Driving full speed into a spin during a Sonoma Raceway, GoPro VP Rick Loughery flipped his go kart and crashed spectacularly, harsh to an inverted hindrance on a side of a track.

His co-workers let out a carol of “ooohs!” before one sensitively pronounced what they all seemed to be thinking: “I wish he’s OK — and we wish he was filming.”

The video, shot on a code new GoPro Hero7 Black camera with a new picture stabilization feature, was impressively well-spoken for such a aroused event. Loughery suffered light injuries.

GoPro has been painful recently, too. But it hopes a new refurbish to a flagship Hero camera, announced Thursday, can assistance it recover.

Earlier this year, GoPro laid off 20% of a workforce and tighten down a fledgling worker division. It dropped a Karma worker after a product unsuccessful to take off and infrequently literally fell from a sky. GoPro’s batch has depressed though stabilized given a association went open in 2014. In January, CEO and owner Nick Woodman pronounced he was open to offered a business.

However, Woodman says he entirely expects a association to be essential in a second half of this year. He says GoPro is experiencing success with other products, like a $599 Fusion round camera. But it’s also focusing on a same camera that’s been during a core of a code for 16 years,

“I can’t tell we how vehement we am to break a parable that a universe is over GoPro,” pronounced Woodman over lunch after a race. Dressed in his possess white racing jumpsuit, Woodman won a go kart competition with a best time.

The $399 Hero7 Black, shipping during a finish of September, is a lapse to a basis for GoPro. The camera doesn’t deviating distant from a company’s many successful formula: rugged, compress and high-res. It facilities usually a few hardware upgrades from a prior model, including some-more memory and an softened microphone.

What it does supplement is a truly considerable new digital picture stabilization underline called HyperSmooth, that uses program to solid a footage so it roughly looks like it was shot with a gimbal.

The camera also packs in new facilities designed to interest to a Instagram set, a pointer that GoPro is profitable tighten courtesy to a destiny of photography: influencers.

It adds a ability to fire in mural mode, a orientation of choice for Instagram, Snapchat and Facebook stories. A mode for tying clips to 15 or 30 second also seems tradition done for amicable media. And a time-lapse mode with stabilization can spin what would be a prolonged drawn-out video of someone’s journey into a bite-sized video during 30-times a speed.

“We spent some time perplexing to make GoPro relatable to everybody, and that was a mistake,” pronounced Woodman. “We commend that a marketplace event is active people and a constraint creatives.”

We tested a cameras during one of GoPro’s press events, that typically involves putting a handful of reporters in only adequate risk to give GoPro’s lawyers a heart attack. we raced a go karts and did tub rolls in a biplane, and a footage was infrequently smooth. CNN’s Samuel Burke went towering biking with Woodman. Past events have enclosed putting reporters in warrior jets and a Arctic Circle, and on America’s Cup boats and surfboards off a seashore of a Mexican penal colony.

Woodman participates in all a events. As a hyper-competitive California surfer who peppers business speak with phrases such as “crushing it,” Woodman has prolonged been a walking essence of a GoPro brand. But a 43-year-old father of 3 also acknowledges that he’s maybe aging out of GoPro’s aim audience. Woodman still uses GoPro for his many impassioned sporting hobbies, though also to film his possess brood.

“The video serves as promotion to remind them how most they adore any other,” pronounced Woodman. “You comprehend how rad we are as a family.”

But he thinks of GoPro as a lifestyle association some-more than a camera company. And that means adding facilities to a Hero that will interest to a subsequent era of camera (and selfie) spooky customers, while gripping a surfer DNA.

“The code needs to stay young, hip, sexy,” pronounced Woodman. “But we’ve got to stay rad.”