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Company > GoPro: Business Model, SWOT Analysis, and Competitors 2023

GoPro: Business Model, SWOT Analysis, and Competitors 2023

Published: Apr 28, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of GoPro, a leading player in the action camera industry. GoPro has revolutionized the way people capture and share their adventures with its innovative products and user-friendly platform. By examining the company's strengths, weaknesses, opportunities, and threats, we can gain insights into its current position and future prospects. Additionally, we will explore the competitive landscape to understand the challenges GoPro faces from its rivals in the rapidly evolving market.

    What You Will Learn:

    • Who owns GoPro and the importance of understanding the ownership structure of a company.
    • The mission statement of GoPro and how it guides the company's goals and strategies.
    • How GoPro makes money and the various revenue streams it relies on for financial success.
    • An explanation of the GoPro Business Model Canvas and its significance in understanding the company's overall business strategy.
    • The main competitors of GoPro and the potential challenges they pose to its market dominance.
    • A SWOT analysis of GoPro, highlighting its strengths, weaknesses, opportunities, and threats in the competitive landscape.

    Who owns GoPro?

    Ownership History

    GoPro, the popular action camera brand, has had an interesting ownership history since its inception in 2002. The company was founded by Nick Woodman, who started it with just a 35mm camera and a surfboard strap. Over the years, GoPro has grown into a global phenomenon in the action camera industry.

    Initial Ownership

    Initially, Nick Woodman owned the entirety of GoPro as its founder and CEO. He bootstrapped the company and poured all his savings into its development. With his entrepreneurial spirit and determination, Woodman successfully built GoPro from scratch, revolutionizing the way people capture and share their adventures.

    Initial Public Offering (IPO)

    In 2014, GoPro went public and its ownership structure changed dramatically. The company debuted on the NASDAQ stock exchange under the ticker symbol "GPRO." As a result of the IPO, a portion of the company's ownership was diluted and transferred to public shareholders who purchased GoPro's shares on the open market.


    Currently, GoPro is a publicly traded company, meaning its ownership is distributed among its shareholders. The largest shareholders include institutional investors such as BlackRock and Vanguard Group, who hold significant stakes in the company. Additionally, smaller individual investors also own shares of GoPro through various brokerage accounts.

    Nick Woodman's Stake

    Despite the dilution caused by the IPO, Nick Woodman continues to hold a significant stake in GoPro. As the founder and CEO, he has remained committed to the company's success and is actively involved in its operations and strategic decisions. Woodman's continued ownership is a testament to his belief in GoPro's potential and his dedication to its ongoing development.


    While GoPro is now owned by a combination of institutional and individual investors, the company's founder, Nick Woodman, retains a notable ownership stake. As GoPro continues to innovate and capture the imagination of adventurers worldwide, its ownership structure may evolve further, but Woodman's passion and vision will undoubtedly remain foundational to the brand.

    What is the mission statement of GoPro?

    The Mission Statement of GoPro: Capturing the World's Most Exciting Moments

    GoPro, a leading manufacturer of action cameras and accessories, has a clear and concise mission statement that reflects its core purpose. The company's mission is to help people capture and share their most exciting and adventurous moments.

    GoPro's mission statement encapsulates the essence of what the company stands for and what it aims to achieve. By providing innovative and user-friendly cameras, GoPro enables individuals to document their experiences in a way that was once limited to professional photographers and videographers.

    The mission statement reflects GoPro's commitment to empowering people to capture their passions, whether they are extreme sports enthusiasts, travelers, or simply individuals seeking to document and share their everyday adventures. GoPro's cameras are designed to be versatile, durable, and capable of capturing stunning high-definition footage, allowing users to relive and share their experiences with others.

    At its core, GoPro's mission statement emphasizes the importance of storytelling and self-expression. By capturing the world's most exciting moments, GoPro enables individuals to tell their unique stories and inspire others through the power of visual content. The mission statement also highlights GoPro's dedication to fostering a global community of like-minded individuals who share a passion for adventure and capturing life's most exhilarating moments.

    In summary, GoPro's mission statement is a testament to its commitment to providing individuals with the tools they need to document and share their most thrilling experiences. By empowering users to capture their adventures, GoPro enables them to create lasting memories and inspire others to embrace their own passions.

    How does GoPro make money?

    Selling GoPro Cameras and Accessories

    One of the primary ways GoPro generates revenue is by selling its cameras and a wide range of accessories. GoPro offers various camera models targeting different customer segments, including professional photographers, adventure enthusiasts, and casual users. These cameras are known for their high-quality video and photo capabilities, durability, and compact design, making them popular among a wide range of consumers.

    In addition to cameras, GoPro also sells a plethora of accessories that enhance the functionality and versatility of their products. These accessories include mounts, tripods, protective cases, batteries, chargers, and even drones. By offering a comprehensive ecosystem of accessories, GoPro aims to provide customers with a complete solution for capturing their adventures and sharing them with the world.

    Subscription Services

    GoPro also generates revenue through its subscription services. The company offers a subscription plan called GoPro Plus, which provides users with a range of benefits. Subscribers gain access to unlimited cloud storage for their photos and videos, allowing them to safely store and conveniently access their media from anywhere. Additionally, GoPro Plus subscribers receive discounts on accessories, exclusive product offers, and access to premium support.

    The subscription revenue stream not only provides a recurring source of income for GoPro but also builds customer loyalty and engagement. By offering valuable perks to subscribers, GoPro encourages customers to remain within its ecosystem and continue using their products for their content creation needs.

    Content Licensing and Partnerships

    GoPro has established various partnerships and licensing agreements with media companies, content creators, and brands. These partnerships allow GoPro to monetize its vast library of user-generated content by licensing it for commercial use in advertisements, films, documentaries, and other media productions. This content, often featuring breathtaking and adrenaline-pumping footage, is highly sought after by advertisers and media producers who want to leverage the excitement and authenticity associated with GoPro's brand.

    By licensing its content, GoPro not only generates revenue but also strengthens its brand image and expands its reach to audiences who may not be familiar with their cameras and accessories. These partnerships serve as a marketing tool, showcasing the capabilities of GoPro cameras and enticing potential customers to explore and invest in their products.


    In summary, GoPro generates revenue through various channels, including selling cameras and accessories, offering subscription services, and licensing its content. These diversified income streams contribute to the company's financial stability and allow it to continue innovating and providing cutting-edge products and services to its global customer base.

    GoPro Business Model Canvas Explained

    Introduction to the GoPro Business Model Canvas

    The GoPro Business Model Canvas provides a comprehensive framework for understanding and analyzing the key elements that drive GoPro's business model. Developed by Alexander Osterwalder, the Business Model Canvas is a visual tool that helps organizations map out their business strategy by identifying and examining the nine building blocks that make up a company's value proposition, customer segments, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.

    Value Proposition

    At the core of GoPro's business model is its unique value proposition. GoPro offers high-quality, rugged, and versatile action cameras that allow users to capture and share their most exhilarating experiences. The company's cameras are designed to withstand extreme conditions and are equipped with advanced features such as 4K video recording, image stabilization, and waterproof capabilities. GoPro's value proposition lies in empowering users to capture their adventures and share them with the world, creating a sense of excitement and inspiration among its customers.

    Customer Segments

    GoPro targets a diverse range of customer segments, including professional athletes, outdoor enthusiasts, adventure seekers, and content creators. By catering to these distinct segments, GoPro is able to serve a wide variety of customers with different needs and preferences. The company's cameras are used by professional athletes to document their performances, by outdoor enthusiasts to capture their outdoor activities, and by content creators to produce engaging and immersive videos for their audiences.


    GoPro utilizes a multi-channel distribution strategy to reach its customers. The company sells its products through various channels, including its online store, retail partners, and direct sales teams. By leveraging both online and offline channels, GoPro ensures wide availability and accessibility of its products to customers worldwide. Additionally, GoPro also relies heavily on digital marketing, social media, and influencer partnerships to raise awareness and drive demand for its products.

    Customer Relationships

    GoPro places a strong emphasis on building and maintaining customer relationships. The company actively engages with its customers through various touchpoints, including its online community, customer support channels, and social media platforms. GoPro encourages its customers to share their experiences, photos, and videos, fostering a sense of community and loyalty among its user base. By nurturing these relationships, GoPro is able to gather valuable feedback, improve its products, and enhance customer satisfaction.

    Revenue Streams

    GoPro generates revenue primarily through the sale of its cameras, accessories, and subscriptions to its cloud storage and editing software services. The company offers a range of camera models at different price points, allowing customers to choose the one that best fits their needs and budget. GoPro also earns revenue from the sale of accessories such as mounts, cases, and batteries, which enhance the functionality of its cameras. Additionally, GoPro's subscription services provide customers with additional storage and advanced editing capabilities, creating a recurring revenue stream for the company.

    Key Activities, Resources, and Partnerships

    GoPro's key activities revolve around designing, manufacturing, and marketing its cameras and accessories. The company invests heavily in research and development to continuously improve its products and stay at the forefront of technological advancements. GoPro also relies on a robust supply chain and manufacturing capabilities to ensure timely delivery and quality control. In terms of partnerships, GoPro collaborates with various content creators, athletes, and influencers to showcase the capabilities of its cameras and reach a wider audience. The company also partners with retailers and distributors to expand its global presence.

    Cost Structure

    GoPro's cost structure includes costs associated with research and development, manufacturing, marketing and advertising, distribution, and customer support. The company invests significant resources in product development and innovation to maintain its competitive edge. Manufacturing costs include raw materials, labor, and production overheads. To promote its products and drive sales, GoPro allocates a substantial budget to marketing and advertising campaigns. Additionally, the company incurs costs related to distribution and customer support to ensure seamless delivery and excellent customer service.


    By analyzing the GoPro Business Model Canvas, we can gain a deeper understanding of how the company creates value, serves its customers, and generates revenue. GoPro's focus on delivering high-quality cameras, building a strong community, and leveraging multiple channels has contributed to its success as a leading brand in the action camera market. The company's ability to continually innovate, form strategic partnerships, and adapt to changing customer needs has helped it maintain a competitive advantage in the industry.

    Which companies are the competitors of GoPro?

    Overview of GoPro's competitors

    GoPro, the leading action camera brand, faces competition from several companies in the market. These competitors offer similar products, each with their own unique features and target audience. Let's take a closer look at some of the main competitors of GoPro:

    1. DJI

    DJI, renowned for its drones, has also entered the action camera market with its Osmo Action camera. It offers comparable features to GoPro, including 4K video recording, image stabilization, and a rugged design. DJI's strong presence in the aerial photography industry gives them an advantage, as they can combine their drone technology with action cameras.

    2. Sony

    Sony, a well-established electronics manufacturer, has a range of action cameras that directly compete with GoPro. The Sony Action Cam series offers high-quality video recording, advanced image stabilization, and waterproof capabilities. Sony's reputation for producing top-notch imaging devices makes them a formidable competitor for GoPro.

    3. Garmin

    Garmin, known for its GPS and fitness devices, also offers action cameras as part of its product lineup. Their VIRB series of cameras are designed for outdoor enthusiasts, with features such as built-in sensors, GPS tracking, and compatibility with various accessories. Garmin's focus on outdoor activities differentiates them from other competitors and appeals to specific niche markets.

    4. Insta360

    Insta360 specializes in immersive 360-degree cameras, providing a unique shooting experience. While not direct competitors in terms of traditional action cameras, their products like the Insta360 ONE R or Go provide innovative ways to capture and share adventures. These cameras offer the ability to shoot in 360 degrees and later edit the footage to create stunning videos.

    5. Yi Technology

    Yi Technology, a Chinese company, has gained popularity with its affordable yet feature-packed action cameras. Their devices match GoPro's specifications, including 4K video recording, image stabilization, and waterproofing, while being competitively priced. Yi Technology's ability to offer similar capabilities at a lower cost has made them a worthy contender in the action camera market.


    As the action camera market continues to evolve, GoPro faces strong competition from these companies. Each competitor brings its own strengths and attracts different segments of the consumer base. While GoPro remains a dominant player, the presence of these competitors ensures that the market remains dynamic and innovative, giving consumers a wider range of options when choosing their action cameras.

    GoPro SWOT Analysis


    • Strong brand recognition: GoPro is a well-known and respected brand in the action camera industry. Its products are synonymous with adventure and high-quality footage, giving it a competitive edge.

    • Innovative product line: GoPro has consistently released innovative and high-performance cameras that cater to the needs of its target market. These cameras are designed to withstand extreme conditions and capture stunning footage, making them a popular choice among outdoor enthusiasts.

    • Extensive distribution network: GoPro has established a wide distribution network, which includes both online and offline channels. Its products are available in major retail stores, as well as on its own website, ensuring easy accessibility for customers.

    • Effective marketing strategies: GoPro has successfully utilized various marketing strategies to promote its products. Its captivating advertisements, featuring thrilling action shots, have resonated with consumers and helped to build brand loyalty.


    • High product prices: GoPro cameras are generally priced higher compared to their competitors. This can be a deterrent for budget-conscious consumers who may opt for alternative brands offering similar features at a lower price point.

    • Limited product diversification: While GoPro is primarily known for its action cameras, its product line is relatively limited. This lack of diversification leaves the company vulnerable to changes in consumer preferences and market trends.

    • Dependence on external suppliers: GoPro relies on external suppliers for key components of its cameras. Any disruptions in the supply chain can lead to delays in production and affect the company's ability to meet customer demand.


    • Growing demand for action cameras: The market for action cameras has been steadily growing, driven by the increasing popularity of adventure sports and outdoor activities. GoPro can capitalize on this trend by expanding its product offerings and targeting new customer segments.

    • Expansion into new markets: GoPro has the opportunity to expand its presence in emerging markets, where there is a growing demand for action cameras. By adapting its marketing strategies and product offerings to suit the preferences of these markets, GoPro can tap into new revenue streams.

    • Partnerships and collaborations: GoPro can explore partnerships and collaborations with other companies to enhance its product offerings. For example, collaborating with drone manufacturers can help GoPro integrate its cameras into drones, opening up new possibilities for aerial photography and videography.


    • Intense competition: The action camera market is highly competitive, with numerous brands competing for market share. GoPro faces competition from both established players and new entrants, which can pose a threat to its market position.

    • Technological advancements: Rapid technological advancements can make GoPro's existing products obsolete if the company fails to keep up with the latest trends. Staying ahead of technological developments is crucial to remain competitive in the market.

    • Economic downturns: During economic downturns, consumer spending on discretionary items like action cameras may decline. GoPro's sales could be negatively impacted if consumers prioritize essential purchases over luxury items.

    • Legal and regulatory challenges: GoPro operates in various countries, each with its own legal and regulatory environment. Changes in regulations related to privacy, data protection, or import/export can pose challenges for the company's operations and compliance.

    Key Takeaways

    • GoPro is owned by its founder, Nick Woodman, who holds a majority stake in the company.
    • The mission statement of GoPro is to "help people capture and share their lives' most meaningful experiences with others—to celebrate them together."
    • GoPro primarily makes money by selling its high-quality action cameras and accessories to consumers.
    • The GoPro Business Model Canvas outlines the key elements of the company's business model, including its value proposition, customer segments, channels, revenue streams, and key activities.
    • Some of the main competitors of GoPro include DJI, Sony, Garmin, and Insta360.
    • In a SWOT analysis, GoPro's strengths include its strong brand recognition and loyal customer base, while its weaknesses include its heavy reliance on consumer discretionary spending. Opportunities for GoPro include expanding into new markets and product lines, while threats include intense competition and rapid technological advancements.


    In conclusion, GoPro is a well-known company in the action camera industry. While its ownership has changed over the years, it is currently a publicly traded company. The mission statement of GoPro is to help people capture and share their most meaningful experiences through innovative and high-quality cameras.

    GoPro primarily makes money by selling its cameras and accessories. Additionally, the company generates revenue through its subscription services, which offer cloud storage and enhanced access to its editing software. This diversified revenue stream has contributed to GoPro's success in recent years.

    The GoPro Business Model Canvas provides a comprehensive overview of the company's key activities, resources, and partnerships. It showcases how GoPro creates value for its customers and maintains a competitive advantage in the market.

    Speaking of competition, GoPro faces several competitors in the action camera industry. Major players such as Sony, DJI, and Garmin have entered the market with their own innovative cameras, challenging GoPro's market dominance. However, GoPro's strong brand recognition, extensive product range, and loyal customer base have helped it maintain a leading position in the market.

    Lastly, a SWOT analysis of GoPro reveals its strengths, weaknesses, opportunities, and threats. The company's strengths lie in its brand value, product quality, and customer loyalty. However, it faces challenges such as high competition, rapid technological advancements, and market saturation. Despite these challenges, GoPro has opportunities to expand into new markets and diversify its product offerings.

    Overall, GoPro is a resilient and innovative company that continues to thrive in the action camera industry. With its mission to empower people to capture and share their adventures, GoPro is well-positioned to adapt to evolving consumer demands and maintain its market leadership.


    What are the strengths of GoPro?

    Some of the strengths of GoPro include:

    1. High-quality and durable products: GoPro cameras are known for their ruggedness and ability to withstand challenging conditions, making them ideal for capturing action-packed activities.

    2. Exceptional image and video quality: GoPro cameras offer high-resolution capabilities and advanced image stabilization, ensuring that users can capture stunning photos and videos.

    3. Versatility: GoPro cameras come with a wide range of accessories and mounts, allowing users to attach them to various objects or even their bodies. This versatility enables unique and creative perspectives when capturing footage.

    4. User-friendly interface and intuitive controls: GoPro cameras are designed with simplicity in mind, making them accessible to both professionals and beginners. The user-friendly interface and intuitive controls allow for easy operation and quick access to essential features.

    5. Integration with mobile devices and applications: GoPro cameras can be easily connected to smartphones or tablets, allowing users to control the camera remotely, preview shots, and share content instantly. Additionally, the GoPro app provides editing tools and a platform for sharing content with a large community of users.

    6. Brand reputation and community: GoPro has established itself as a leading brand in the action camera market. The company has a strong following and a vibrant community of users who share their experiences and content, creating a sense of camaraderie and loyalty among its customers.

    7. Continuous innovation: GoPro consistently introduces new features and improvements to its products, ensuring that it stays at the forefront of the action camera market. The company's commitment to innovation keeps its products competitive and relevant in an ever-evolving industry.

    What are threats to GoPro?

    There are several threats that GoPro faces in the market:

    1. Competition: The action camera market has become highly competitive with the entry of various companies offering similar products at competitive prices. Competitors like DJI, Sony, and Garmin are also producing high-quality action cameras, which poses a threat to GoPro's market share.

    2. Smartphone cameras: The increasing quality of smartphone cameras has made them a popular alternative to dedicated action cameras like GoPro. Many consumers now rely on their smartphones for capturing action and adventure moments, reducing the need for a separate action camera.

    3. Pricing: GoPro cameras are known for their premium pricing, which can be a barrier for price-sensitive consumers. Lower-priced alternatives from competitors or even older models of GoPro cameras could impact the company's sales.

    4. Technological advancements: Rapid technological advancements in the camera industry pose a threat to GoPro. As other companies develop innovative features and technologies, GoPro needs to keep up with the pace to remain competitive.

    5. Brand perception: GoPro's brand image is primarily associated with action and adventure sports. If the brand fails to expand its appeal to a wider audience or diversify its product offerings, it may limit its growth potential and lose market share.

    6. Legal issues: GoPro has faced legal challenges related to patents and intellectual property rights. These legal battles can be costly and time-consuming, affecting the company's financial health and reputation.

    7. Consumer preferences: Changes in consumer preferences and trends may impact GoPro's market position. For example, if consumers shift towards other forms of content creation or sharing, such as live streaming or virtual reality, GoPro may need to adapt its product offerings to stay relevant.

    What is GoPros mission?

    GoPro's mission is to develop and sell versatile cameras and accessories that enable people to capture and share their experiences in immersive and engaging ways. They aim to empower individuals to celebrate and document their lives through high-quality, user-friendly, and innovative products.

    Who is GoPros target market?

    GoPro's target market primarily consists of adventure enthusiasts, outdoor sports enthusiasts, and action sports participants. This includes individuals who engage in activities such as skiing, snowboarding, surfing, mountain biking, skateboarding, skydiving, and various other extreme sports. Additionally, GoPro also targets travelers, vloggers, content creators, and individuals who are interested in capturing and sharing their experiences in a unique and immersive way.

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