I’ve written a bit lately about where GoPro is sitting, and it doesn’t look any better after today’s news from the U.S.
The founder and CEO of the company is loaning it US$20 million of his own money to keep the company afloat – for the time being at least.
Nicholas Woodward says it is a bet on the brand and not a bailout.
The numbers tell a different story though as for the first quarter of 2026, the company’s gross margin is only 4.3% down from 32.3% in the equivalent period last year. That is not a nice figure by any stretch.
Most industry watchers seem to think the loan is in the hope of a buyout or takeover within the next 6 months.
There has been no information from the company on just how the new GoPro Mission 1 is selling. The model has had a critical reception, winning three awards at the NAB 2026 show, but the general consensus is the jury is still out when it comes to knowing whether it has, or will be, a commercial success and help pull GoPro out of the mire.
A quick ring around of camera stores in Australia suggests however that the model is not selling that well.
Here in Australia I have been trying since launch to get a review unit but have had absolutely no success which I find mystifying as you’d think the company would want to get as many review models out there as possible.