How Børkop Cykler turned two live shows into €305,148 in basket value

A shop that has been around long enough to know what works

Børkop Cykler has been selling bikes for nearly 100 years. What started as a small local shop has grown into one of Denmark's leading cycling retailers, with a large physical store and a webshop that ships across the country, and around 30 people work there today.

Sten Andersen is one of them. He has been at Børkop for 16 years, running the workshop, handling purchasing, overseeing marketing, and helping out on the floor when things get busy. In cycling season, things are always busy.

Together, they had built something that worked. A loyal customer base. A webshop with real reach. Video ads running on Facebook and Instagram. They knew what looked good online.

But live was different. And they had been watching.

"We had seen other brands do it," says Sten. "And we knew exactly how we did not want it to look."

Going deeper than a single ad

The decision to go live was not about fixing a problem. It was about doing something a Facebook ad simply cannot do.

"Live gives us the chance to go into detail on products, to show how something works, in real time, with people watching."

That was the vision from the start: reach more people, give them real value, and do it in a way that feels like Børkop. Not a polished sales pitch. A conversation. More like a knowledgeable friend walking you through what you actually need, than a brand trying to sell you something.

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Turnkey: show up, know your stuff, go live

Børkop Cykler runs their shows through Sprii Turnkey. The full production crew from Let's Go Live arrives on the day. Camera, lighting, sound, stream setup. All of it.

Børkop's job is to pick the products and turn up ready to talk about them.

"Benjamin from Let's Go Live is always well-prepared," says Sten. "He chases us down, tells us what we need to do, sets the tasks. We take care of the product selection and a bit of marketing beforehand. Sprii and Let's Go Live handle the rest."

Preparation starts around a month out. Each show is built around three things: products they know will sell, strong live-only offers, and a knowledge segment where they go properly deep. Chain maintenance. Garmin GPS. How to wash a bike the right way. Nerd content, as Sten calls it.

The hosts, Sten and his colleague Jonas, do not write a script.

"If you read from notes, people can tell. We want it to feel like you walked into the shop and we started talking."

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"We want it to feel as natural as possible. Like a customer walking into the shop. Except we are talking to a thousand customers at once."

Sten Andersen

Marketing Reponsible

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Their results with only two shows

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The basket value is items added to basket during the shows. The 2,326 viewers who stayed past a minute are what made that number possible: people who watched long enough to actually want to buy.

"What surprised me most was how many people stayed to the end," says Sten. "I had not expected that at all."

The five-minute demo that changed everything

The clearest proof of what live can do came from a chain care segment. Sten spent five minutes showing viewers exactly how to clean and wax a bike chain using products from Dynamic.

It was just a demo. Five minutes of product knowledge. Something that is normally hard to show off in store, but on live, you can go in depth while reaching hundreds of people at the same time

Sales of those products went through the roof.

"It just exploded after that live," says Sten. "The same products had been in the shop and on the webshop for a long time."

"But seeing it done in five minutes, properly, in real time. That changed something. People got it."

The clip did not disappear when the show ended either. It now lives on YouTube and Facebook as a standalone video, still bringing in views and sending people to the shop.

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What happens the day after

The effect of going live does not stop when the stream ends.

Orders come in the day after. And the day after that. Customers walk into the physical store and say they saw the show. They come in already knowing what they want.

"More customers come in and say they saw us live," says Sten. "They come in ready to buy the products we showed. And I get recognised by name more often now."

It is a different relationship than a webshop can offer.

"With regular e-commerce you are distanced from the person you are selling to. Live brings us one step closer."

Børkop's advice for brands thinking about getting started

Put people on camera who genuinely know the product. Do not script them. Keep the show moving. And do not let the idea of production put you off.

"We've seen 305.148€ in basket value from just two shows — that wouldn't have happened if we didn't go live."

Your job is to know your products and turn up. The rest takes care of itself with Sprii Turnkey.

The other thing Sten points to is the platform itself. Sprii handles the commerce layer: the product listings, the orders, the checkout, all of it running in real time while the show is live. That means Sten and Jonas can focus entirely on being good hosts. No switching between tabs. No manually tracking who ordered what in the comments. The show runs, and the sales happen.

"We just show up and talk about bikes. Everything else is taken care of."

Live shopping sounds complicated. With Sprii Turnkey, it is not. The hard part is knowing your products. Everything else, the orders, the checkout, the stream, is handled. That makes it easier to sell than most brands expect..

What comes next

Børkop Cykler are now building live into their annual marketing calendar. The plan is 6 to 8 shows a year.

Not too many. Each one should feel like an event worth showing up for.

"You need something worth showing when you go live. So we will not overdo it. But we will keep going."

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