Guide users from interest to plan selection with tailored recommendations, clearer pricing, smarter comparisons, and AI prompts that reduce hesitation before checkout.
This AI assistant can guide users through plan selection without leaving the page.
Rather than adding AI in one place, this prototype uses it across the full decision journey: hero recommendation, comparison assistance, smarter amenities, personalised nudges, class suggestions, nearby club alternatives, and checkout support.
The assistant highlights the best-fit plan, keeps features consistent across cards, and explains why the recommendation was made. This helps users compare faster and reduces uncertainty around access, value and flexibility.
| Compare plans | Off‑Peak | Anytime | 1‑month rolling |
|---|---|---|---|
| AI fit recommendation Based on likely training routine |
Best for daytime visits | Best for mixed routines | Best for flexibility |
| Gym access | Off-peak hours | Anytime | Anytime |
| Pool and spa | Included | Included | Included |
| Classes | Included | Included | Included |
| Contract | 12 months | 12 months | 1 month rolling |
| Monthly price | £33 | £41 | £51 |
Instead of static tiles, AI can highlight what matters most based on the user’s intent — such as swimming, quieter times, recovery spaces, or 24/7 access.
Users who look at pool access can be shown aqua classes. Evening visitors can be shown after-work sessions. This makes the page feel more useful and more personal.
The prototype carries AI through the wider journey too: selecting a trainer, shaping an onboarding plan, recommending quieter times, and connecting to nutrition or recovery support in-app.
AI can surface the most relevant testimonials depending on what a user cares about: value, flexibility, classes, cleanliness, swimming or community.
“I joined for quieter daytime workouts and the pool access made it feel worth the price.”
“The timetable and studio classes helped me stay consistent more than a cheaper gym ever did.”
“The rolling option gave me confidence to join without feeling locked in.”
This section helps explain recommendations, gives users control, and reduces the “black box” feeling that can make AI feel unclear.
Because your browsing suggests daytime visits, interest in pool and classes, and a stronger response to value-led pricing.
Yes — AI helps narrow the choice, but users can still explore every plan, price and feature in full.
Yes — selecting different goals or visit times updates the highlighted plan and supporting messages.
