They may need to expand their marketing past red bull. Perhaps gardeners, home builders and landscapers. Maybe come up with a marketing package where you can buy a gopro and get a youtube video boost via a YouTube GoPro + Creator video drop (one per purchase).

How have they not competed in the cop bodycam space?

Yeah, people look down on meta glasses, but my instagram feed is full of tradesmen using them and building channels with 5 or 6 figure followings. Something calming about watching well executed tradecraft I find.