Gordito positions itself as more honest, even a little insulting, which is exactly what stands out for a fitness app aimed at men, down to the bad language in the eyebrow. The H1 describes how the product works in black and the twist that makes it what it is in coral, and even the name is Spanish for "chubby," a nickname you'd only take from a friend.

Why this H1 works:

• "No LinkedIn coach"
  names the polished fitness persona it's against

• "Alcohol passes"
  a plan that expects a few beers

• The app talks the same way
  "Back on the wagon, are we? Good lad."

• Share on WhatsApp as the second CTA
  how mates pass things around
  
  

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