GoPro
- Company typePublic
- Founded2002
- HeadquartersSan Mateo, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
GoPro firmographics
Firmographics- Name
- GoPro
- Legal name
- GoPro, Inc.
- Website
- https://gopro.com
- Company type
- Public
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
GoPro industry classification
Industry- Product category
- Consumer Electronics — Action Cameras
- NAICS
- Audio and Video Equipment Manufacturing (33431)
- SIC
- Photographic Equipment & Supplies (3861), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Action Cameras & Rugged Cameras (CRACAPAC)
- akta.pro secondary industries
- Tripods, Mounts & Supports (Tripods, Monopods, Clamps, Action Mounts) (CRACAPAI), Fixed-Lens Cameras (Compact, Bridge & 360 Cameras) (CRACAPAB), Interchangeable-Lens Cameras (Mirrorless & DSLR) (CRACAPAA), Action Cameras & Adventure Imaging Retail (CRACAHAD), Video Camera & Production Gear Retail (Camcorders, Cinema Cameras, Rigs) (CRACAHAB)
Keywords
Where GoPro is headquartered
LocationHeadquarters
- HQ city
- San Mateo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GoPro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Hardware Sales: Primary revenue stream from selling action cameras (HERO, HERO12, HERO13 Black), 360 cameras (MAX, MAX2), and cinema cameras (Mission 1 Series) along with bundled packages and accessories.
- GoPro Subscription: Annual subscription service (Premium $59.99/yr, Premium+ $99.99/yr) providing unlimited cloud storage, auto-upload, highlight videos, guaranteed camera replacement, subscriber discounts on cameras (up to $100 off Mission 1) and up to 50% off accessories.
- Accessories and Mounts: Sales of mounts, batteries, lens mods, cases, lighting, and other accessories. Subscribers receive up to 50% off accessories at GoPro.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Mission 1 - Entry-level cinema camera with fixed 14mm lens |
| One time/ perpetual license | Pay-as-you-go | Mission 1 Pro - Advanced cinema camera with fixed 14mm lens |
| One time/ perpetual license | Pay-as-you-go | Mission 1 Pro ILS - Interchangeable lens system (Q3 2026) |
| One time/ perpetual license | Pay-as-you-go | HERO13 Black - Flagship action camera |
| One time/ perpetual license | Pay-as-you-go | MAX2 - 360 camera |
| One time/ perpetual license | Pay-as-you-go | HERO12 Black - Previous generation flagship |
| Subscription | Annual | GoPro Premium Subscription |
| Subscription | Annual | GoPro Premium+ Subscription |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
GoPro product offering
Product offeringCore offering
GoPro designs, manufactures, and sells rugged action cameras (HERO13 Black, HERO12 Black, HERO, LIT HERO), 360 cameras (MAX2, MAX), and compact cinematic cameras (MISSION 1 Series with 1-inch 50MP sensor and GP3 processor), along with a deep ecosystem of mounts, lens mods, batteries, microphones, gimbals, and accessories. Hardware is bundled with the GoPro Subscription cloud service (Quik app, unlimited cloud storage, auto highlight videos, replacement guarantee), targeting action sports enthusiasts, content creators, and professional filmmakers.
Product overview
GoPro offers a diversified portfolio of action cameras, 360 cameras, and cinematic cameras alongside a software ecosystem. The camera lineup includes the MISSION 1 Series (professional compact cinema cameras with 1-inch sensors and interchangeable lenses), HERO13 Black (flagship action camera with modular HB-Series Lenses), HERO12 Black (performance action camera), HERO (entry-level 4K camera), LIT HERO (compact camera with built-in light), MAX2 (8K 360 camera with replaceable lenses), and MAX (5.6K 360 camera). The software ecosystem comprises the Quik App for mobile/desktop editing with AI-powered auto highlights and 360 reframing, GoPro Player for desktop playback, GoPro Subscription (cloud storage and camera replacement), Open GoPro developer API, and GoPro Labs (advanced programmable firmware). Accessories include HB-Series Lenses, Enduro batteries, Wireless Mic System, Fluid Pro AI gimbal, and various mounts.
Differentiator
Problem solved
Functional benefit
Brands
- MISSION 1 Series: Compact cinematic 8K camera system for filmmakers and creators, featuring 1-inch sensors and GP3 processor
- MAX2
- HERO13 Black
- LIT HERO
- Quik
- GoPro Escapes
Products and services
- MISSION 1 Series Professional compact cinematic camera line with 1-inch 50MP sensor, GP3 processor, 8K30 video, 4K120 capture, and interchangeable Micro Four Thirds lens support (Mission 1 Pro ILS). Targeted at filmmakers and content creators needing cinema-grade footage in a rugged, compact body.
- HERO13 Black Flagship action camera featuring HB-Series Lenses with auto-detect, 5.3K60/4K120 video, 1900mAh Enduro Battery delivering 2.5+ hours of recording, HyperSmooth 6.0 stabilization, waterproof to 33ft, and GPS telemetry overlay.
- HERO12 Black Action camera with 5.3K60 video, HyperSmooth 6.0 in-camera stabilization (Emmy Award-winning), HDR support, Max Lens Mod 2.0 compatibility, and 2x longer runtimes than previous generation.
- HERO Entry-level waterproof 4K camera and GoPro's smallest model at 86g, featuring 4K30 video, 2.7K60 slow-mo, built-in Enduro battery technology, and compatibility with 35+ mounts.
- LIT HERO Compact pocketable 4K action camera with a built-in LED light (three brightness levels), magnetic mounting, waterproof to 16ft, 4K60 video with 2x slow-mo, and simplified controls for casual users.
- MAX2 True 8K 360 camera with replaceable glass lenses, 10-bit color with GP-Log encoding, 300Mbps bitrate, Max HyperSmooth stabilization, 6-microphone array for immersive audio, waterproof to 16ft, and cloud-based reframing tools.
- MAX 360 camera with 5.6K video, Max HyperSmooth stabilization, 6-microphone array for immersive audio, 16.6MP 360 photos, 1/4-20 mounting threads, and dual-lens capture with Reframe editing capabilities.
- Quik App Free mobile and desktop video editing app (iOS, Android, Mac, Windows, Apple TV) featuring automatic highlight video generation, cloud-based editing, 360 footage reframing, CameraFX effects, MotionFrame, Keyframes, and Auto-Sync edits to music.
- GoPro Player Desktop and Apple TV application for playing, trimming, and exporting GoPro footage with HyperSmooth Pro stabilization and 360 reframing capabilities.
- GoPro Subscription Annual subscription service offering unlimited cloud storage for GoPro footage, automatic highlight videos, guaranteed camera replacement (up to 2 per year), up to 50% off accessories, up to $150 off two cameras, live streaming, and transfer/gift capabilities. Tiers include Premium ($59.99/yr) and Premium+ ($99.99/yr with 500GB cloud storage for non-GoPro footage).
- GoPro Webcam Utility software that turns a GoPro camera into a 1080p webcam for Mac and Windows computers.
- Open GoPro Developer program providing open-source API/SDK (Python) documentation enabling third-party integration of GoPro cameras, allowing camera control and settings modification at no cost and without application requirements.
- GoPro Labs Advanced firmware program delivering 300+ programmable features and controls for power users, including sensor-triggered capture and customizable workflows for advanced GoPro camera use.
- GoPro Escapes Booking platform for creator-led group dive travel experiences run in partnership with Dive with Buddy Inc., featuring multi-day trips hosted by GoPro Athletes across Cozumel, Hawaii, Fiji, Raja Ampat, the Maldives, and Malaysia.
- HB-Series Lens Collection Interchangeable lens system for HERO13 Black, including Macro Lens Mod (4x closer focus), Ultra Wide Lens Mod (177° FOV), ND Filter 4-Pack (ND8/ND16/ND32/ND64), and Anamorphic Lens Mod (21:9 cinematic ratio), with auto-detect functionality.
- Enduro 2 Battery High-capacity 2150mAh replacement battery for MISSION 1 Series and HERO13 Black cameras, providing improved efficiency, longer runtimes, and fast charging support.
- Wireless Mic System Wireless microphone system including transmitters, receivers, and charging case, designed for professional audio capture with GoPro cameras.
- Fluid Pro AI Gimbal Multi-device gimbal stabilizer with AI-powered subject tracking, designed for smooth video capture with cameras and smartphones.
Quantifiable outcome
- GoPro cameras won three top industry awards at NAB Show 2026: RedShark Best in Show, ProductionHUB Award of Excellence, and CineD Best-of-Show in Camera Category
- +2 more outcomes
Companies that use GoPro
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
GoPro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature7 records
GoPro partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered strategic, core and minor.
- Red Bull AthletesstrategicASUS ProArt showcase featuring Red Bull athlete Dani Román filming in Namibia, highlighting rugged creative workstation capabilities integrated with GoPro hardware.
- Yamaha Champions Riding SchoolstrategicMulti-year partnership naming GoPro the official camera of ChampSchool. Cameras integrated into training curriculum as precision analysis tools. Provides GoPro exposure across ChampSchool's media ecosystem generating approximately 29 million social impressions and over 2 million YouTube views annually.
- Dive with BuddystrategicLaunched GoPro Escapes booking platform for exclusive, creator-led group dive travel experiences. Available at BookWithBuddy.com and Buddy mobile app. Multi-day trips hosted by GoPro Athletes in destinations including Cozumel, Hawaii, Fiji, Raja Ampat, Maldives, and Malaysia.
- Oliver WymanstrategicManagement consulting firm engaged to explore defense and aerospace market opportunities, analyzing addressable segments, technology synergies, and go-to-market strategies. Project examines product applications meeting performance, durability, and compliance requirements.
- ASUScoreASUS ProArt PX13 GoPro Edition laptop - a compact convertible designed for adventure creators, featuring AMD Ryzen AI Max+ 395 processor, up to 128GB unified memory, deeply integrated GoPro workflow tools including a dedicated GoPro Hotkey and StoryCube app with cloud integration. Includes 12-month complimentary GoPro Premium+ subscription.
- Forcite Helmet SystemsstrategicAcquisition completed for $14 million. Sydney-based developer of smart, tech-enabled motorbike helmets. Deal aimed at accelerating Forcite's vision of enhancing rider safety and expanding into different helmet categories.
- AdobecoreGoPro Reframe plugin for Adobe Premiere Pro and Adobe After Effects enables seamless importing and reframing of GoPro footage. Partnership validated in ASUS ProArt ecosystem for professional color-accurate HDR workflows.
- NVIDIAcoreNVIDIA GPU acceleration for GoPro video processing and Quik app editing. Partnership highlighted in ASUS ProArt ecosystem for AI-powered creative workflows.
- National Investigation Agency (NIA) of IndiaminorNIA traced GoPro camera recovered from terrorists involved in Pahalgam attack through Chinese supply chain. Not a commercial partnership but a supply chain investigation.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
GoPro competitors and assessment
Company assessmentDirect peers
- DJI: DJI is the dominant global action camera and drone competitor (Osmo Action line) and held the majority of the 87% smart camera share captured with Insta360 in Q1 2026. It is the most direct threat to GoPro's core action camera franchise, with comparable or superior stabilization and aggressive pricing.
- Insta360: Insta360 is a direct 360-degree and action camera competitor whose X and GO series compete head-to-head with GoPro's MAX2 and HERO lines. Together with DJI it captured 87% of the global smart camera market in Q1 2026, making it the second pillar of competitive pressure on GoPro's core.
- Garmin: Garmin competes in the action camera market with the VIRB line and shares GoPro's overlap with action sports, outdoor, and motorsports customer segments. Garmin's strength in GPS, navigation, and wearables gives it differentiated bundles for the same persona GoPro targets.
- RED Digital Cinema: RED is a direct competitor in the high-end compact cinema camera market, now owned by Nikon. Its KOMODO and V-RAPTOR lines define the premium tier that GoPro's MISSION 1 Pro ILS must displace to gain share in the professional cinema segment.
Broad incumbents
- Sony: Sony is a broad incumbent with the RX0 action camera line and the Alpha mirrorless/ cinema camera franchise that competes with GoPro's MISSION 1 Series. Sony's deep sensor technology, color science, and professional customer relationships make it the most credible competitor as GoPro moves upmarket into cinema.
- Blackmagic Design: Blackmagic Design is the dominant disruptive incumbent in the professional cinema and broadcast camera market with the Pocket Cinema Camera line. It is the primary professional competitor to GoPro's MISSION 1 Series, offering mature RAW workflows at aggressive price points.
- Canon: Canon competes with GoPro's MISSION 1 cinema line through its Cinema EOS, EOS R, and compact PowerShot lines. Canon's dominant position in professional and prosumer imaging means it benefits from any displacement of traditional cinema incumbents that GoPro is attempting to disrupt.
- Apple: Apple is a broad incumbent whose iPhone Pro lineup (with Action Mode, ProRes, and 4K/120p) and ecosystem (iCloud, Final Cut Pro) structurally substitutes for GoPro's consumer and prosumer cameras. It is the primary reason the action camera category is shrinking at the consumer end.
Emerging players
- Akaso: Akaso is a value-tier action camera brand targeting the same consumer action-sports segment as GoPro at significantly lower price points. It pressures GoPro's entry-level SKUs and LIT HERO positioning through aggressive online pricing and Amazon distribution.
Others
- Forcite Helmet Systems: Forcite is a wholly-owned GoPro subsidiary (acquired Feb 2024 for $14M) developing smart motorcycle helmets. It is an adjacent/owned technology extension into the motorsports helmet category that GoPro's ChampSchool partnership is built around.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
GoPro social profiles
Digital presenceGoPro compliance and trust
Trust signalCompliance2 records
GoPro financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoPro leadership team
Management profileNumber of profiles
Profiles6 records
GoPro subsidiaries and ownership
Company hierarchySubsidiaries2 records
GoPro funding detail
Funding detailFunding overview
Funding rounds9 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoPro M&A and investment
M&A and investmentM&A7 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoPro
What does GoPro do?
GoPro designs, manufactures, and sells rugged action cameras (HERO13 Black, HERO12 Black, HERO, LIT HERO), 360 cameras (MAX2, MAX), and compact cinematic cameras (MISSION 1 Series with 1-inch 50MP sensor and GP3 processor), along with a deep ecosystem of mounts, lens mods, batteries, microphones, gimbals, and accessories. Hardware is bundled with the GoPro Subscription cloud service (Quik app, unlimited cloud storage, auto highlight videos, replacement guarantee), targeting action sports enthusiasts, content creators, and professional filmmakers.
Is GoPro a public or private company?
GoPro is a public company. It is classified as public and is currently operating.
When was GoPro founded?
GoPro was founded in 2002. It employs 501 to 1,000 people.
Where is GoPro based?
GoPro is headquartered in San Mateo, United States, in the North America region.
How does GoPro make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are goPro Subscription and accessories and Mounts.
Who are GoPro's main competitors?
Direct peers on record are DJI, Insta360, Garmin and RED Digital Cinema. Broad incumbents are Sony, Blackmagic Design, Canon and Apple. Akaso is listed as an emerging player. Forcite Helmet Systems is listed as an others.
Does GoPro have an API?
Yes. GoPro offers the Open GoPro developer program that provides open-source API documentation allowing full integration of GoPro cameras into third-party software and solutions. Developers can change settings and control the camera through the API at no cost and without application requirements. The program supports various camera controls and settings modifications.
What industry is GoPro in?
GoPro's product category is Consumer Electronics — Action Cameras. Its primary akta.pro industry code is CRACAPAC, Action Cameras & Rugged Cameras, with a secondary code of CRACAPAI, Tripods, Mounts & Supports (Tripods, Monopods, Clamps, Action Mounts). Its NAICS code is 33431 and its SIC code is 3861.