How to find Soulmate for Global Startup | Tracksuit's Cofounders

What is Tracksuit and what problem does it solve?

Tracksuit serves as a cutting-edge brand tracking platform designed to measure top-of-funnel marketing.

Unlike traditional methods that predominantly focus on the immediate 5% of potential buyers, Tracksuit emphasizes both immediate and future customer engagement.

The platform surveys thousands of brands globally to uncover what consumers think and feel about them, offering insights that were previously only accessible to large enterprises with substantial budgets.

By doing so, Tracksuit empowers businesses to build emotional connections and familiarity with the 95% of the market that isn't ready to buy immediately.

Ultimately, this platform bridges the gap in measuring brand-building initiatives, ensuring that when these potential customers are ready to purchase, they choose the brand that has effectively engaged them throughout their journey.

How did the founders of Tracksuit meet?

Matthew Herbert and Connor Archbold first crossed paths at a previous startup, starting their careers on the same day.

Matthew began as the first SDR, while Connor took on a generalist role.

Over time, they climbed the ranks, gaining valuable experience and insights into the tech world.

Their professional journeys eventually led them to co-found Tracksuit.

Years after their initial meeting, regular coffee catch-ups in New Zealand sparked new ideas and solidified their decision to embark on this entrepreneurial venture together.

Their shared history and complementary skills have been crucial in shaping and driving Tracksuit's success.

What makes the co-CEO structure work for Tracksuit?

• Collaborative Leadership: The founders share leadership, cultivating a dynamic where feedback is consistent and valued, avoiding the isolation often faced by a singular CEO.

• Complementary Skills: Each co-CEO brings unique strengths, creating a blend of abilities that drive the company forward effectively.

• Intentional Role Design: Roles are deliberately structured and reviewed regularly. This ongoing process ensures flexibility and adaptation as Tracksuit evolves.

• Strong Communication: Constant dialogue between the co-CEOs facilitates alignment on strategy and vision, maintaining a unified direction for the company’s growth.

• Cultural Adaptability: Having leaders in different global locations enables Tracksuit to integrate diverse insights and maintain a 24/7 operational presence.

How does New Zealand's culture influence Tracksuit?

New Zealand's relaxed culture and innovative tech scene significantly shape Tracksuit's operations and global strategy.

Connor Archbold, who moved from California, recalls the easy-going lifestyle he experienced upon moving.

Shoes were optional at school, highlighting the laid-back environment. This cultural backdrop nurtures creativity and a unique approach to problem-solving.

Moreover, New Zealand's emerging tech industry is attracting global attention.

The success of companies like Canva demonstrates the region's potential.

This environment fosters Tracksuit's ethos of efficiency and ingenuity. Local entrepreneurs often look at global markets from day one, given New Zealand's relatively smaller size.

As a result, Tracksuit blends Kiwi charm with ambition, ensuring that their global expansion is both authentic and effective.

The founders' personal experiences and the local tech environment play a crucial role in this dynamic, shaping the company into a global contender with a distinctive cultural touch.

How did Tracksuit expand globally?

1. Start Locally
   Initially launched in New Zealand, Tracksuit focused on building a strong local foundation. Founders ensured robust product-market fit by solving real problems and gaining traction in the local market first.

2. Customer-Led Growth
   As brand awareness grew, existing clients with international presence spurred Tracksuit's expansion into Australia. This customer-led growth strategy ensured an organic and demand-driven approach to entering new markets.

3. Scalable Backend Technology
   From the beginning, Tracksuit's technology was designed to support global scaling. This allowed the seamless activation of new markets without major overhauls, maintaining operational consistency as the company expanded.

4. Strategic Market Entry
   When their Australian clients requested service in the U.S., Tracksuit entered the American market, followed by the U.K., ensuring a strategy driven by actual customer needs. This stepwise approach aided in sustainable expansion.

5. Cultural Integration
   Key team members were placed in new offices to carry Tracksuit’s culture overseas. This ensured that while catering to local nuances, the core values and efficient operational strategies of the company were consistently upheld.

Through these steps, Tracksuit positioned itself as a globally recognized brand tracking platform, effectively tapping into international markets by aligning growth strategies with customer requirements.