Sporting Goods
How Lead Sports AB Turned Riders Into Referral Champions and Generated $10,380 in Six Months
Lead Sports AB, a premium Swedish equestrian retailer representing top European brands like CWD, Butet, and Vestrum, faced a familiar challenge: how to grow their customer base in a niche, high-trust market without relying solely on expensive advertising. They turned to Bloop’s referral platform to tap into the natural word-of-mouth conversations already happening at stables and shows across Sweden.
“Bloop made it incredibly easy to set up a referral program that fits our brand. Our customers love being able to share the products they trust with their riding friends, and the 10% reward structure is simple and motivating. We’ve seen real revenue from referrals in just a few months, and it’s become a valuable part of our growth strategy.“
Company profile
Lead Sports AB is a Swedish specialist retailer serving the equestrian community with premium saddles, riding apparel, helmets, stirrups, and horse care products. Founded in 2015, the company represents globally recognized brands including CWD, Butet, Vestrum, Parlanti, KASK, and RYDE. Lead Sports combines ecommerce with expert services like professional saddle fitting and maintains a strong presence at major events such as the Sweden International Horse Show.
Their customers are competitive and hobby riders who value performance, safety, and style, and who rely heavily on recommendations from trainers, barn friends, and trusted retailers when making purchasing decisions.
Industry
Sporting Goods
Referral revenue
$ 10,380
Location
Sweden
Problem
Equestrian gear is a high-consideration purchase category. Saddles can cost upwards of 65,000 SEK (~$6820), and even mid-range apparel and accessories run several thousand kronor. Riders don’t make these decisions lightly. They ask their trainers, consult with barn friends, and watch what top competitors use. For Lead Sports, this meant that traditional digital advertising had limited impact. Riders needed trusted recommendations, not banner ads.
At the same time, Lead Sports knew their existing customers were already recommending their products. Conversations about saddles, helmets, and riding jackets happened naturally at stables and training sessions. The challenge was turning those informal recommendations into a structured channel that could be tracked, rewarded, and scaled.
Their customers are competitive and hobby riders who value performance, safety, and style, and who rely heavily on recommendations from trainers, barn friends, and trusted retailers when making purchasing decisions.
Solution
Lead Sports implemented Bloop’s referral program with a straightforward “Give 10% / Get 10%” structure. Registered customers received a unique share link they could send to friends. When a referred friend made their first purchase, they received a 10% discount, and the original customer earned a 10% discount on their next order.
The program used several Bloop features to fit the equestrian context:
- One-click share links that customers could text or message to barn friends without needing to remember codes
- Automated reward delivery so discounts applied immediately at checkout
- Multi-channel sharing options that worked across Email, WhatsApp, Facebook, X and direct messaging
- Real-time tracking so customers could see when their referrals converted
- Double-sided incentives that created value for both the referrer and the new customer
Lead Sports also promoted the program through their newsletter, at events, and in post-purchase emails. The newsletter tie-in was particularly strategic: customers who signed up for email updates could participate in the referral program, which helped grow their CRM list while activating word-of-mouth.
Result
Over six months, 182 customers enrolled in the program and generated 26 successful referrals. Those 26 referred customers produced 99,000 SEK (~$10,380) in revenue, with an average order value of approximately 3,800 SEK per purchase. The program averaged 4.3 successful referrals per month.
The revenue impact was substantial relative to the size of the active member base. With fewer than 200 participants, the program delivered nearly 100,000 SEK in trackable referee purchases. The high average order value reflected the premium nature of Lead Sports’ assortment: referred customers were buying saddle pads, riding jackets, helmets, and stirrups at price points consistent with the brand’s positioning.
The program also reinforced Lead Sports’ community-focused brand identity. The “share and save together” messaging aligned with the collaborative culture of riding stables, where experienced riders naturally mentor newer ones. By formalizing that dynamic, Lead Sports made it easier for satisfied customers to introduce friends to the brands they trusted.
At the same time, Lead Sports knew their existing customers were already recommending their products. Conversations about saddles, helmets, and riding jackets happened naturally at stables and training sessions. The challenge was turning those informal recommendations into a structured channel that could be tracked, rewarded, and scaled.
Their customers are competitive and hobby riders who value performance, safety, and style, and who rely heavily on recommendations from trainers, barn friends, and trusted retailers when making purchasing decisions.
If you’re a Shopify merchant looking to turn customer recommendations into a measurable growth channel, Bloop makes it simple. Set up your referral program in minutes, customize rewards to fit your margins, and start tracking every share and conversion.
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