GoPro slashes 23% of workforce in drastic bid for profitability

GoPro is cutting nearly a quarter of its entire workforce, a drastic move signaling deep internal pressure as the action camera pioneer struggles to survive. The company plans to eliminate 145 jobs, representing 23% of its 631 employees, in a restructuring effort aimed at returning to profitability. This latest round of layoffs, detailed in a Form 8-K filing, could cost the company up to $15 million in severance and benefits, with most cuts to be completed by the end of the year.

The announcement marks the third significant workforce reduction for GoPro since 2024, underscoring a prolonged battle against declining revenue and intense market competition. The company's core action camera business, exemplified by the recent GoPro Max2 launch, has failed to reverse its financial trajectory. These cuts are a clear admission that previous restructuring efforts have been insufficient to stabilize the business.

The scale and frequency of these layoffs raise serious questions about GoPro's long-term strategic viability. A workforce reduction of this magnitude, following two prior rounds, points to a fundamental struggle to adapt its product line and business model. The financial burden of severance packages adds further strain, pressuring the company to achieve a swift and significant turnaround in 2026 to justify the human and capital cost of this drastic restructuring.