GoPro, Inc.

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 [update], 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".

At its peak, a share of GoPro was valued at US$86, but as of June 26, 2024 [update] it was only $1.33. [ citation needed ] [ original research? ]

Because of the COVID-19 pandemic in 2020, GoPro laid off more than 20 percent of its workforce - over 200 employees. In 2010, GoPro made user-generated content (UGC) a formal part of its marketing strategy. The company launched the Million Dollar Challenge, an annual contest where users submit short video clips for a chance to win prize money. GoPro also introduced the GoPro Awards program to recognize and reward its top content contributors.

In April 2026, GoPro was taken as mission equipment by NASA around the Moon on Artemis II.

In June 2026, it was reported that GoPro was in financial trouble due to declining sales and the increasing cost of memory, contributed by the AI data crisis. Reuters reported that GoPro intended to review a range of options including a sale of the company or a merger. On September 1, 2026, GoPro announced that it entered a merger with Starman Optical, a private company optical parts maker. Under the US$ 285 million agreement, Starman would acquire 90% of GoPro with GoPro's existing shareholders holding the remaining 10%, repay GoPro's US$ 92 million debt, and add its products, optical transceivers, to GoPro's product offering.

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.

In February 2024, GoPro acquired Forcite Helmet Systems, a privately held manufacturer of technology-enabled helmets, for approximately $14 million.

In May 2026, GoPro announced that it was reviewing strategic alternatives, including a potential sale or merger, after receiving unsolicited strategic inquiries.

In July 2026, GoPro entered into a securities purchase agreement with entities affiliated with CEO and chairman Nicholas Woodman for $20 million in senior secured notes and warrants.

In September 2026, GoPro entered into an agreement to merge with Starman Optical through Action Acquisitions. Under the agreement, GoPro shareholders are to receive $1.14 in cash and 0.1 share of the surviving company for each GoPro share, subject to the terms of the agreement. Starman Optical's optical-photonics business is expected to expand the combined company's activities into AI data centers, government, defense, and aerospace markets.

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.

In addition to featuring customer-created content, GoPro has developed a community-driven approach through initiatives such as GoPro Awards and the Million Dollar Challenge. These programs allow users to submit original photos and videos captured with GoPro cameras, with selected creators receiving recognition and rewards. Through these initiatives, GoPro encourages participation from its user community while generating authentic content for its marketing activities.

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.