Tracksuit has acquired Sydney startup Hall, adding AI visibility measurement to its brand tracking product.
The deal brings Hall's technology and team into Tracksuit, including founder Kai Forsyth, who has joined as principal product manager and will lead product direction for AI visibility. Customers will be able to track how their brands appear across AI platforms, compare that visibility with rivals, and monitor changes over time.
The move reflects a wider shift in marketing as AI tools become another way consumers discover and assess brands. Companies have long tracked awareness and perception among people, but the rise of AI search and recommendation systems has created a new challenge: understanding whether brands are being surfaced at all, and whether that portrayal is accurate.
Tracksuit frames the acquisition as an extension of its existing measurement work. Its platform is used by more than 1,000 consumer brands across 25 markets, including the US, Canada, the UK, Europe, Australia and New Zealand.
AI tracking
Hall focused on measuring how brands appear inside AI platforms. Integrated into Tracksuit's broader product, that capability is intended to give marketers a view across both human perception and machine-generated visibility.
Tracksuit argues these now represent two separate audiences that can shape brand health. One is made up of consumers responding directly to advertising, products and reputation. The other consists of AI systems that summarise, recommend and rank brands in ways that may influence buying decisions before a consumer reaches a company's own channels.
Forsyth said Hall's work suggested short-term fixes mattered less than broader brand investment.
"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," said Kai Forsyth, founder of Hall and principal product manager at Tracksuit.
"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," Forsyth said.
Connor Archbold, Tracksuit's chief executive officer and co-founder, said the company sees AI as a new setting in which brand perception develops.
"Brand has always lived in people's minds. Increasingly, it also lives inside AI," Archbold said. "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."
Leadership team
Alongside the acquisition, Tracksuit has completed its executive leadership team as it expands internationally. Over the past six months, the company has added senior leaders through a mix of external hires and internal promotions.
The team now 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, alongside Archbold as chief executive officer.
The appointments suggest Tracksuit is preparing for broader expansion as it widens the scope of its products. For the company, the acquisition of Hall sits alongside the management build-out as part of the same push to grow beyond traditional brand tracking.
Mansfield linked that strategy to the growing importance of brand in a market shaped by AI tools.
"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," said Tom Mansfield, chief marketing officer at Tracksuit. "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."
Founded in 2021, Tracksuit provides ongoing brand health measurement designed to show not only how a brand is perceived at a given moment, but how that perception changes as channels for discovery and evaluation evolve.
The addition of Hall signals a bet that AI platforms will become a standard part of that picture, requiring the same kind of continuous measurement marketers already expect for consumer awareness and sentiment.