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It's Time!

My 360-Degree View of the UFC

This book is available for download with iBooks on your Mac or iOS device, and with iTunes on your computer. Books can be read with iBooks on your Mac or iOS device.


If you’re reading these words, chances are that you, like me, are a fan of the great sport we call MMA.

And if you’re a fan, then you probably recognize my face.

Yeah, that’s right—I’m that guy you see at every UFC match, spinning around and roaring into the microphone and getting up in fighters’ grills.

Okay, so I might not be the most subtle or refined announcer in the business. But I hope I communicate my passion for the sport in a way no other announcer does.   

I’ll say it again: Passion. Because that’s what this book is about.

In these pages, I want to tell you about the passion that first led me to bet everything on this sport of ours, way back when MMA was outlawed in half the country and there wasn’t a dime to be made on it. I want to tell you how that passion all started, with my larger-than-life father, a former Marine Drill Sergeant who, by the time I was ten, had taught me to play poker and blackjack, field-strip a Luger pistol blindfolded, and recite poetry. He was a man who thought nothing of confronting a group of thugs armed with nothing but his fists—and who expected the same strength and honor from his sons. 

I want to take you inside the incredible brotherhood that makes up the UFC as nobody ever has before, to tell you about the bond we all share and the crazy times I’ve had over the years with guys like Randy Couture, Tito Ortiz, Chuck Liddell, BJ Penn, and Jon “Bones” Jones. I want to give you my Octagon-side insights on many of the big fights you remember, and just maybe, to tell you about a few memorable fights that took place outside of the octagon, too—from my own sparring match with a youngster named Royce Gracie back before the phrase “Mixed Martial Arts” even existed, to some other brawls you might’ve heard about. 

And I want to tell you about the remarkable, late-life meeting with the celebrity brother I never knew I had—a brother whose existence my parents had never once breathed a word about!—that helped inspire me to chase my own dreams of standing up in the Octagon.

Surprising stuff from the guy in the fancy tux, right? And that’s just the start. There’s a lot you don’t know about me yet.

And now… IT’S TIME! I told you.

From Publishers Weekly

May 20, 2013 – Longtime Ultimate Fighting Championship (UFC) announcer Buffer, who opens bouts with his trade-mark shout "It's Time!" entertains with this breezy insider memoir about one of the world's fastest-growing sports. After describing his early life, including various adolescent street fights, Buffer details the entrepreneurial spirit that brought him to the fledgling UFC and sports entertainment in general. This leads to one of the most fascinating and serendipitous parts of the memoir: Buffer's discovery that World Championship Wrestling announcer Michael Buffer is actually his stepbrother. The well-known slogan "Let's get ready to rumble!" Buffer eventually helps his stepbrother trademark. The rest of the book rehashes highlights from Buffer's nearly two-decade-long career, a series of bouts and fights that will thrill what Buffer knows to be his core audience: "the ideal viewing market eighteen- to thirty-four-year olds who the heart and soul of the UFC." He offers readers various inspira-tional "Bufferisms" ("No. 4 'BSC: Balls, Skill, Confidence.' . . . You can do anything if you have these three things.") Buffer often displays a humor that sets the book apart from conventional fan-targeted sports memoir, such as his admission that he "would never want to be involved in a bathroom fight. Too much porcelain."

Customer Reviews

A fantastic book!

This book will keep your interest from start to finish. If you are a fight fan, this is a must-have!

Great book of a life in mma

Bruce did a great job depicting his life in this book. Must read for MMA fans and also biography addicts.

Amazing read

I love UFC and one of my favorite parts of it is Bruce announcing!! I was excited to get this book and learn more about the man behind the mic. Good honest read and very entertaining. It made me want to be a better father, live with more passion and enthusiasm. Thanks Bruce!

It's Time!
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  • $10.99
  • Available on iPhone, iPad, iPod touch, and Mac.
  • Category: Sports & Outdoors
  • Published: May 14, 2013
  • Publisher: Crown/Archetype
  • Seller: Penguin Random House LLC
  • Print Length: 288 Pages
  • Language: English
  • Requirements: To view this book, you must have an iOS device with iBooks 1.3.1 or later and iOS 4.3.3 or later, or a Mac with iBooks 1.0 or later and OS X 10.9 or later.

Customer Ratings