Driving full velocity right into a flip on the Sonoma Raceway, GoPro VP Rick Loughery flipped his go kart and crashed spectacularly, grinding to an upside-down halt on the aspect of the observe.
His co-workers let loose a refrain of “ooohs!” earlier than one quietly stated what all of them gave the impression to be considering: “I hope he is OK — and I hope he was filming.”
The video, shot on a model new GoPro Hero7 Black digital camera with a brand new picture stabilization characteristic, was impressively easy for such a violent occasion. Loughery suffered mild accidents.
GoPro has been bruised not too long ago, too. Nevertheless it hopes a brand new replace to its flagship Hero digital camera, introduced Thursday, might help it get well.
Earlier this 12 months, GoPro laid off 20% of its workforce and shut down its fledgling drone division. It discontinued its Karma drone after the product didn’t take off and typically actually fell from the sky. GoPro’s inventory has fallen however stabilized for the reason that firm went public in 2014. In January, CEO and founder Nick Woodman stated he was open to promoting the enterprise.
Nevertheless, Woodman says he totally expects the corporate to be worthwhile within the second half of this 12 months. He says GoPro is experiencing success with different merchandise, just like the $599 Fusion spherical digital camera. Nevertheless it’s additionally specializing in the identical digital camera that is been on the core of its model for 16 years,
“I can not inform you how excited I’m to shatter the parable that the world is over GoPro,” stated Woodman over lunch after the race. Wearing his personal white racing jumpsuit, Woodman received the go kart race with the most effective time.
The $399 Hero7 Black, transport on the finish of September, is a return to the fundamentals for GoPro. The digital camera does not deviate removed from the corporate’s most profitable formulation: rugged, compact and high-res. It options only some upgrades from the earlier mannequin, together with extra reminiscence and an improved microphone.
What it does add is a really spectacular new digital photographs stabilization characteristic known as HyperSmooth, which makes use of software program to regular the footage so it virtually appears to be like prefer it was shot with a gimbal.
The digital camera additionally packs in new options designed to enchantment to the Instagram set, an indication that GoPro is paying shut consideration to the way forward for pictures: influencers.
It provides the flexibility to shoot in portrait mode, the orientation of alternative for Instagram, Snapchat and Fb tales. A mode for limiting clips to 15 or 30 second additionally appears customized made for social media. And a time-lapse mode with stabilization can flip what could be an extended drawn-out video of somebody’s journey right into a bite-sized video at 30-times the velocity.
“We spent a while making an attempt to make GoPro relatable to all people, and that was a mistake,” stated Woodman. “We acknowledge that our market alternative is lively individuals and the seize creatives.”
We examined the cameras at one in all GoPro’s press occasions, which generally entails placing a handful of reporters in simply sufficient hazard to provide GoPro’s legal professionals a coronary heart assault. I raced the go karts and did barrel rolls in a biplane, and the footage was oddly easy. CNN’s Samuel Burke went mountain biking with Woodman. Previous occasions have included placing reporters in fighter jets and the Arctic Circle, and on America’s Cup boats and surfboards off the coast of a Mexican penal colony.
Woodman participates in all of the occasions. As a hyper-competitive California surfer who peppers enterprise speak with phrases reminiscent of “crushing it,” Woodman has lengthy been the strolling embodiment of the GoPro model. However the 43-year-old father of three additionally acknowledges that he is maybe ageing out of GoPro’s audience. Woodman nonetheless makes use of GoPro for his many excessive sporting hobbies, but additionally to movie his personal brood.
“The video serves as propaganda to remind them how a lot they love one another,” stated Woodman. “You understand how rad you might be as a household.”
However he thinks of GoPro as a life-style firm greater than a digital camera firm. And which means including options to the Hero that can enchantment to the subsequent era of digital camera (and selfie) obsessed clients, whereas preserving its surfer DNA.
“The model wants to remain younger, hip, horny,” stated Woodman. “However we have to remain rad.”
CNNMoney (San Francisco) First printed September 20, 2018: eight:59 AM ET