at Tracksuit. “We are excited to tell this story to more marketers around the world, strengthen our category leadership and build a global brand that aligns with our business ambitions.”
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