After dismal results: Action cam giant GoPro considers sale or merger

With GoPro, another big name in the camera world is up for sale – the company may not be as steeped in tradition or as high-end as ARRI, but for a long time, it was practically synonymous with the action cam, an entirely new product category. Following weak financial figures in recent years, a very disappointing quarterly report has now been presented, along with the announcement that investment bank Houlihan Lokey has been hired as a financial advisor to explore a potential sale and other strategic alternatives.

According to the quarterly report, approximately 313,000 cameras were sold in the first quarter of 2026, nearly a third less than in the same quarter last year, while revenue shrank by approximately 26% to 99 million. In fact, GoPro had exceptionally not introduced a new Hero Black last autumn, which likely reflected in the lack of sales. However, at the NAB in April, the new Mission series was announced with a larger image sensor, GP3 processor, and an interchangeable lens model. The explicit goal was to tap into new product categories at the "ultra-premium end of the imaging market."

GoPro Mission Pro 2026, first Hero 2006