📈 How Tracksuit built a B2B brand valued at $142.9M AUD to take the brand tracking world by storm by becoming champions of brand building with tracksuits, drinks and case studies 🧢

Excitement. A killer product. An energized sales force. Tracksuit is shaking up brand tracking and proving that bold B2B brands are powerful growth levers.

👋 Hi, I'm Amanda. I'm a brand strategist and fractional CMO. I help founder-led businesses turn belief into brand—and brand into a strategic asset that works as hard as you do. I share weekly deep dives with actionable advice on brand building—plus interviews with the people in the trenches. I also work 1:1 with founders and teams. Book a chat here.

Who will love this

• B2B marketers tired of boring branding projects

• Marketers who’ve heard, “Brand doesn’t matter in B2B.”

• Fans of tracksuits

• Fans of brand tracking

Today

G’day!

This week’s newsletter is dedicated Tracksuit: one of the most impressive B2B brands today. Tracksuit have turned brand tracking, an expensive, slide-deck heavy exercise into a SaaS (software as a service). Their entire brand strategy is dedicated to becoming champions of brand building (we love to see it).

For some reason, brand is often clunky in B2B marketing: it’s jargon-heavy, boring, and there’s often a weird handoff between marketing and sales.

But B2B doesn’t need to be this way. Tableau, Culture Amp, Slack and now Tracksuit have built human, fun, connected brands that have translated into tremendous commercial value. We are going to dive into how they’ve done it.

Keep these stats in your back pocket for when someone tells you “brand doesn’t really matter in B2B.”

Tracksuit are a brand that…

• Are on a serious growth trajectory, achieving $9.5M AUD in under 36 months (for reference, $10M ARR in 3 years or less is considered best in class for SaaS)

• Were oversubscribed in a funding round led by Blackbird ventures, global intelligence platform WARC and marketing professor Marc Ritson

• Track 6000+ brands across US, UK, AU, NZ and CA including brands like Athletic Brewing Company, Away, Supergoop! and MyFitnessPal

• Have taken an authoritative yet joyful position as a B2B brand (rare)

Let’s dive in.

How Tracksuit took the boring out of B2B

Tracksuit’s origins are on the other side of the world in New Zealand. Founders Matt Herbert, Connor Archbold and James Hurman and have deep roots in branding and innovation. Their time at Previously Unavailable and Hurman’s career as a planner, entrepreneur and author (his books are great) laid the foundations for Tracksuit’s success.

The problem Tracksuit is solving is simple: brand tracking, or the research that big brands use to assess awareness, preference, and sentiment, has historically had a hefty pricetag (think $50K-250K and is usually delivered in a pretty lackluster 100-slide pack by researchers in suits). This makes it out of reach for many brand marketers.

Tracksuit set out to solve this pain point by making beautiful, radically affordable, always-on brand tracking. This means any company could have a dashboard of long-term brand metrics alongside their existing dashboards of short-term performance metrics.

The product is incredibly impressive - but what I want to talk about is Tracksuit’s brand. They’ve walked their talk on brand building and built a bold, well-loved, distinctive brand in just 3 years.

Business strategy

Tracksuit's business model is straightforward: it's a SaaS platform. Their main competitors include boutique research firms, established players like Qualtrics, or — and this is where Tracksuit truly stands out — businesses that aren’t tracking their brand at all.

Like many B2B brands, the brands in brand tracking are a bit functional - Qualtrics is a good example. In Qualtrics instance, the product is the brand. Tracksuit are the opposite.

Brand strategy

Tracksuit’s approach centers on two goals:

1. Bring brand tracking to every growth conversation.

2. Make Tracksuit data a boardroom staple.

The mission:

The vision:

Clear! Bold! We love to see it!

The thing Tracksuit does best? Connect with marketers on a human level. This is where most B2B brands fall down. They’re mostly boring and unimaginative.

Tracksuit’s brand strategy revolves around a few themes:

1️⃣ Be Marketing’s Best Friend

As a brand marketer, I’ve often felt — and heard from others — that championing brand within an organization can be a lonely role. Tracksuit has tackled this head-on by creating a warm, community-focused approach. Through a friendly and approachable sales team, thoughtfully organized dinners, drinks, and meetups, they’ve built an unofficial club for brand marketers. They’ve positioned themselves as the informed, fun, and supportive brand bestie every marketer needs.

Tracksuit also understands that in B2B sales, your sales team is one of your most visible brand touchpoints. Instead of sticking to corporate suits, they’ve leaned into their identity and outfitted their team in stylish tracksuits—cute!

2️⃣ Prove the Value of Brand

Tracksuit have honed in on something that I hear a lot of from my newsletter. Marketers know brand is valuable, but they don’t know how to quantify or measure the value of brand. One pillar of Tracksuit’s brand strategy is the classic sales strategy of providing value to marketers by building the case for brand. This comes in the form of white papers, case studies and actually-worth-opening-emails.

3️⃣ Celebrate Brand Legends

Case studies are B2B bread and butter. What Tracksuit have done well: tell the stories of brands that marketers know and want to be like. Taste is a virtue. Too many B2B brands craft long-winded whitepapers or make people jump through hectic webinar hoops. Tracksuit have crafted a content strategy that celebrates brands ‘tracking their way to the top’, demonstrate the business value of brand, and do it all in a way that’s actually interesting and relevant to their target audience.

Brand marketing moves 💃

• White papers that are actually interesting. Tracksuit released a whitepaper with TikTok called the Awareness Advantage, “proving that brand and performance aren’t rivals, they’re BFFs.” It’s a great example of a classic B2B tactic (whitepaper => capture leads => make a sale) married with an age old marketing debate (brand vs performance) executed really well.

• Tracksuit Shorts. Tracksuit’s fortnightly newsletter contains case studies, tips, and brand news designed to help brand managers be better at their jobs by being better informed about brand.

• Networking events that are actually…fun?!. Tracksuit’s events look sick! So many networking events aren’t. Love what they’re doing here.

• Culturally savvy content. Tracksuit’s content, like this RealReal pop up breakdown, or infographics about whose brand is stronger? Taylor Swift or the Chiefs? Tracksuit make brand tracking interesting and relevant by tapping into what people are actually talking about.

• Momentum-building shoutouts. Tracksuit shouts out best in class brands on social media, making it feel inevitable that all the forward-thinking brands are choosing Tracksuit.

What can we learn from Tracksuit?

• B2B doesn’t have to mean boring. Adding some personality to your marketing isn’t just okay—it’s smart. If you’re in B2B, stop thinking about selling to “businesses” and start focusing on the people behind them: their challenges, their goals, and how to connect with them in ways that resonate emotionally.

• Real life > online life. This trend is only growing stronger. Tracksuit has nailed this by hosting intimate, in-person events that pull people away from screens and into meaningful connections.

• Relax a little. In a space where B2B is often rigid and overly professional, Tracksuit breaks the mold. They keep things casual in their approach to business while staying serious about results—whether it’s sales, relationships, or even tracksuits.

That’s all this week. ✌️

Amanda

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