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Time for Straight Talk with Mark Boris!
Let's get ready to rumble. He's got this magnificent voice. And they put his name on
the screen. It said Michael Buffer. I'm like, what? And I told him what I'm telling you about
how people are stopping me. Who is this guy? And I got this. I think that might be your brother.
But I go, Dad, what are you talking about? I have a brother? I get a rich hand to my throat.
Why the F did you get me? And he looked at me and he said, what are you going to do about it?
And I just went, pop, pop. And we just start going at it. Doors close and there's like 10 floors going down.
And Dana's like up against the wall like this. And the security guy's like this. And it was on.
Mikey, I didn't tell anybody. Who's talking? He goes, Frank. He goes, Dana's telling everybody.
In life, you can have a diamond in your hand and you're going to have a piece of coal.
And it all comes down to marketing, no matter how great the product. If you don't market that
diamond correctly, nobody's going to buy it. The cut man comes up to me and goes, did you hear that?
He goes, the entire audience just said, it's time with you.
And these are Portuguese speaking people. And I thought, ooh.
Hey, guys. So who's going to the UFC on Sunday?
Yeah, it's going to be huge. Huge. It's great for Sydney. Welcome, mate.
Welcome. Thank you, Mark. Pleasure to meet you.
Same here. How many times have you been to Australia? Or to Sydney, more importantly?
Sydney, I think it's probably four or five times. Australia, probably close to 10.
And I have to add one comment.
I go to many cities all over the world. I love Sydney. This is one of the greatest
Sydney's in the world. There's no question. Melbourne reminds me of New York. I've been
to Perth and other places. But I just love the country. The people are fantastic. And
I can't say enough about your country. I really can't.
And what have you been doing? How long have you been in Sydney now? How long
for this trip? When did you arrive?
Oh, I got here Wednesday morning. And yesterday, I filmed a national
Australian commercial for a company I can't talk about that will be out in about a month.
Awesome. You look unbelievable. Look how dapper this dude. Seriously,
they had in the brief. Thank you.
What a dress up. And I actually, and I've been doing podcasts myself. Normally,
I just wear a t-shirt and pair of jeans and blah, blah. So, but I actually, one of the reasons I was
slightly late coming in is because I had to race back to my office, quickly take a shower and get
changed. And I put a pair, at least put a pair of trousers on, knowing that I know you're going to
be dressed up looking to look magnificent. Like seriously. Thank you. Now you're 67 years of age.
67. I turned May 21st. Yeah.
You're, I'm June 21st. So, and, but at 67 years of age, you look awesome. What's your secret?
You know, eat right, train right, be right,
keep stress to an absolute minimum. I don't put anything in my body, you know, the steroids and
all that kind of stuff. I don't do anything. I just keep it natural. I try to get everything
from my food. I get plenty of sleep and which is not always easy for me to do. And stress is not
always to keep low, but just do the best I can. Because I asked Dana the same question that
Dana actually has this week, actually, because he did a thing with Gary Brekker. Gary Brekker. Yeah.
And Dana says, he swears that Gary Brekker has changed his life. Well, he did because Gary
Brekker told him he was going to be dead in 11 years, 10 or 11 years. He actually has this test.
He can pinpoint within a very close period of time when you're going to die. And, uh, Dana didn't
believe it at first, but then he believed it. And I got to say the transition that Dana's gone
through with Gary Brekker is nothing short of amazing. I mean, it's, it's, it's, it's, it's, it's,
it's incredible what he's gone through, uh, and the stress and the amount of, uh, effort and time
and energy he puts into his job, running everything from UFC to power slap to all the other things he's
involved with. I mean, Dana's a Maverick. He's just a nonstop machine. There's no question.
And one of the other things I want to tell you too, is that laughter is very important in life.
You want to laugh as much as you can, and hopefully you're surrounded by people that
love you and share that laughter with you. And, uh, the people you surround yourself
can also have an effect on your aging. And I'm also got Italian heritage. So I got some
good oils going through my skin. Can I go back to when you were a little kid? So where were
you born in the US? I was born in Tulsa, Oklahoma. Uh, my dad told me that I was conceived in Las
Vegas, dropped off in Tulsa. We were there for nine months. Then we moved to Dallas, Texas for
a few years. And Philadelphia is my hometown. They declared my hometown. We were there the rest of
the time. And at 15, I moved, um, to Malibu, California and everybody thought you had to be
rich to live in Malibu, which was not true back then. We were middle-class. My dad worked for
fortune 500 companies and was an entrepreneur in his own right, where I got my entrepreneurial
spirit and teachings from. And, uh, we went to Malibu. We went, um, he was running a company
out there. He quit it within a year to become a writer. He was an accomplished book writer
and screenwriter, and he wanted to follow that path. And, uh, we wound up going broke as a
family two or three times when I was younger and together as a family unit, we got together
and we would go and trade collectibles at, uh, antique
gun shows and we would trade back and forth. And my dad created a big living out of this.
And I was hocking and schmocking and selling stuff at 12 years old across tables where there were
pistols, artifacts, whatever. And it really built my entrepreneurial spirit. I learned a lot back
then. That's really important thing, Bruce. Like how important is it for a young man, a young woman,
uh, to be exposed to front of counter? Like, you know, like you go through school and you,
you'll protect, you live in these destruction environments and they know that you have a
textbook and that's where you learn to give your homework. That's where you're going to submit,
and then you go through exams at the end of the year, then you go on a holiday, blah, blah.
But we very rarely get taught how to address people, how to talk to people, how to engage
with people, how to stand at a counter and do, let's call it a customer service, but all the
relationship stuff that goes with it. I mean, we, you know, people might know you as an announcer,
but he's actually an entrepreneur and I'm going to talk about his entrepreneurial life in a moment.
But I do want to ask you in, as an important point, as terms of training for anybody, how important
is it to hold a counter and have to deal with people?
It's very important. Um, a lot of talent, they're good in front of the camera,
but behind the camera is difficult for them. With the teachings I learned in life at an early age,
and again from my dad, and I want to preface by saying when I would walk into a room when I was
a kid, I'd go, hi, dad. He goes, son, project your voice, shoulders back, chest out, let him
know you're in the room. My dad was a Marine for 13 years, served in World War II in Korea,
and was a drill instructor. So I grew up with that whole, he was teaching me how to fight at
five years old before I even went to school, knowing I was going to get in the fight in
Philadelphia when I went to school. But he taught me a lot about that. And in front of the camera,
I love being in front of the camera, but I managed my brother, the great Michael Buffer,
the legendary Michael Buffer, let's get ready to rumble. I've managed his career for over 30 years.
And before I even got into announcing, which we'll discuss in the UFC,
I was cutting deals and acting as a manager. And I don't have a, pardon me if there's any
agents in the room. I'm not a big fan of agents, but I am a fan of managers.
They get the work done. And I approach everything I do with a very passionate approach,
because if you can find what you love in life and you're passionate about, and you can monetize it,
and you get to earn money from that, then you're living a lifestyle. You're not just going to work.
And that's one of the greatest blessings you can have as an entrepreneur. And I realized that,
and I applied those same principles to my management of him, to myself, to when I meet
people. I mean, what's the biggest thing that people want to do, you should do as a human
being when you walk in a room is look the person in the eye, right? Not down to the
ground, not left and right. Let them know you're in the room. Let them know you want to talk to them,
ask for the sale, close the deal. People are sometimes really good at opening the door,
but they don't know how to close it. There's a difference.
Big difference, a huge difference. And if I could just go back,
I mean, the story, as I understand it, is that you didn't know your brother was your brother.
And can you just elaborate on that a little bit?
I'll give you the short version. Otherwise we'll be here for another 20 minutes, but
on the story alone.
So very quickly back in the, I would say the mid eighties to late eighties, Mike
Tyson became very popular in boxing and he brought boxing back to the forefront where it became the
water. It was the water cooler conversation on a Monday, the way the UFC is today for the fight
fans and boxing for big fights too. I'm not saying I love boxing, by the way, believe me, I love
boxing. When that was happening, my dad, even out of the womb had me watching boxing because my dad
was a boxer. My grandfather was champion. He was a boxer. He was a boxer. He was a boxer. He was a
champion of the world in boxing in 1921. Name was Johnny buff. He was the flyweight Bantamweight
champion and it's in our blood. So I was always watching boxing Tuesday night fights,
Friday night, Saturday night, Sunday, wide world of sports, all that.
All of a sudden this man came out and you never really paid that much attention to the ring
announcer, but this very handsome debonair, exquisitely dressed individual came out and
he's like, let's get ready to rumble. And he's got this magnificent voice and they put his name on
the screen. It said, Michael buffer. I'm like, what? Now I own telemarketing companies in my 20s
and my thirties. And that's how I cut my teeth in business at 18, right into college. I went
into telemarketing, which taught me a lot too. That's a whole nother story. Um, I, I sold good
products, sold off supplies. I didn't cheat people like the Wolf of wall street. I did it very
legitimately. I made a lot of money at it, but before the internet, I saw every phone book in
the, in the country, which I would train the salespeople how to work out of. I never saw my
last name in the phone book. I never saw my last name in the phone book. I never saw my last name in
the phone book. I never saw my last name in the phone book. I never saw my last name in the phone book. I
now, all of a sudden, I'm looking on the screen and says, buffer. What is this? So I've got six
months later, as it starts getting popular, people are stopping me. My friends are stopping me
saying, is that your brother, Michael buffer, the guy that goes, let's get ready to rumble.
How do you look? How do you look like you? Well, he's really handsome. So I don't want
to say that. Some people say we look alike and go, thanks very much. I appreciate that.
But, um, uh, I've said, no, my brother's Brian, who I grew up with my whole life,
my older brother. And it got to the point that it happens so much. I just got this six,
sense and this gut feeling I started calling the offices of Don King and Bob Arum and other people
in the boxing business who is this guy what is he and I found out he grew up in New Jersey very
close to where I grew up in Philadelphia and I found all these close-knit things so one time he
was out doing a fight in in Los Angeles at a small place called the Reseda Country Club and we were
watching on TV and my brother Brian and I pushed my father to call the venue and leave a message
for Michael to call him well Michael called him up called him back they met for lunch it turned
out to be his son my dad never told me he never told me that Michael existed so what happened is
that we were driving up north one day and this is before I had to make that phone call and I told
him what I'm telling you about how people are stopping me who is this guy and I got this I think
that might be your brother I'm 28 years old I go dad what are you talking about I have a brother
his son I never told you I was 20 years old it was World War II I was going off to the Pacific
to do my duty I was married at a young age
came back nine months later, a child was born, a divorce ensued. And the last time I saw the child
was when he was two and a half. It was just one of these strange stories. So Michael was raised
under the name of Huber. And he was raised by foster parents that his mother put him with,
but he was never formally adopted. So when he was 20 years old himself, and he went in the army,
they said, during the Vietnam War, they said, you're not Michael Huber, you're Michael Buffer.
Right? Had that not happened, I probably would not be here talking to you today.
It's amazing how life has the forks in the road that take place. And he said he grew up with the
Leavitt to Beaver lifestyle. He had great foster parents. And when he and my dad got together,
they got along famously, and we all got together. And I started going to Vegas to go to the fights,
and we'd go out, we'd have fun together, we'd party together the whole bit. And I had an epiphany.
And I owned two companies. I was making tremendous money back in around 93, 94. And I saw the Riddick
Bow of Andrew Holyfield fight.
It was November 16, 1994, if I'm not mistaken, 93. And I may be wrong in the date, so pardon me about that.
And it was watching that fight in Vegas, when I saw everybody jumping out of their seats when he did the rumble,
I went back to my hotel room, and instead of going to play blackjack and partying and having the fun we like to have in Vegas,
I couldn't stop. I started writing down three pages of don'ts. Put them on the football fields, put them here,
commercials, TVs, toys, trademark this phrase, let's get ready to rumble. Make it part of American culture.
And I thought to myself, wow, he's never even made a hat or a T-shirt, never had an agent.
And I met with him later, and I said, you know, I want to make you richer, more famous than you ever dreamed,
hopefully myself in the process. But to do this, I'm going to sell both my companies. I'll quit with the money I have in the bank.
I need to be your manager and an equal partner if I create a video game or a toy or something like that.
And I guarantee you, I'm going to make you bigger than you've ever been in the whole nine yards.
And he goes, well, how are you going to do all that? I said, I don't know.
I really don't, but I'll figure it out. I just need to know you're cool with it and let me go to work.
So I started traveling the country with him, shaking hands, taking names, taking cards, making calls, going to trade shows.
He had trademarked the phrase, but not properly to really protect it.
I met with attorneys and formally trademarked it.
And if I could segue for a second, one of the things that got me the trademark idea that's happening right now is
Pat Riley was coaching the Chicago Bulls basketball team. They had three-peated, and he trademarked three-peating.
And I read an article where he made a million and a half dollars in licensing by trademarking.
I wasn't aware you could trademark a phrase.
That gave me the idea, along with other emphasis, to go in there and get that five words of error.
Let's get ready to rumble trademark properly.
And now, some 30-plus years later, the Kansas City Chiefs, who I hope do not beat Philadelphia,
because I'm a Philadelphia Eagles fan, are playing in the Super Bowl.
And if Kansas City wins for the third time, it just came out in an article a couple weeks ago
that Pat Riley stands to make millions of dollars because he owns this trademark.
So everyone in this room is now thinking about the Pandora's Pantsers,
and they're coming for their five-peat this year, if they do it.
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We were made for this.
That's a great story.
Probably more importantly, from my point of view, like, how do you build a relationship
with, I mean, outside your business relationship with your brother?
How do you build a personal relationship?
And how is that process?
How do you undertake that process?
As well as being his business partner.
So, when you make people millions of dollars, they sometimes have a tendency to be your
They tend to like you, yeah.
But aside from that, all kidding aside, Michael and I have always gotten along very well.
He's very, he's a great guy.
We did not grow up together.
We are very similar in many ways.
We are not similar in many ways.
And from day one, we always got along.
And the one thing I do is I always talk and act with total honesty.
And that's very important when you're doing business with somebody.
And I've never done anything in business where,
being the announcer that I am today, where I put myself before him,
I've always, I still, as his manager, it's all about him.
Something comes from me, I keep everything totally separate.
So, I just treat it on the up and up.
I treat it on the best level.
And we've had a lot of fun creating this.
And actually, what we've done together is studied in trademark law.
I found out at universities in American college that we're a subject of trademark law
because of what we've done with Let's Get Ready to Rumble, which is an honor.
You know, there's a lot of experiences in life that we've had.
I've had, as we've all had.
But I've had tremendous experiences.
I can go on and on and tell you whether it's in sports and entertainment,
things I've done, people I've met.
And, yeah, making money is really great.
And, obviously, an emphasis to do everything that I love because I love making money.
But the experiences and the enhancement you get from the experiences
and the character buildup you get from the experiences are so valuable in themselves, too.
And we both cherish all these experiences together.
Have you always been the archetypal marketing person
or the marketing person?
Or, better still, recognizing or understanding where there was an opportunity to market something
And let's forget about making money out of it at this stage, but just I know this is
something that will resonate with consumers of whatever the type of consumer.
It could be an audience.
It could be a retail consumer.
It could be, in your case, boxing and or UFC.
Have you always been that type of person?
And then where does that come from?
Like, was that something you learned growing up or is it in your DNA?
Well, you learn through reps.
You learn through experience.
You learn through trial and error.
You learn through doing.
But at an early age, and again, and I will give my dad a lot of the credit,
to recognize something that could be more than it is.
Because in life, you can have a diamond in your hand and you're going to have a piece of coal.
And it all comes down to marketing, no matter how great the product.
If you don't market that diamond correctly, nobody's going to buy it.
You have that piece of coal, like the pet rock from years ago or whatever,
and you market it correctly, and it sells millions and millions of dollars.
So I like to market diamonds.
And I like to put the marketing behind the diamonds.
And I will only get behind something, and I marketed numerous different products.
I've created products, branding myself in my time that I have out now.
I will only get behind something that I truly believe in.
You said something really interesting before, that before you went to your brother,
you sat down and wrote all this stuff down, took all these notes everywhere.
And I'm just looking around here, and I talk a lot of functions like this.
How important is it, do you think, is to take notes?
If you don't write it down, it's not going to happen.
It's that simple.
You have an idea now, and you think about three things, you're going to forget two of them, right?
One of them, maybe the most important one.
If you have an idea, write it down.
If you saw my desk at home, I've got the little, you know, little stick-em sheets all over the place.
And then when it comes to something I'm going to work on, I create a file, I create notation, the whole bit.
Write it down. Write it down.
And do you think writing it down is for the purposes of just remembering it,
or is it for the purposes of embedding it in your system of thinking?
In other words, it becomes part of your thinking process.
I mean, I take, and that's a really good point.
I mean, I take the view, for example, and I have this thing called a playbook for business.
And chapter two is about what I call playing defensive.
And what it's about is making sure that you reduce the writing every single part of your business.
Like every, who turns the lights on in the morning at the factory?
And what time, and who turns the furnace on and up to what temperature?
So if something ever happens to you, someone can pick it up and go and do it.
Is it part of a process? Is it actually intellectual property, writing this stuff down?
Well, you mentioned something, and what you're saying is embedding it in your brain, right?
So as you write it down and you look at it, hopefully it's getting embedded in your brain
so you have the recall factor that comes in to remember.
If you can't possibly add up the amount of thoughts you have every day of your life,
but you can remember.
You can remember the important ones that you write down, right?
And let's say I'm trying to think, what did I decide to do last week?
I'll just go to my notes, and I'll check it, whether it's in the daily log of my iPhone
or something I wrote as an email to myself.
But in my computer, I keep files and everything.
If I have an idea, there's a file.
And even if I don't even act on that idea for two years, I can go back to that file and look at it.
That's very important.
I'm just looking at you, and honestly, I'm just blown away how,
how well-dressed you are, like beautifully dressed you are.
But you didn't need to do it for us today because it's Friday afternoon, Sydney summer.
You're not up on the stage like you will be on the weekend, you know, announcing the fights.
But you're on brand.
And many years ago, when I was, before your president was president,
when he was doing the same show as I did here in Australia,
I sat down with him, and he told me how important it is to be on brand.
And that person...
on brand, became the President of the United States twice.
How important is it to you, is it to be on brand all the time?
And obviously, outside of this room, you know, put your pajamas on or something.
But I'm talking about on brand when it's important.
How important is that to you?
Well, if you want to create, and you set out to create a brand, right?
And it's not necessarily just that you're creating a product and a brand.
As a human being, you are your brand.
But you want to stay...
You want to stick to your brand and be uniform and consistent.
Consistent, remember that word?
Consistent, consistency is key to your brand.
And that comes down to like the most simplistic things in this day and age of social media and internet and all.
Your company name, your website, your business card, your account on social...
on Instagram, Twitter, it should all be the same name.
If you deviate from the brand, then you're creating two brands, right?
So you want everything to be the same.
So if you call yourself...
ABC Company, well, look me up on my Instagram.
On my website, it's abc.com.
On my product, it's ABC Energy Drink, whatever.
Keep the brand uniform and consistent because that way it creates brand awareness.
You might ask yourself a lot of times in these commercials that you see on the Super Bowl or big games here in Australia or whatever.
And you look at a commercial for 30 seconds.
They just spent millions putting it on TV.
And you go, what was that about?
What was the product, right?
You know, in the Super Bowl.
I guarantee you, half the commercials, I'm not even going to remember what the product was because it wasn't done correctly on the branding.
You want to create branding and you want to create it...
I'm just telling you my opinion.
This is just my opinion, okay?
But that's what I want to eat.
So have you ever heard that theory, keep it simple, Sam?
Keep it simple, Susan?
Well, stupid is...
I have a hard time saying the word ugly and stupid.
It's very hard for me to say that because I think everybody's beautiful in their own right and smart in their own right.
But we all know who's stupid.
No, I'm just kidding.
But you want to keep it simple because then it's easy to remember.
You know, a lot of times people sit back and they'll think, well, how can I just recreate this, right?
Honestly, except for technology, there's nothing that really hasn't already been done.
You know, I got blown away when the potato chip clip was invented, right?
A little chip at the top of the bag.
It's the most simplistic ideas.
The world can still be made.
You can make a lot of money out of it.
But keep it simple.
You don't ever want to put yourself in a position of weakness where you have to over-explain yourself as to who you are and what you're doing, right?
And we live in a world of ADD.
This is an ADD society.
I'm sure it's probably similar in Australia as it is in America.
People want the quick hit.
They want the quick this.
They want to know in 20 seconds.
You've got about 20 seconds, maybe 30, to make your point.
To create your excitement.
Would you agree with this one?
You're going in there.
You've got to throw that first punch.
You've got to create that emphasis.
Wow, this guy's really...
It's interesting.
You've got to create that kind of an attitude, people.
When I see you sitting here, you have not disappointed in terms of the way you'll close yourself.
I mean, Trump's the same.
Trump has been wearing the same...
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
Not the same clothes.
But the same style of clothes forever.
So, I interviewed him in 2015 or 16.
I can't remember exactly which year it was.
And he was, you know, the red tie, the...
I'd love to see his closet.
It's probably blue, blue, blue, blue, blue, red, red, red...
Yeah, but you haven't disappointed either.
So, I think what's important in these situations, and Bruce is a bigger expert on this stuff
But if you are a brand, which he is, he's a brand, and he's created a brand.
brand around himself you know we not only by what he says it's time etc and clearly let's get ready
to rumble with his brother but he has created a brand for himself it's important that you don't
disappoint when you turn up to an audience this is a small audience but even if it's a bigger
audience on sunday when you're you know presenting yourself in front of the millions of people will
be watching that on pay-per-view and and at the stadium you will not disappoint and it's important
that you continue to do the same thing every time absolutely walking into this room seeing
the two three hundred lovely people that are here thank you so much for coming i'm very honored the
fact you even want to hear me say my name or say anything i still say humble about everything
every day i do something every time i walk in the octagon it's the first show i've ever done
it's the first event i've ever done being in front of you all here in two three hundred people it's
just as important to me to look good and and and speak well and hopefully help you or enhance you
or more and more and more and more and more and more and more and more and more and more and more
motivates you for 10 minutes, 10 days, 10 years, or two minutes, whatever, then I've done my job.
It's about what you do with it. But walking in here now and walking in the octagon on Sunday in
front of 15,000, 20,000 people and the millions watching MTV, these are both just as important to
me. And I got to keep that passion. Because if I don't maintain that passion for what I do,
it's time for me to say, I'm done. I mean, I love the paycheck. I love making money.
Am I doing well? Could I retire? Yeah, I could retire. But I mean, am I going to retire with
the full knowledge that I will never have to worry about anything the rest of my life?
I love what I do, right? And the moment I stop loving what I do, then I'll start loving something
else. You'll do something else. Yeah. It's interesting. He's got a ring on his finger
here on his right hand on his forefinger and it says UFC. What's that ring? Can you tell us about
that? Well, it's an octagon. It's UFC. When I turned 50, I had this made.
As a gift to myself. And I never knew there were black diamonds. I never knew that black diamonds
existed. Two months later, the movie Blood Diamond came out with Leonardo DiCaprio. And I felt like
an idiot because I had black diamonds put on my bracelet. But anyway, it is what it is.
I wear this ring in the octagon with pride. I had another ring, which was BB, a B ring,
my family ring. But I really love this. The UFC actually made this for me. I didn't design this.
I designed this. And I love it.
Except if I ever get in a go, right, and I hit somebody with this, it's going to say UFC on their
cheek. I'm done. I'm going to be arrested probably within about two hours.
But by the way, what I wouldn't mind just quickly talking about is that you have a black belt in
one of the martial arts. I have three black belts. I have a second degree black belt in
Tang Soo Do. And I'm a black belt in a style called Jiu Jitsu Do. But I am not a black,
a Jiu Jitsu black belt. I want to say this right now. Can I do Jiu Jitsu in the years of observation
practice? But not as a black belt. I used to go in and train a French Savate fighter who created
this style, Jiu Jitsu Do. And I would go in and train his black belts in striking. And after about
eight months of training in striking, he presented me with a black belt. But I will never ever say
I'm truly a Jiu Jitsu black belt. It's just one of the black belts I hold. But I kick box for 12
years very seriously. And I was always fighting. I was doing martial arts. I'm a surfer. Malibu,
we surf. We did martial arts. I trained with Chuck Lawrence's fighting.
I've been in martial arts since I was 12. And when the UFC came on the scene,
I knew it was my world. So can you just quickly tell us in the story that when you were in the
lift with Dana, you came out having a few drinks and you got in a blue, what we call a blue in
Australia. What do you call it? We call it a blue. A blue? A punch up. We call it a blue. A blue.
Or a stink. Oh, because you're black and blue or blue? That's interesting. Hopefully not you,
the other dude. So maybe you should tell the story. I mean, I can have you tell the story as
you can tell the story. Like you and Dana being out drinking or something like that. And then you
got in the lift and there was a UFC fighter in there. His name was? Frank Trigg. He was a top
10 welterweight in the world about a year before that happened. He had just got bounced from the
UFC because he lost three fights. We're friends. And my dad taught me as a kid, he said, you're
going to go to school. I was in Philadelphia at the time. He goes, they're going to stand you up.
You're going to get pressed for your lunch money. You're going to get pressed by the bullies.
Just punch him right in the nose. Just punch him, fight him.
If you get beat up, you get beat up. But if you don't, you're going to get picked on the rest of
your life. So nobody puts their hands on me. I don't care who you are. It's just not the thing
to do. I will not put my hands on you. I don't expect you to put your hands on me. So anyway,
with that being said, we had just done a show in Vegas, a fight night. And Mike Goldberg,
the commentator at the time, and Frank Trigg, we all went to Mike's room and we had a drink
and we're going to go out. And we're all friends, right? So we're on the 10th floor of the Hard
Rock Hotel and we go to the elevator and we're laughing and joking. And the elevator opens up
and there's Dana and a security guy, Tom. Now I'm the last to walk in. Frank Trigg, he wants to get
back in the octagon. He walked, here's Dana. And if you can picture this, here's Dana and his
security guy. Mike Goldberg goes here. Frank Trigg goes here. And now I'm walking in and Frank
immediately is like, Dana, when are you going to put me back in the octagon? I'm going to fight.
And as I'm walking into the door, I noticed Dana had this incredible watch band on. And I
love watches. So I just reacted. I just leaned over. Dana, that's such a cool watch. I really
like that. And all of a sudden, I get a rich hand. He's back here and I get a rich hand to my,
oh, that sounds pretty good. I get a rich hand to my throat, which is a cheap shot, as we call it.
I can call it something else, but I want to be polite. And I turn around and I look at Frank
and I'm like, Frank, you hit me. I go, why the F did you hit me? And he looked at me and he said,
what are you going to do about it?
And my street kicked in and I just went pop, pop. And it was on. And the doors closed and
there's like 10 floors going down. And so then the doors closed after I pop them because I
stepped in the elevator and Dana's like up against the wall like this and the security guy's like
this. And I wasn't looking at what they were doing. And we just start going at it and going
at it. And we're in a place called the Hard Rock Hotel in Vegas, which has anybody ever been there
at the Hard Rock Hotel? Well, you know, when you go down to the first floor in the lobby,
it's all glass encasements. Right. And, you know, we're slamming each other. Right. And I'm
thinking the door's open. We get down at the bottom. He need me. I shoulder turn him against
the wall. I was going to, you know, do whatever. And I feel the doors opening and I threw my arms
in the air and I go, Frank, we're done. We're done. We're done. Because I knew we would go out
of the elevator, probably go through the glass. Right. Who knows what was going to happen? And
I'm not about to embarrass the UFC and whatever. So I had to wear with all the stuff to fight at
that point. And then.
You know, kind of laughing. It was a fun go. And there's blood up and down my shirt. I look
down my hand. My my thumb is peeled back. I can see the bone in my thumb and blood's gushing
everywhere. And and I guess I cut it in one of his rings or his belt buckle. You know, things
happen. And Dana's like enjoying the heck out of it. And and so anyway, we said goodbyes, this and
the other. I went to the triage or excuse me, I went to the paramedics who were there in the hotel
because we just got done doing.
The fights. And I go, guys, can you superglue it shut? I go, Bruce, you need stitches. So I went
to the hospital, the emergency ward. And this is the really short version. I went to the emergency
ward and the doctor comes in and I can hear my voice in the next room. They're watching the
repeat of the ultimate fighter. I did the early that day. And he walks and he looks up because
for a doctor, what the F are you doing here? Right. And I go, well, you know, here we go.
So about six, seven stitches, five hundred dollars, tetanus shot. Go back with a wrapped thumb. Go out
and do what you do in Vegas. And I left it at that. I told my parents. I told my brother. I don't
talk about fights. They happen. They happen. Two days later, a fighter named Mikey Burnett comes up
to me and he says, hey, Bob, I go, what? I heard you took it to trick. Mikey, I didn't tell anybody
who's who's talking. He goes, because Dana's telling everybody, everybody. So then it became
like an urban legend. And Dana, we get along great. Dana's an amazing person. He's the reason we're
here where we are today, along with everybody's effort.
He called me up a couple of years ago or a few years ago, whenever it was, and they made an
animated show on the elevator fight. And he goes, Bob, where do you see this? It's the best thing
we ever did. I go, you just can't stop talking about it, can you? And what's amazing is Dana
just stood back and let it happen. And I was watching him in the press, on all the presses
in the last couple of days. And Strickland was out there getting stuck into everybody. And Dana was
just like, this is somebody asking some questions of Sean. And Sean, and he's in there.
And in an immeasurable way, was sort of giving everybody cheek and putting in the swear words
and blah, blah, blah. And the camera zoomed over to Dana. And Dana just standing there laughing
his head off. He's just letting it go. And Strickland was basically saying, look, I'm here
fighting for freedom of speech. I'll say what the fuck I like, basically. He's using more colorful
words than that. But the great thing about Dana is he does not try to coach anyone in a way that
they have to address the media. And probably more importantly, and I think it's one of the big
successes of the media, he's not trying to coach anyone in a way that they have to address the media.
He's not trying to teach anyone in a way that they have to address the media. And that's one of the
great things about UFC is authentic. And I just don't mean individuals are authentic when the way
they express themselves and however they want to express themselves. But what's authentic about it
is it's not a stitch up. And I know you love boxing. I love boxing too. And I'm very close
to boxing in Australia. But UFC, there's no bullshit. You fight the person in your weight
division who's next in line to fight. You don't fight the 15th guy. If you're the 15th guy, you're
the top of the tree. You don't control it. UFC sets the fights. They're the matchmaker. As in
boxing, you've got a manager trying to do it. We don't always see the best outcomes. And I think
that whole authenticity, that authentic piece that Dana's created is amazing. Absolutely amazing.
It is amazing. By the way, segue back. I don't ever say in that fight in the elevator that I
betray. I don't talk like that. What happened, happened. Friendly tete-a-tete between two friends.
I come from the school that you have one and you have a beer afterwards. Yeah, totally. Yeah.
Nowadays, you get shot. What happens in the elevator stays in the elevator. Yeah, exactly.
Yeah, exactly. So getting back to what you're saying is, you know, in boxing, one of the things
about boxing, loving it the way I do, there's so many promoters and top fighter here, top boxer
here, but do they ever meet, right? The UFC has the hundreds or however many fighters they have
on the roster. And the best always fight the best. And of course,
he has to fight the best. And he has to fight the best. And he has to fight the best. And he has to
negotiate with the managers and the agents and all that, but he gets the job done, right? And
he's providing entertainment. Dana wants to give you the best entertainment that we can give you
with the best fighting the best. And the man is set. I don't even know if he sleeps, you know,
he's just constantly on the go doing what he's doing. And I will say it again. It is a, it is a
joy. It is an honor to work for Dana. It'll be 29 years from the February 16th of this month that I
stepped in the octagon, 29 years. My first fight was UFC, um, eight of Biomon, Puerto Rico, uh, where
I announced the prelims, but watching the evolutionary process of when Dana took over the
UFC about three, four years after I started to where it is today, it's just an amazing to be in
this rocket ship going uphill and having a first class seat and seeing everything that I've been
able to see and experience. And I don't think we would be here if it wasn't for Dana White and
for Tita brothers who were his partners back then and the power of the UFC. And I think it's
important for him to become a leader. I think it's, I'm really going to have to teach him how to
understand the powers that be involved, um, because we were in danger of going out of business before
he took it over. He's taking to a whole, whole new level obviously. Whole new level. I think
boxing is learned as we've learned from boxing. I think boxing has learned with what he's done
with the UFC, you know, and, uh, I hope so. I want everybody to be successful, whether you're
boxing promoter, another MMA promoter or whatever, we all have the right to be successful.
Just do it right and treat the fighters right. So a lot of people in this room probably don't
Dana comes from a very humble background and he was a boxer himself,
then he became a boxing trainer and he had a bit of drama
in wherever he was training and had to move away.
But he's one of those individuals who's, you know,
it wasn't like he was born into it or inherited it from his parents
or whatever and he had to make a commitment towards it
and take a leap of faith with the Petito brothers
and buy into it in the beginning.
Sure, he's done very well, made a lot of money.
What are the things that you've observed and you're a very close person
to UFC and Dana in particular, what are some of the things
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We were made for this.
Well, we get back to the consistency level.
He's very consistent in his efforts.
He's very passionate about what he does.
And through the trial and error that he went through in the beginning,
because there was trial and error,
basically his partner, the Fertitta brothers,
whether it was Lorenzo or his brother,
told him, hey, it's time to sell it.
We're something like $42, $44 million in the hole.
Dana wound up getting a buyer.
And again, my numbers could be off, so please excuse me.
Getting a buyer for around $7, $8 million, whatever it was,
if I read it correctly.
And then they decided not to do it,
and they rolled the dice by paying to have a show done
called The Ultimate Fighter.
And they just never lost their passion,
and they wanted to make this thing happen,
and they went through it thick and thin,
and luckily with the pocketbooks that they had.
And when we had the first season of The Ultimate Fighter on Spike TV,
it came down to the final event in that fight,
which was between Forrest Griffin,
and Stephen Bonner.
And if you understand TV ratings,
you know, a one, a two, a three,
during that final event,
which was such an incredible fight,
I think they scored like a 12 or higher rating.
Everybody was tuned into the show,
which made the show a hit.
Everybody started watching,
and suddenly at that point,
we started propelling again as the UFC.
So it's like if you believe in yourself,
as he does so well,
There is a point where you have to,
you have to realize it's time to get up from the table
and find another game.
That's true of every business,
and you've got to be realistic about that in yourself too.
But he realized that,
hey, okay, yeah, we're 44 million in the hole.
We just spent all this money in the show,
but now we're taking off again.
Let's keep going.
Let's keep going.
And it just kept taking off.
You're a big thinker,
and Dana's a big thinker too.
How important is it to,
once you've got the thing right,
and you said consistency,
and you've got to be consistent,
but how important is it to start to continue to innovate?
Innovate as well.
So innovate your product.
Innovate around your product.
Well, I always say that
the hardest thing in business is not,
it's not getting there.
It's once you reach that plateau,
it's maintaining that and staying there.
That's the hardest part,
and that's where you want to stay again
with your consistency, your passion,
and don't give up because, oh, I made it.
Now I can relax a little bit.
Now's the time to really pay attention.
Everything needs to be done
when it comes to the branding
and the consistency of the branding
and keeping the awareness out there
and the quality of your product
and the salespeople,
everybody involved in the company,
and Dana was a very big micromanager,
not that he's not still,
and had his, you know, watching over everything,
and he still is to a large extent,
but he surrounded himself with a great team.
He has a great team of people,
and that's very important to you too.
Who's on your team?
Who are the people that are backing you up?
You know, you get sick, you can't go to work,
you want to take a vacation,
you want to do whatever.
Who is your team?
Are you a one man, one woman army?
And the quality of your team?
And it's almost like it's a family, you know?
And you want to keep that family atmosphere.
But you still got to govern your business
with a strong arm, right?
Make sure people are doing their job and treat correctly.
I know I'm kind of segwaying away
from your question a little bit,
and I apologize for that.
But one thing I want to say too
is that when you have a company
and you have people working for you,
sure, you want to pay them correctly,
you want to make them happy.
They love doing what they're doing,
they're going to pay properly.
But I'll tell you one of the biggest things
that's missing in a lot of companies that I see
is walking up to somebody and patting them on the back
and telling them they do a good job,
making them feel appreciated.
And that's worth thousands of dollars to some people.
They just want to be appreciated
and know they're part of a team.
And I don't see that a lot of times in businesses.
Is Dana like that though?
Oh yeah, Dana's, he takes great care of his people,
you know, that I can see.
He governs it with a strong hand.
You're going to work for UFC, you're going to work.
He sort of came across to me
as not somebody to be trifled with,
but at the same time, he's extraordinarily,
I don't want to use the word charming
because it sounds a little bit fake.
He wasn't, but he was engaging.
Like I wanted to talk to him
and he was making me feel as though he wanted to talk to me
and he had the Premier next to him.
Yeah, he made me and the Premier look cool.
Like, and that's pretty hard to do.
Like the poor Premier of New South Wales,
he's dressed in his suit and everything.
But the Premier actually is quite cool and he loves MMA.
He loves martial arts of every type.
And, but Dana was smart.
He did not leave anybody out.
So he would engage the Premier in the questioning.
So it was, you know, I was hosting it,
but Dana knew when to talk to the Premier direct.
He was very good at reading the room
and he's the leader of the organisation.
He could easily say, listen, I'm a rich dude.
I don't need to talk to you.
I'll just do a 10 minute conversation.
I'm out the door.
But he gave us extra time.
He actually went on even further.
And I know it's important to talk to the Premier
in New South Wales, but he doesn't need to do it.
It's going to happen whether the Premier likes it or not.
The UFC, the event, it's going to be as popular
whether the Premier comes in or not.
So how important is it to be able to read the room?
And whether it's one on one or one on 30, you do it.
It's very important, yeah.
I mean, I'm looking at you, we're having a conversation,
but I'm also talking to you too, you know, to everybody.
Everybody, we're all important.
You're important, I'm important.
Every single person in this room is important.
And to sit here and think that any of you are not important,
well, that's wrong.
We prove ourselves in the pudding.
We prove ourselves in what we do,
but we're all created equal.
I can't jump and sink a basket like Michael Jordan,
but we're all created equal.
It's about what we do and how we prove ourselves.
He can't say it's time though.
Can I ask you about that, the phrase it's time?
Is that your phrase?
And do you have that trademarked?
Yes, you have that trademarked as well.
And can I, I mean, you're 60, 70 years of age,
so, you know, your voice,
I mean, how do you keep your voice as pitch perfect?
Particularly when the way you say it, you scream.
I thought to myself, I'll try it.
I tried it at home.
I call it, and my voice,
I'll only join, okay?
But I tend to talk much quieter.
A lot of people tell me when they listen to my podcast,
it actually makes them fall asleep.
I don't know anyone in this room
who fell asleep in my podcast, but,
I'm happy I can make you feel relaxed at least.
But doing it's time, what do you do?
Is there some trick you do?
Do you see a practitioner, a voice specialist
to tell you, look, spray this in your mouth or whatever?
Now, maybe there is some trick here.
Well, I'd like to start off by saying
that when I first became an announcer
managing my legendary brother, Michael,
everybody thought you had to have a phrase.
You had to be phrase driven.
You had to start off with a phrase.
So I didn't start off in announcing with a phrase.
I never had a phrase.
To me, it wasn't what I say.
It's how I say it.
But I also told myself in the first three years
of starting out as an announcer,
if I couldn't develop my own unique style
and be recognized for my style
and not recognized as Michael Buffer's brother,
but be recognized as Bruce Buffer,
then I was going to quit.
I was going to give it up.
So it was about six, seven years into my announcing,
as I was perfecting, I look back the first time I announced
and I'm like, you know, we're all different.
We all, evolutionary process
of getting better with your tool.
Every morning, I had a tendency,
but one of the things I do in the morning
when I'm shaving or looking in the mirror,
I would say, it's time.
I've been doing this for years.
And because to me, that meant to me,
it's time to have the best day I've ever had.
It's time to be the best I can be.
It's time to put it all together, right?
So I realized at the end,
when you're announcing the main event,
and this was something I learned from Michael,
is when you go into the judge's names
and the commission and all,
you're creating all this excitement with,
this is the main event,
but then you're naming all the judges
or you're taking the air out of the crowd.
And you want to kind of bring them back in
and create the excitement.
So I thought, okay, well, the fans are watching on TV.
This is a six, seven hour show.
They've been watching for, let's say, five hours.
It's coming down to the main event.
The people were in the audience.
They had the same.
They've been watching five hours
coming down to the main event.
The fighters have been training
for eight to 10 weeks, give or take.
Now it's coming down
and putting their blood, sweat, and tears on the line,
the main event in their lives.
This is the moment we've all been waiting for.
And I thought, I started the show off.
I used to start it off by saying,
it's time to begin the ultimate fighting championship.
Like that I would do at the start of the show.
And then when Dana took over the UFC,
I had the Godfather meeting.
They flew me to Vegas and sat across the table from him.
And he goes, you know,
I want you to stop saying that at the beginning of the show.
And I'd like you to shorten your announcements a little bit.
The announcement you did for Tito Ortiz
and Evan Tanner in Atlantic City
is the greatest announcement I've ever heard you make.
I'd love for you to keep that same tempo.
So I took what Dana told me and I followed it.
And then I thought, you know,
if I'm not gonna say it's time at the beginning,
this could be really good to say at the end.
So I started saying it,
not with the bravado that I say it now,
or I used to jump like three feet in the air
and all this kind of stuff.
Yeah, I still, I gave a little jump now,
but I blew my ACL in the octagon
announcing George St. Pierre one time.
Not jumping, just, that's another story.
I can tell you so many stories.
So it was 2003, we were in Brazil.
We had just gone back to Brazil.
We're in Rio or I think Rio de Janeiro
and, or Sao Paulo, one or the other.
And I did the It's Time and I'm focused on the fighters.
What I'm announcing,
I'm looking into the eye of the tiger, right?
I'm not, I'm not even thinking,
I'm thinking about the audience,
but I'm not even focused on them.
It's me and you, right?
This is your moment.
I'm here to enhance this moment for you
before you put your life on the line as much as I can.
And to make the fans
as excited as I can.
So I get out of the octagon and stitched around.
The stitch man, the cut man comes up to me.
He goes, Bob, did you hear that?
He goes, the entire audience just said, it's time with you.
And these are Portuguese speaking people.
And I thought, ooh, it's working, right?
And that's when I realized it was catching on.
And then all of a sudden now I go to every city
and if you're gonna go to the show on Sunday,
chances are it'll happen there.
And I'm honored and humbled by it.
Trust me, I love it.
It really makes me,
it's the best compliment I can get for what I'm doing that
aside from a fighter telling me how excited
and how much he appreciated my announcing
or a little kid coming up to me.
That's always the best thing or anybody in particular.
But anyway, that's when I realized,
and you'll probably hear it on Sunday too.
I actually love, I mean, for me,
it gets the hairs on the back of my neck standing up.
I mean, I love the whole.
It gets my hair standing up too.
I love the whole thing.
The entertainment quality,
apart from the skills and the craft,
the entertainment quality of everything,
the whole lead up to Sunday, everything, everything.
And it ends up with you saying it's time.
That's the very last bit of entertainment
apart from the fighters fighting each other.
Well, if you watch the fights from the very first fight,
I'll come out and give a big push to get the show going,
but it builds with each fight and crescendos
into the main event where I let it explode.
I call it roaring.
I used to scream when I started out
because I didn't know how to use my voice.
You might ask yourself, how does a singer do,
five nights a week, two shows a night,
how do they do that and still keep their voice?
Yeah, how do you?
They bring it from the diaphragm.
I'm sorry about that.
They bring it from the diaphragm, your diaphragm.
I used to bring it right here
and I'd get a little hoarse after a show.
So I learned how to control it.
I never took voice lessons.
You had asked me that earlier.
On the table when I'm working,
I have like Hall's mentholiptus and a jar,
and a jar, a cup of honey, right?
And what I do is I coat my throat with honey
in between each fight,
a little water just to keep it smooth.
But I've done the show with blown ACL,
blown out back, laryngitis, 103 degree temperature.
I don't tell anybody.
I go in and do my job.
I mean, the fighters are putting their lives on the line.
I can certainly get through a night of announcing.
You've led an entrepreneurial life.
You've done lots of different things,
like lots of different, some really way out there,
things that I've found out in my research,
which I'm not even going to touch on.
Although it did have something to do
with interviewing porn stars,
which I've done too, by the way,
there's nothing wrong with it.
But some way or stuff,
maybe you probably did some things
that weren't that successful as well,
but you've done some things that are super successful.
But entrepreneurs make a lot of sacrifices.
Have you got any regrets of anything
you may not have done in your life
that you had to sacrifice as a result
of being in this entrepreneur always honor?
In everything, in anything in life, just life.
Sure, I think we all have regrets.
I mean, you know, absolutely.
a personal level, I lost my dad in 2018.
I lost my beautiful mom, not last Christmas,
but the Christmas before, who was my best friend.
Lips on 95, you know, calm dad.
My emphasis, I used to call her before and after every UFC.
She'd say something like,
why did Herb Dean let the fight go so long?
You know, it's like, she just was so into it.
She'd wear a UFC shirt, watching TV, the whole bit.
You know, it's very important.
I'm a very family guy.
And maybe the one regret when it comes to family is that, um,
I've never been married.
I always kid, I've never been married.
I've almost been divorced twice,
but I've never been married.
Is that I didn't get married and have,
I have a child of my own, you know,
her children of my own, for my mom and my dad or my mom.
And I do have one great thing,
which she was with me, is that my partner,
I have an amazing partner, the BPM partner,
I have my company, her name is Kristen.
And we run this business together.
We do more work out of my office than most mid-sized
corporations, just the two of us.
And we've worked together side by side for 27 years.
I've known her for 30.
And, uh, she got married like 23 years ago.
And because we're such good friends,
she honored me by allowing me to be godfather to her son.
And, uh, I'm like an uncle to her other son, Rupert.
And I helped raise these two boys because when, uh,
I was traveling on the weekends,
her husband's working during the week and she's got the kids
when they're one to three years old in the office.
And I'm teaching them, feeding them, you know,
changing diapers here and there,
and going through the little thing.
And it's one of the greatest experiences I ever had in my life.
So at least I had that.
So I had that on a business regret.
And there's other personal things.
You know, maybe you didn't give enough time to this person,
or maybe you didn't develop this relationship over here.
But there's sacrifices you have to make.
There's sacrifices you have to make.
And there's a lot of sacrifices in my business
because the hardest part of my business is the travel.
That's the, if you ask me what the hardest part is, it's travel.
Get me in the Octagon, I'm a pig in a candy store.
What is it? Kid in a candy store.
Not a pig in a candy store.
Maybe it's the same both ways.
But, um, yeah, the travel, the sacrifices you make there,
not spending time with your family,
missing certain moments and time with friends and such as that.
But I try to make up for it as best I can.
In business, uh, I studied acting as a, as,
I wanted to be an actor when I was a kid.
Went to the Dallas Theater of Arts when I lived there
and trained there.
And I was always, I'm a real big movie buff.
I was always fascinated with, you know,
Errol Flynn, John Wayne, Steve McQueen,
and who I had the pleasure of, you know, Steve McQueen.
You know Steve McQueen, of course.
Everybody knows Steve McQueen, the actor.
When I moved to Malibu, his son is still,
was one of my best friends.
He just passed away a few months ago,
or about, excuse me, six months ago.
But, um, I would spend almost every day of my life
at Steve McQueen's house, surfing in front of his house.
And we were really good friends
the last six years of his life.
You know, Mr. Cool, they called him.
Oh, he was a gun. I loved him. Yeah.
He was incredible.
So I, getting away from that,
sorry, I have a tendency to jump back and forth.
Uh, I, my dad was a film buff,
and I can talk film and movies all day long.
He put me on Jeopardy.
I probably have a chance of winning the show.
So I was fascinated, you know,
with certain actors like Errol Flynn.
I loved his lifestyle. I loved what he did.
And I thought, how cool would it be to be an actor, right?
And, uh, at 18 in Malibu, um,
I was approached by a producer,
who produced some really big films.
And, why don't you come in and see me?
And I never went for that meeting, you know,
little things, the little things you didn't do,
where I could have maybe taken that shot.
But I'm fine. I don't miss it.
No, no regrets. No regrets.
I've lived a beautiful life.
I wouldn't change anything for the world.
I would maybe enhance certain aspects of it,
or build on certain aspects of it.
But, uh, I'm very, very happy with the way my life has gone.
Very, very happy.
Ladies and gentlemen, this is the ultimate entrepreneur.
And a great entertainer.
Thank you. Thanks very much.
Thank you very much.
Thank you. Appreciate it.
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