GoPro Inc. is reducing prices that were raised earlier in the COVID-19 pandemic, after the action-camera company announced that revenue declined nearly 20% in the first three months of the year.
GoPro GPRO announced that it will return to prepandemic pricing structures on its lineup of cameras, slicing $50 to $100 off most models. For example, the company’s flagship Hero11 Black camera will now sell for $399.99 instead of $499.99. GoPro also said that discounts on products that it had offered subscribers will go away; subscription prices were dropped to $24.99 for the first year, with subsequent years staying the same at $49.99.
In addition to dropping prices, GoPro executives are also looking to return to retail stores after focusing on direct-to-consumer sales during the pandemic. The news was announced after GoPro revealed that it was unprofitable in the first quarter, its first quarter with a loss in two years, and revenue declined nearly 20%. The company reported a loss of $29.9 million, or 19 cents a share, on sales of $174.7 million, down from $216.7 million a year ago. After adjusting for stock compensation and other effects, GoPro reported a loss of 18 cents a share, after producing adjusted earnings of 9 cents a share in the same quarter a year ago.
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