GoPro, Inc. (GPRO) Stock

GoPro, Inc. (GPRO) is a Consumer Discretionary stock trading at $0.69 (as of 2026-07-27), with a market capitalization of $118.65M. Figures are sourced from first-party U.S. SEC EDGAR filings and market data.

GoPro, Inc. manufactures and sells mountable and wearable cameras and related accessories, which it refers to as capture devices. Its offerings include products under brands such as HERO9 Black, HERO8 Black, Max, and HERO7 Black, as well as the GoPro App and GoPro Plus.

Understand GoPro, Inc.: how it makes money

GoPro makes and sells mountable and wearable cameras and camera accessories, and it also earns money from GoPro subscriptions and related services sold through GoPro.com and apps.

GoPro runs a dual engine of one-time capture device sales plus recurring subscription revenue, so performance depends heavily on converting camera purchases into subscribers and retaining them over time (via ARR, subscriber counts, and retention).

Revenue by segment (latest quarter)
Hardware	$0.1B
Sub&Svc	$0.0B

Business quality (Weak): GoPro combines hardware revenue with subscription and services, but the latest quarter shows very low gross margin (4.3%) and a large operating loss (operating margin of -57.8%), meaning investors will likely focus on whether recurring subscription metrics can offset hardware economics.

Bull case

Subscription is measurable and scaled, with 2,260,000 ending subscribers and Annual Recurring Revenue of 0.12 USD_B: This suggests GoPro has an ongoing revenue stream rather than relying only on new camera unit sales.
Subscription retention is positive, with Annual Subscriber Retention Rate (Subscription) of 69.0% and Third-Year Annual Subscriber Retention Rate (80%) of 80.0%: Higher retention can support stability in recurring revenue as the subscriber base grows.

Bear case

Profitability is weak in the latest quarter, with gross margin of 4.3% and operating margin of -57.8%: Even with recurring revenue metrics, overall operating results are still materially loss-making.
Revenue is still tied meaningfully to capture devices, with Hardware Revenue of 0.07 USD_B versus Subscription and Services Revenue of 0.03 USD_B: If camera demand softens or mix shifts, overall results may remain pressured.
Balance sheet and channel pressures can show up in inventory, with Ending Inventory of 0.07 USD_B and Channel Inventory Decline Year Over Year of 20.0%: Inventory dynamics can reflect product demand and sell-through risk.

Valuation — source: SEC EDGAR (first-party)
Price	$0.69
Market Cap	$118.65M
Price / Sales	0.25
FCF Yield	-138.0%

Profitability & Growth — source: SEC EDGAR
Revenue (TTM)	$651.54M
Net Margin	-14.3%
Revenue Growth (YoY)	-18.7%
FCF Growth (YoY)	-81.4%

Financial Health — source: SEC EDGAR
Altman Z-Score	-1.54 (distress)
Piotroski F-Score	4/9 (moderate)

Valuation vs Sector & Industry
Sector P/E (Consumer Discretionary)	20.5
Industry P/E (Consumer Goods)	21.9

Smart-Money Activity — SEC Form 4 / 13F / Congressional disclosures
Top Institutional Holder	BlackRock Fund Advisors ($27.63M)
Institutional Holders Tracked	10

Company
Sector	Consumer Discretionary
Industry	Consumer Goods
CEO	Nicholas D. Woodman
Employees	696
Country	US
IPO Date	2014-06-26

Related Companies (Business model: Consumer Hardware (incl. ecosystem services); 8 closest by market cap; US-domiciled)

Data as of 2026-07-27.

Figures sourced from U.S. Securities and Exchange Commission (SEC EDGAR) filings and market data. Not personalized investment advice.