How do you bankrupt a multibillion-dollar company? In 2014, GoPro...
Genius Business@GeniusBusiness_
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Jun 19, 2025
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How do you bankrupt a multibillion-dollar company?
In 2014, GoPro was worth $11 BILLION.
Today? Only 2% of its value is left.
Founder Nick Woodman went from Silicon Valley's golden boy to a cautionary tale in a light switch.
The warning signs were so obvious...🧵
In 2014, GoPro was worth $11 BILLION.
Today? Only 2% of its value is left.
Founder Nick Woodman went from Silicon Valley's golden boy to a cautionary tale in a light switch.
The warning signs were so obvious...🧵
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Nick Woodman wasn't always the action camera king.
His first startup, an electronics website, flopped completely.
His second venture crashed in the dot-com bubble, burning through $4 MILLION of investor money.
His first startup, an electronics website, flopped completely.
His second venture crashed in the dot-com bubble, burning through $4 MILLION of investor money.
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Devastated, he fled the country for a 5-month surfing trip to Australia.
Little did he know this "escape" would change everything.
Little did he know this "escape" would change everything.
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While surfing, Woodman noticed a massive problem:
Amateur surfers had NO WAY to capture footage of themselves riding waves.
Professional surfers had dedicated photographers. Everyone else?
They'd awkwardly strap disposable Kodak cameras to their wrists.
Amateur surfers had NO WAY to capture footage of themselves riding waves.
Professional surfers had dedicated photographers. Everyone else?
They'd awkwardly strap disposable Kodak cameras to their wrists.
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He saw an opportunity hiding in plain sight.
Returning home obsessed with his new idea, Woodman moved back in with his parents at age 26.
Haunted by his previous failures, he worked 20-HOUR DAYS for TWO YEARS straight.
Returning home obsessed with his new idea, Woodman moved back in with his parents at age 26.
Haunted by his previous failures, he worked 20-HOUR DAYS for TWO YEARS straight.
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No investors. No fancy office. Just a man possessed with turning his idea into reality.
The first GoPro was shockingly basic: a 35mm film camera in a waterproof case with a wrist strap.
Cost? $30 in parts. Retail price? $150.
The first GoPro was shockingly basic: a 35mm film camera in a waterproof case with a wrist strap.
Cost? $30 in parts. Retail price? $150.
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His first big break came at a trade show in 2004, where a Japanese distributor ordered 100 units.
Exactly 10 years later, GoPro would be worth $11 billion.
GoPro wasn't just growing—it was EXPLODING.
Exactly 10 years later, GoPro would be worth $11 billion.
GoPro wasn't just growing—it was EXPLODING.
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- From surf shops to REI to Best Buy
- Sales topped $1 billion by 2014
- Consumers couldn't get enough of the tiny, indestructible cameras
- YouTube was flooded with GoPro adventure videos
But success has a way of creating its own problems...
- Sales topped $1 billion by 2014
- Consumers couldn't get enough of the tiny, indestructible cameras
- YouTube was flooded with GoPro adventure videos
But success has a way of creating its own problems...
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Post-IPO euphoria took hold.
The company:
- Doubled its workforce to 1,600 employees
- Made Woodman the highest-paid CEO in America ($285M package in 2015)
- Began spending lavishly on new ventures
- Started believing they were untouchable
The company:
- Doubled its workforce to 1,600 employees
- Made Woodman the highest-paid CEO in America ($285M package in 2015)
- Began spending lavishly on new ventures
- Started believing they were untouchable
0:18
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The 2014 IPO changed everything.
In Woodman's own words:
"We went from being thrifty, scrappy, efficient and wildly innovative to being bloated and the opposite of thrifty."
The company went from lean startup to corporate behemoth almost overnight.
In Woodman's own words:
"We went from being thrifty, scrappy, efficient and wildly innovative to being bloated and the opposite of thrifty."
The company went from lean startup to corporate behemoth almost overnight.
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But the action camera market was smaller than investors hoped.
And smartphones with increasingly better cameras were coming for their lunch.
GoPro desperately needed to expand beyond cameras. Their attempts were disastrous...
And smartphones with increasingly better cameras were coming for their lunch.
GoPro desperately needed to expand beyond cameras. Their attempts were disastrous...
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GoPro's entertainment division was meant to capitalize on their massive social media popularity.
They hired executives from Hulu and HBO, but found creating original content far harder than expected.
They hired executives from Hulu and HBO, but found creating original content far harder than expected.
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After burning millions, they shut down the entire division in 2016.
Their drone venture was even worse.
The highly anticipated Karma drone finally launched in October 2016 after multiple delays...
Their drone venture was even worse.
The highly anticipated Karma drone finally launched in October 2016 after multiple delays...
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...only to be FULLY RECALLED three weeks later when units started losing power mid-flight and falling from the sky.
An utterly embarrassing product launch that cost them millions.
An utterly embarrassing product launch that cost them millions.
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By 2016, the stock had fallen 93% from its peak.
Woodman's billion-dollar fortune evaporated, and endless rounds of layoffs became the norm.
The man who once earned $285M in a single year voluntarily cut his salary to $1.
Woodman's billion-dollar fortune evaporated, and endless rounds of layoffs became the norm.
The man who once earned $285M in a single year voluntarily cut his salary to $1.
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Looking back, what happened to GoPro is a masterclass in how NOT to handle success:
1. They failed to adapt to smartphone competition
2. They expanded too quickly after IPO
3. They never defined a vision beyond cameras
4. They entered markets they didn't understand
1. They failed to adapt to smartphone competition
2. They expanded too quickly after IPO
3. They never defined a vision beyond cameras
4. They entered markets they didn't understand
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GoPro still exists today, making excellent action cameras that dominate their niche.
But the dream of becoming the next Apple? Shattered.
The $11 billion valuation?
Gone forever.
But the dream of becoming the next Apple? Shattered.
The $11 billion valuation?
Gone forever.
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That's a wrap!
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Delivery within 24 - 48 hours...
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I hope you've found this thread helpful.
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Follow me @geniusbusiness_ for more original threads on underrated business, finance, and marketing stories.
Could you help me reach 100k before April?
Like/Repost the quote below to spread the word:
Genius Business@GeniusBusiness_
How do you bankrupt a multibillion-dollar company?
In 2014, GoPro was worth $11 BILLION.
Today? Only 2% of its value is left.
Founder Nick Woodman went from Silicon Valley's golden boy to a cautionary tale in a light switch.
The warning signs were so obvious...🧵
In 2014, GoPro was worth $11 BILLION.
Today? Only 2% of its value is left.
Founder Nick Woodman went from Silicon Valley's golden boy to a cautionary tale in a light switch.
The warning signs were so obvious...🧵