GoPro discreetly expanding its domain, venturing beyond action cameras
In a bold move to redefine its identity, GoPro is set to transition from being known as a maker of action cameras to a producer of high-utility, subscription-connected tools for creators and professionals. This transformation is part of a broader strategy to diversify its product portfolio and revenue streams.
The company's new focus is evident in its partnership with high-end helmet brand AGV to create tech-enabled motorcycle helmets with built-in imaging and communication tools. By venturing into the $3 billion global market for tech-enabled motorcycle helmets, GoPro sees a ripe opportunity for disruption.
GoPro's foray into the world of motorcycle helmets is just one part of its ambitious expansion plans. The brand is also set to launch pro-grade low-light cameras aimed at vloggers, prosumers, and professionals in 2026, marking a departure from its usual action cam category.
Two additional cameras are expected before the end of 2025, including an update to the Max 360 camera, which will support 8K 360° video, AI auto framing, and object tracking.
Beyond hardware, GoPro is broadening its software offerings with new editing tools like MotionFrame and POV for 360 video. The company is also pushing software subscriptions to reach beyond just GoPro hardware owners.
GoPro's strategy now revolves around the trio of hardware, software, and subscription. The new software subscriptions could potentially appeal to current camera owners and professionals in industries like real estate and construction.
In an innovative move, GoPro has also launched an opt-in AI Training program in the U.S., allowing subscribers to license their user-generated content to technology companies for AI model development. Subscribers earn 50% of licensing revenue, turning their footage into a monetizable asset while GoPro leverages a vast cloud library.
GoPro's efforts to boost its business beyond action cameras are paying off. The company has successfully reclaimed 10% market share with a MAX reboot and has boosted attach rates from the low 40s to 56%. Retention sits at around 80% by year four.
With its new focus on creating high-utility tools for creators, GoPro is positioning itself for a potentially profitable future, moving beyond extreme sports videos and into a new chapter that could see it become an essential part of creators' toolkits.
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GoPro's new product range includes pro-grade low-light cameras for vloggers, prosumers, and professionals in 2026, signifying a departure from traditional action cams [Source 2]. Furthermore, technology giants may benefit from GoPro's opt-in AI Training program, as it allows subscribers to license their user-generated content for AI model development, providing a potential revenue stream for both parties [Source 5].
GoPro's latest strategy encompasses gadgets such as smartphones, as evident in their partnership with AGV to create tech-enabled motorcycle helmets, integrating data-and-cloud-computing to enhance communication tools [Source 1]. This broader approach to technology aligns with their expansion plans to cater to a wider audience beyond extreme sports enthusiasts [Source 6].
