(CNN) â The camera famous for capturing private views is going public.
For ten years, GoPro has been recording extreme sports from the angle of the competitors.
Now itâs entering a competition of its own with the launch of its IPO.
Whether itâs daredevil tots, fetching canines, or an out of this world leap from the edge of space, GoPro is taking the camera industry to new heights.
And now, ten years since the sale of its first ultra-portable cameras, investors have a chance to snap up shares.
âThere are some real questions about how viable it is as a long-term investment because itâs awfully specialized in a niche and itâs coming into a somewhat pessimistic market as it relates to high tech offerings, but I do think itâs in the wearable space and that space is hot,â Max Wolff, Chief Economist, Citizen VC said.
GoProâs story began with a real splash: San Diego surfer dude Nick Woodmanâs goal was to create breathtaking sports videos and share them with his fans.
The cameraâs lightweight, wearable, mountable camera â which fits in the palm of your hand â gives people an eye-of-the-beholder view of the action.
With GoPro, Woodman is now a self made billionaire and has revolutionizing the world of video, selling more than 8.5 million cameras.
But not everything is sky-high for GoPro. Revenues declined in the first quarter of this year.
Itâs facing growing competition from much larger camera companies like Sony and Samsung.
And tech watchers wonder if smartphones and smartwatches might replace GoPro, the way they did the Flip cam.
âYou really would need a phone that could withstand a lot to replace the GoPro, but I wouldnât rule anything out. Obviously Google and Apple are looking at every single consumer market and theyâre finding interest in just about everything right now,â Paul LaMonica said.