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Tracksuit acquires Hall to bring AI visibility into brand tracking and establishes executive team
Brand tracking platform Tracksuit has announced the acquisition of Hall and the completion of its executive leadership team.
Hall is a Sydney-based startup that measures how brands show up inside AI platforms. Its acquisition will bring AI visibility into Tracksuit’s existing brand tracking product. This gives customers a view of how their brand appears across AI platforms, how it compares to competitors and how that visibility changes over time.
Hall’s full team, including founder Kai Forsyth, has joined Tracksuit. Forsyth will lead the product direction for AI visibility as principal product manager.
“Building Hall showed us that short-term tactics can spike a brand’s AI visibility, but what actually moves the needle is the brand-building work that makes people already know and trust you,” says Forsyth.
“Doing that inside a platform that already has human data on tens of thousands of brands gives marketers a more accurate read on where their brand actually stands and where it’s headed.”
Connor Archbold, Tracksuit CEO and co-founder, says: “Brand has always lived in people’s minds. Increasingly, it also lives inside AI.
“The way great brands are built hasn’t changed, but the places they’re experienced have. Our job is to help marketers understand both. Acquiring Hall allows us to combine human perception with AI visibility, giving marketers a more complete understanding of their brand. Together with our new executive leadership team, we’re building the company that is defining the next generation of brand tracking.”
The team built for what’s next
As Tracksuit expands the scope of brand tracking, it also completed the executive leadership team needed to support its next phase of continued global growth.
Over the past six months, Tracksuit has built out this team through a combination of strategic hires and internal promotions.
Alongside chief executive officer Connor Archbold, the team includes: Tom Mansfield as chief marketing officer, Dan Fleming as chief operating officer, Anne Dröge as chief product officer, Cara Fonseca-Ensor as chief technology officer, Hamish Mathieson as chief revenue officer and Samantha Gadd as chief people officer.
Tracksuit chief marketing officer Tom Mansfield says: “In an AI-enabled world, brand has become one of the last remaining defensible assets for marketers. Tracksuit’s north star is to bring brand data into every boardroom with the world’s most accessible and marketer-friendly brand tracker.
“I’m excited to help take that story to more marketers around the world, strengthen our category leadership, and build the global brand that matches the ambition of the business.”
AI visibility will begin rolling out to Tracksuit customers this year.
