GoPro, Inc. (marketed as GoPro or as goPRO) is an American technology company founded in 2002 by Nick Woodman that went public in 2014 on the Nasdaq stock exchange under the ticker $GPRO. It manufactures action cameras and develops its own mobile apps and video-editing software. GoPro cameras are widely used for adventure sports, travel recording, and outdoor activities. Founded as Woodman Labs, Inc, the company is based in San Mateo, California.
It developed a quadcopter drone, Karma, released in October 2016, but discontinued it after two years. In January 2018, the company hired JPMorgan Chase to pursue the option of selling the company. However, a month later, the CEO denied this. GoPro has continued its business of manufacturing action cameras.
GoPro frequently partners with athletes; the company has successfully completed partnerships with Kelly Slater, Jimmy Chin, and Jonas Deichmann. In 2016, GoPro had 160 athletes on its payroll.
Contents
History
The company was founded by Nick Woodman in 2002. He was motivated by a 2002 surfing trip to Australia, in which he was hoping to capture high-quality action photos but could not because amateur photographers could not get close enough or buy appropriate quality equipment at reasonable prices. The 'GoPro' name came about as Woodman and his surfing friends all aspired to become professional surfers, as 'going pro' was the ultimate goal and the only way to be filmed on the water at that time. The camera range was branded 'Hero' as their aim was to capture close-up action shots that made the subject look like a hero. GoPro also runs the "GoPro Awards" program, where users can submit photos and videos captured with GoPro cameras for a chance to receive cash rewards and social media recognition.
Woodman received over $230,000 from his parents to invest in the business. He also raised a portion of his initial capital by selling bead and shell belts for under US$20 from his VW van and, later, fashionable camera straps.
In 2004, the company sold its first camera system, which used 35 mm film. Digital still and video cameras were later introduced. As of 2014, a fixed-lens HD video camera with a wide 170-degree lens was available; two or more can be paired to create 360 video.
On June 4, 2014, the company announced the appointment of former Microsoft executive Tony Bates as president, reporting directly to Woodman.
After growing the number of employees by more than 500 in 2015, the company responded to weak sales in the fourth quarter by cutting about 7% of its workforce (100 workers) in January 2016.
In July 2016, GoPro revealed they had been acquiring expertise from three French technology firms over the previous 18 months. In November 2016, the company announced it was laying off an additional 200 employees in an effort to reduce costs. The company also announced that President Tony Bates would be stepping down at the end of 2016. 270 more employees were laid off in March 2017, and 250 additional layoffs followed in January 2018, bringing the company's workforce to "just under 1,000".
Corporate actions
On March 30, 2011, GoPro acquired CineForm. The acquisition included the CineForm 444 video codec. The company claimed that the codec "makes HD and 3D editing faster and more convenient without sacrificing image quality." It was incorporated into the company's 3D Hero System shortly after the acquisition.
In March 2013, GoPro issued a DMCA takedown notice to the website DigitalRev.com, which had posted a review of its product, citing trademark use as a breach of copyright. This notice was retracted 10 days later, citing "erroneous enforcement".
On April 28, 2015, GoPro acquired Kolor, a spherical media and virtual reality startup based in Chambéry, France. Kolor were the developers of Autopano, Autopano Video and Panotour. After September 14, 2018, Kolor products will no longer be for sale, and Kolor products will no longer receive updates.
On February 29, 2016, GoPro spent $105 million and acquired two start-ups—Stupeflix and Vemory—for their video editing tools, Replay and Splice.
In March 2020, GoPro acquired the stabilization software company, ReelSteady.
Marketing strategy
GoPro's marketing strategy relies heavily on user-generated content (UGC). The company encourages customers to capture and share photos and videos taken with GoPro cameras on social media platforms such as YouTube, Instagram, and TikTok. GoPro frequently features these videos on its official channels and organizes initiatives such as the GoPro Awards and the Million Dollar Challenge, which reward users for submitting high-quality content created with GoPro devices. This strategy allows the company to promote its products through authentic experiences shared by users rather than relying primarily on traditional advertising.
GoPro has heavily invested in retail advocacy and education programs as a core component of its growth strategy. GoPro developed a custom retail training program with the support of YourBrandLive, ExpertVoice, and Mosaic. The program used online and offline training programs to help inspire and educate retail staff in an attempt to increase sell through velocity and protect market share. The initiative was covered by Transworld Business in 2013 as an example of how brands could use advocacy programs to drive retail performance and build loyalty across mass, CE, and specialty retailers around the world.
"GoPro has used user-generated content as a core part of its marketing strategy, encouraging customers to submit footage captured with its cameras for use in promotional campaigns."
2014 IPO (stock launch)
On February 7, 2014, GoPro submitted a confidential filing for an initial public offering (IPO) with the Securities and Exchange Commission (SEC).
On May 19, 2014, GoPro filed its Form S-1 with the SEC without specifying the number of shares or their price. The company stated that they hoped to raise at least $100 million through the sale of shares, using the money to pay off debt in full ($111 million as of March 31, 2014) and "to acquire or invest in complementary businesses, technologies or assets". They said that they planned to list on the NASDAQ stock exchange using the symbol 'GPRO.'
The expected price range was $21 to $24 a share; on June 25, 2014, GoPro sold 17.8 million shares to initial investors at $24 per share (totaling $427.2M). At the IPO price the company was valued at $2.95 billion.
One reason for GoPro's decision to go public was the perceived potential to become a media company to generate additional revenue from the content its cameras created, but this vision did not materialize.
In August 2026, the American YouTuber Mark Fischbach, known online as Markiplier, acquired an 8.5% stake in GoPro, becoming its largest outside shareholder. An avid user of GoPros, Fischbach is not a professional investor but said that he wanted the company to succeed.
Product lines
HERO cameras
Woodman worked on his first camera for two years after founding the company, eventually introducing the GoPro 35mm HERO waterproof film camera in September 2004 at San Diego's Action Sports Retailer trade show. In its first year GoPro sold $150,000 worth of products. In 2006 the company introduced its first Digital HERO, with 10 second video capability, and generated $800,000 in revenue. The following year GoPro sales quadrupled to $3.4 million.
In 2014, the company was selling the HERO3+ in editions of different colors. It was capable of filming in 16:9 aspect ratio, supporting 4K UHD video and 12 MP still photographs. The HERO4 was introduced on September 24, 2014.
On September 28, 2017, GoPro released the HERO6 Black, which claims improved stabilization over the HERO5 models and is capable of capturing 4K video in 60 FPS.
On September 20, 2018, GoPro came out with the HERO7 Black, which apart from providing improved stabilization over HERO6 models with HyperSmooth, also featured the new form of video capturing, "TimeWarp", providing a high speed effect to the videos. HERO7 also came out with capability to stream live across multiple platforms like Facebook and YouTube. On July 11, 2018, GoPro announced that it had sold more than 30 million HERO cameras since inception.
On October 15, 2019, GoPro released the HERO8 Black, which included improved in-camera stabilization by way of HyperSmooth 2.0. The HERO8 Black introduced integrated mounting 'fingers' which could be folded down for use.
On September 9, 2020, GoPro released the HERO9 Black, which saw the reinstatement of the user-replaceable lens and a new front-facing screen.
On September 10, 2024, GoPro released the HERO13 Black, which introduced a variety of new lens options, including a macro lens and ND filters. An option for an anamorphic lens will release in 2025.
The HERO line has gained widespread popularity for recording first person point of view videos.
GoPro KARMA & GoPro KARMA Grip
The GoPro Karma was GoPro's consumer drone until its discontinuation in January 2018.
In 2014, GoPro entered into discussions with DJI for a private label model built with the GoPro branding. After the failure of these negotiations, GoPro entered into an agreement with 3D Robotics (3DR) for a similar partnership based on 3DR's flight controllers. 3DR failed to meet their agreed-upon timelines. As a result, GoPro took full control of the development process in mid-2015.
Scheduled to be released in early 2016, the GoPro Karma project was delayed several times before the GoPro Karma was announced with an introduction date of October 23, 2016. The Karma was released along with newer models of the HERO5 and Session cameras and features a removable handheld stabilizer (gimbal) integrated into the design. After a few customers complained about power failure during operation, GoPro recalled Karma drones and gave customers full refunds.
In February 2017, GoPro relaunched the Karma Drone. However, in January 2018, GoPro Inc. said that it will be cutting more than 20 percent of its global workforce and putting an end to its drone business after a disappointing fourth quarter. The company said it expects sales of about $340 million, well short of its own previous projection of as much as $480 million and the average analyst estimate of $472 million. Their revenue took an $80 million hit due to discounting for its Karma drones, as well as its Hero line of cameras, over the holiday season.
GoPro 360° cameras
In November 2017, GoPro launched the Fusion camera, an omnidirectional camera which is capable of recording 360-degree footage. The Fusion was the first GoPro to feature an increased maximum resolution of 5.8K. In October 2019, GoPro updated this line-up with the introduction of the GoPro MAX.
Accessories
GoPro produces various mounting accessories for its cameras including a 3-way mount, suction cup, chest harness, jaws-type flexible clamp, dog harness, surfing mount, etc.
Video editing
The company developed GoPro Studio, a simple video editing software to edit camera footage. It was reported that GoPro intended to also become a content provider, also with a new app for the HERO5 called GoPro Quik to share and edit videos easier. You can also edit and shoot photos and videos using the GoPro app released in 2015.
In 2020, Gopro canceled their GoPro Quik software support for Windows and Mac, leaving it just to mobile devices. However, in February 2024, a new version of the Quik app was released on MacOS, with a version for Windows coming later in the year.
In April 2014, GoPro was listed by Adweek as one of the "Top 10 Best Brand Channels on YouTube" based on a combination of views, shares, comments, and overall engagement. Content is uploaded daily, an additional source of revenue for the company.
As part of its transformation to a media company in 2014, GoPro created additional channels with GoPro content on YouTube, Virgin America, and Xbox Live. This was extended to the PlayStation Network in 2015.
Products
The GoPro was originally designed for surfing and capturing pro camera angles, hence the name. GoPro cameras are widely used in extreme sports, travel vlogging, filmmaking, and adventure documentation due to their compact size and durability.
HERO cameras
Notes
The 35 mm camera (model #001) became available on April 13, 2005. It had dimensions of 2.5 by 3 inches (64 by 76 mm) and weighed 0.45 pounds (200 g). It included the camera, a clear case with quick release, a camera strap, and a ski glove adapter lash. It could pivot "on the fly" and be functional to a depth in water of about 15 feet (5 m). It was described as a "reusable wrist camera" and included a roll of 24-exposure Kodak 400 film.
The first generation of Digital HERO cameras (2006–09) were powered by conventional AAA batteries and included a rugged housing and wrist strap. Models were distinguished by their still image resolution and shot video in standard definition (480 lines or lower) with a 4:3 aspect ratio. Like the film camera HERO, the first-generation Digital HERO cameras were equipped with an optical viewfinder.
The original Digital HERO (DH1; 640×480 still resolution, 240p video in 10-second clips) of 2006 was succeeded by the Digital HERO3 (DH3; 3-megapixel stills, 384p video) and Digital HERO5 (DH5; same as DH3 but with 5-megapixel stills). All three of these had a 54° angle of view. A variant of the DH5 was released with an extreme wide-angle lens with 170° of angular coverage on the diagonal as the Wide HERO; the Wide HERO had a different housing than the other first-gen cameras (DH1/DH3/DH5) to accommodate its larger lens.
The Digital HERO released in 2006 (Model: SQ907 mini-cam) had a 640×480 camera and shot QVGA definition 320×240 (10 fps) video for a maximum of 10 seconds. The Digital HERO1 had 32 MB internal memory without SD slot.
The Digital HERO3, released on February 21, 2007, had a 3-megapixel camera and shot standard definition 512×384 video. It was rated up to 30 m (98 ft) in depth.
The Digital HERO5 was first introduced in 2008. It had a 5-megapixel still photo sensor and supported standard definition (512×384) video capture. It ran on two AAA batteries, had 16 MB of internal memory and could function with a 2 GB SD card. Its housing was rated to 100 ft/30 m of depth. Its dimensions were 2.6 in × 1.75 in × 1.25 in (66 mm × 44 mm × 32 mm). The camera is not designed to work with the newer HD HERO line of housings, although the standard screw mounts are indeed compatible.
MISSION 1 Series
The MISSION 1 Series was announced in April 2026 and released on May 28, 2026, as a new line of compact cinema cameras positioned above the HERO line. The series introduced a new 50 MP 1-inch sensor, GoPro's largest to date, paired with a new GP3 processor. A third model, the MISSION 1 Pro ILS, features an interchangeable Micro Four Thirds lens mount and was scheduled to arrive later in 2026.
GoPro Karma Drone
Karma Drone became available October 23, 2016. The drone is compatible with the HERO7 Black, HERO6 Black, HERO5 Black and HERO4 Black and Silver. The Drone has 20 minutes of battery life.
The stabilizer can be taken out and attached to a Karma grip. The Karma grip has greater than 1-hour battery life.
On November 8, 2016, GoPro announced the recall of the Karma Drone following reports of loss of electrical power on the drone during operation. On February 1, 2017, the company announced that the Karma Drone will return to stores with a redesigned battery latch.
On January 9, 2018, GoPro announced that it was discontinuing the Karma drone and that it was exiting the drone marketplace.
Multiple-lens and synchronized cameras
GoPro released the 3D HERO system in April 2011, which coupled two HD HERO cameras via a synchronization cable in a single housing to form a stereoscopic 3D camera. One of the cameras is used in upside-down mode. The 3D HERO system is also compatible with the HD HERO2. The synchronized videos are processed using GoPro CineForm software and exported as an anaglyph to be viewed wearing red-cyan glasses.
In 2014, GoPro released an update as the Dual HERO system, which provides similar functionality using two HERO3+ Black edition cameras. The updated Dual HERO BacPac sync/link cable now has an asymmetric design: the right or primary camera (viewed with the lens facing away from the user) is larger than the left (secondary) camera, and the left camera is used in upside-down mode. Like the preceding 3D HERO, the Dual HERO uses CineForm software to process synchronized images and videos for export as anaglyphs.
The Odyssey is a 16-camera panoramic stereo rig designed to produce content for the Google Jump virtual reality platform by synchronizing the cameras and automatically stitching their footage together. The Odyssey was originally announced at Google I/O in May 2015 and GoPro began taking applications from "professional content creators" in September for the US$15,000 rig, which included 16 GoPro HERO4 Black cameras; limited shipments began in May 2016.
The Omni also was announced in May 2015, leveraging its recent acquisition of Kolor, which developed software to stitch video footage together; Omni was a camera rig that synchronizes six GoPro HERO4 Black cameras, allowing users to stitch and make virtual reality 360° videos. Omni began shipping in August 2016.
The Fusion was announced alongside the HERO6 Black and released on November 24, 2017. It has two cameras, each recording to a separate microSD memory card; their outputs can be stitched together using the bundled Fusion Studio desktop software as 360° Panorama video. Fusion Studio can export to several formats, including H.264 (4K), CineForm 422, and Apple ProRes 422.
The MAX succeeded the Fusion when it began shipping on October 24, 2019, alongside the HERO8. Compared to the Fusion, MAX records to a single memory card and includes a color touchscreen that allows users to preview video.
Chips
Starting from the HERO6 GoPro stopped using Ambarella SoC's and started making their own, starting with the GP1.
The GoPro GP1 is their own SoC with the main task of image processing. It replaces the earlier used Ambarella SoC's and launched in the GoPro HERO6. The SoC was designed in collaboration with Socionext.
The GP1 encodes video in the H.265 codec, also known as HEVC. The available resolutions are 4k60, 2.7k120 and 1080p240 unstabilized or 4k30, 2.7k60 and 1080p120 digitally stabilized.
The GoPro GP2 is the second generation SoC. It replaces the earlier used GP1 SoCs and launched in the GoPro HERO10. It is manufactured on TSMC's 12FFC FinFET process.
The GP2 encodes video in the H.265 codec. The available resolutions are 5.3k60 and 4k120 + 2.7k240 Wide FOV.
