When you’re selling online subscriptions for continued access, it can be counter-intuitive to adhere to the marketing best practice of creating scarcity to sell more.However, Fast Fitness to Go, the subject of this week’s Case Study on Subscription Site Insider, was able to find a way to do so, despite the fact that the site is operating in a highly competitive niche.Fast Fitness to Go provides 25-minute workout videos to traveling professionals looking for quick, easy workouts that don’t require weights or equipment. On the homepage, the site offers prospects the opportunity to view one of these members-only videos in exchange for an email address.After prospects receive the video, they are then sent five different emails over 10 days. During this time, the site uses Scarcity Samuri, a WordPress plugin, to create a special offer page for a discounted subscription and with a countdown clock.With this conversion process, Fast Fitness to Go has steadily gotten 11% of site visitors to opt-in to the site’s email list, and 2.5% to convert to paying subscriber status. That’s impressive, especially considering the site’s relatively small audience and traffic numbers.