The adventure, wide-angle camera company, GroPro, has been around for almost twenty years. It is beginning to look more like a camera company corpse, unable or unwilling to adapt to a new economy, than what it was in the beginning. A move and shaker. A maker of camera lenses that were based on the same technology that NASA used.

The company is under pressure, not just from a general take on coronavirus, economic downturn, but the very paradigm of the company was one where you would have a spectacular vacation in an exotic location, and you could capture the best moments with GoPro video. It was a smash hit.

Today, it’s an old, smash failure. The company is struggling with acquasition issues.

There are plenty of people who think they could do better, and they probaby could.

If you look at GoPro’s latest marketing, they are focused on a world that no longer exists, and may never come back.

Think under water thrills and chills in the ocean offshore Cabo San Lucas. Something glittering you could post on Instagram to prove you live The Life. Think video from surf boards plowing, gliding into shore.

GoPro may have hit the rocks.

It’s not adapting its marketing focus fast enough. Dinosours were doomed from the start.

GoPro makes great still photography, but the company feels top-heavy, and no one can move its eye from video to an environment where people could be taking photo of the lives they are living in even during quarantine.

The hotels of Cabo are empty. A week in Cabo will typically cost you $4000.00 per person.

That does not include lots of things like airfare.

The people who are going to be taking luxury vacations are going to be few and far between.

The travel econmy has tanked. It will take years to come back.

Instead of appealing to a market of people who can afford places like Cabo San Lucas, GoPro should be focused on an upper-middle class whose lives are going to be function increasingly around home.

GoPro could fit into that, but it’s not adapting fast enough – or at all.

Today, GoPro still has great production values. But they’re not guiding you to places you can explore.

They totally ignore their own photographic possibilities.

Downsizing isn’t on their agenda.

It’s a shame, but GoPro is beginning to feel so yesterday. The same people who invented it are now the people who are struggling to change to a new reality.

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