The rise and fall of GoPro: From $11 billion to penny stock

The rise and fall of GoPro is one of the most fascinating business stories in tech history. Once holding over 67% of the global action camera market and valued at more than $11 billion, GoPro seemed unstoppable. From Nick Woodman’s scrappy beginnings selling the first wrist-mounted 35mm GoPro to surf shops, to its explosive IPO, to becoming the go-to camera for extreme sports and YouTube creators, the company was riding high.

But then smartphones, cheap Chinese knockoffs, failed product launches like the Hero4 Session, and disastrous ventures into drones and media brought the brand to its knees. By 2024, GoPro had lost more than half its market share, was burning over $100 million in cash annually, and became a penny stock.

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In this video, we break down GoPro’s full story — the innovations, the hype, the missteps, and the lessons for entrepreneurs and investors. If you’re interested in tech business case studies, market disruption, or startup cautionary tales, this one is for you.

Chapters:
00:00 – GoPro’s billion-dollar rise
01:20 – Breakthrough products and perfect timing
04:29 – Competition and early missteps
05:53 – Product flops and declining sales
07:36 – Failed pivots into drones and media
09:35 – Market share collapse and lessons learned