GoPro is undergoing a dramatic transformation. The company best known for its consumer action cameras has been acquired by Starman Holding for EUR 246 million in cash, in a transaction that Starman describes as a merger. The deal is expected to close by the end of the year, though it does not yet appear in the SEC’s filing system.
The acquisition follows another notable shift in ownership. YouTuber Mark “Markiplier” Fischbach recently became GoPro’s single largest individual shareholder, purchasing 8.5 percent of the company. He did not disclose that stake in a sponsored review published roughly a week later. Under the new deal, existing shareholders will retain 10 percent of the company’s shares. It remains unclear whether Fischbach intends to hold his shares or cash out, though the stock value doubled overnight before beginning to settle.
A Pivot Toward Defense and Aerospace
The language surrounding the acquisition signals a new direction. Founder and CEO Nick Woodman now describes GoPro as “a leading American imaging and optical solutions company, addressing important areas of national security related to cameras, optics and AI infrastructure.” That framing marks a departure from the company’s longtime consumer camera identity.
Starman Holding CEO Charles Tebele emphasized manufacturing goals in the announcement, stating that combining GoPro’s optical expertise and intellectual property with Starman’s transceiver capabilities and U.S. manufacturing platform creates an opportunity to bring production of critical components back to the United States.
The move builds on earlier plans. Facing financial pressure, including EUR 79 million in debt and a sharp decline in value, GoPro had already announced in April that it would begin defense and aerospace consulting. The press release states the company will continue to fully support its existing consumer products and grow in that segment, but the emphasis on national security suggests a broader strategic shift.
Who Is Starman Holding?
Starman Holding operates across a range of businesses. It is connected to several familiar phone case brands, including Incipio, Incase, Griffin, and Survivor. Starman appears to own Onward Brands, which acquired Vinci Brands, a division of Armor Acquisition that had purchased the case operations from Incipio in 2021.
Another Starman brand, Digital Gadgets, has drawn attention for reportedly donating to New York Governor Kathy Hochul’s campaign around the same period it secured EUR 549 million in contracts for COVID-19 tests. Digital Gadgets later sued the administration over subsequent bids.
The combination positions GoPro’s optical technology alongside Starman’s transceiver and manufacturing operations, with a stated focus on cameras, optics, and AI infrastructure tied to national security. The deal is set to close by year’s end.
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