You protect every asset
you own. Except
the one that matters most.
You are the asset. Something happens to you, something happens to everything else.
BTS90 is a 90-day coaching protocol for entrepreneurs, executives, and parents. It teaches real-world self-defense — fear management, tactical fitness, and how to handle sudden violence. No gym. No schedule change.
- How many of you have a portfolio?
- How many of you track your stocks, your assets, your numbers?
- How many of you have set up strategies and tactics to protect your investments?
I ask a room full of entrepreneurs that and every hand goes up, every time.
Then I tell them the thing that changes the temperature in the room. You have all thought about how to protect your assets. But you do not know how to protect your ass.
You are the asset. Something happens to you, there goes your portfolio.
Nobody hedges that position. There is no diversification for the person who signs the checks, raises the kids, and holds the whole thing together. And there is nothing scarier than sudden violence and mismanaged fear.
Here is what I have learned in forty years of doing this: if I can turn you into a human weapon, everything that makes that possible transfers. If you know you can protect yourself and your family, you can absolutely protect your business.
Which brings me to how I think about all of it. Our life — our family — is our most important job. It's really the work. And each one of us is the CEO of our own life. Most people don't think about it that way.
But as the CEO, you've got decisions to make every day to keep your company — your life, your family — healthy, safe, and thriving. And the most important meeting you'll ever run is the one happening in your head.
Fear is always at the table — the job interview, the hard conversation with your kid, the parking lot when something feels off.
The linchpin? Mismanaged fear. And most of us were never taught what it actually is or how it works.
That's what the BTS90 Protocol is for.
90 days, immersive, blending KNOW FEAR® and the SPEAR System®.
Your ability to respond — your response-ability — is the only asset that protects all the others.
The real problem
The only resource you can't get back is time.
You can lose money and earn it back. You can lose a client, a deal, a quarter, and rebuild all of it. Nobody gets a single hour back.
So look at where yours is going. The rehearsal of a conversation you have not had yet. The 3 a.m. inventory of everything that could go wrong. The decision you have been circling for six weeks. The parking lot you walked through with your head down because you did not want to think about it.
The more time you spend worrying about the future, the less time you spend doing anything about it.
That is the bill fear sends you, and it is paid in hours. This is why fear management and time management intersect. They are the same skill wearing different clothes. Manage the fear and the hours come back — decisions get made faster, hard conversations happen sooner, and the loop in your head stops running in the background all day.
I have spent forty years teaching people how to survive the worst two seconds of their life. Sudden violence is the most honest laboratory there is for fear, because there is no time to fake it. What you learn in there does not stay in there.
"Coach Blauer told us that fear management is really time management and I was able to make that connection in my mind. I've always considered myself somewhat of a procrastinator and I now understand why."
So yes, this is a real self-defense course. You will learn to protect yourself and the people you love. And I will make you this promise: ninety days from now you will think about your time differently, because you will have stopped spending so much of it afraid.
Train with a Battle Buddy
You sign up. You bring a training partner. They're in for free. Both get full access — the weekly calls, the 10-day onboarding, every drill and every scenario.
Who would you fight for? Who do you want to train with?
Know Fear®
Master your mind
Learn to ethically weaponize fear and the startle response. This training transcends combat—it rewires how you show up for your family, friends, and business.
- ▸Convert fear into functional energy
- ▸Make better decisions under pressure
- ▸Lead with confidence in every area of life
- ▸Break through mental barriers holding you back
SPEAR System®
Weaponize your body
The scientifically-validated system used by military and law enforcement worldwide. Master tactical fitness, mental toughness, and self-defense through combat calisthenics and proven tactics.
- ▸Get tactically fit with combat calisthenics
- ▸Learn real-world self-defense that works under stress
- ▸Build physical and mental resilience
- ▸Become safer, stronger, more prepared
Three Months.
Ask any fighter how long it takes to get from out-of-shape to fight-ready. Three months.
That number isn't random. It's not marketing. It's the real window the body and mind need to adapt under pressure.
In that time, the cardio catches up. The weight starts to come off. The timing gets better. The reads sharpen. The self-talk changes. You start to see what pressure does to you.
A fight camp isn't just about getting in shape. It shows you where you hesitate. It shows you where fear creeps in. It shows you what still needs work before the day comes.
I've been a student of boxing and self-defense since the 80s. I've cornered fighters, coached them, and watched people walk into pressure and either handle it or unravel. The ones who handled it weren't always the most gifted. They were the ones who prepared honestly.
BTS90 is built on that same clock. Ninety days. The difference is, on game day, the opponent may not be across the ring.
- It may be the version of you that hesitates.
- The version that swallows what needs to be said.
- The version that freezes in the parking lot.
- The version that loses the meeting before you even walk in.
Fear can be trained. It can be understood. It can become fuel if you know what to do with it.
Let me coach you.
This is more than a self-defense course.
Holistic self-defense is about protecting yourself from emotional, psychological, AND physical threats.
"No matter who you are—until you learn to catch the 'Fear Spike' early and convert it into functional energy, fear remains a distraction."
- If you experience doubt before a difficult conversation...
- If you feel indecision when leading your team or family...
- If you worry about how you'd react to sudden violence...
- If you struggle with self-talk that sabotages your potential...
...then joining the BTS90 Protocol is the right decision.
The silent killer
Fear isn't just about violence.
It's about everything.
The #1 fear in the world is public speaking. Think about that. Logic suggests a secondary crime scene should be terrifying. Yet most people fear the microphone more.
Fear is the invisible hand that throttles your life. It dictates the deals you make, who you talk to, whether you fight for your marriage, how you communicate with your kids, and yes—whether you can defend yourself in a dark alley.
"Tony Blauer's research on fear management has proven more effective for some of my clients than any of the material I have learned in 20 years of practicing psychology."
The cost of inaction
In Business
Hesitation kills deals. Fear of rejection stops you from asking for what you're worth.
In Relationships
Fear of conflict leads to resentment. You swallow your truth to “keep the peace” until it explodes.
In Safety
When violence happens, it's sudden. If you freeze, you lose. You need a system that works with your flinch, not against it.
The timeline of violence
True self-defense happens before the fight.
Most systems only teach you how to fight. We teach you how to avoid the fight, and if necessary, how to end it.
New: 10-Day Onboarding Protocol
A 10-day onboarding protocol with deeper work on KNOW FEAR® and the Cycle of Behavior® before week one.
Detect
Situational Awareness
Spotting the threat before it spots you. Understanding pre-contact cues and environmental awareness.
Defuse
De-escalation
Verbal agility to stop violence before it starts. Managing the “Fear Loop” in yourself and the aggressor.
Defend
The SPEAR System®
When words fail. Converting the startle-flinch into a tactical response to survive sudden violence.
Why Battle Buddy
We've done eight rounds of BTS90 and they keep getting better. But one thing I loved — it was almost serendipity.
On our weekly calls when people would check in, some would say their wife had started working out with them. Others started training their kids. One of our members started training the kids in his neighborhood.
They were using a training partner as a way to reinforce the skills and drills they were learning. Situational awareness exercises became way more fun. Fathers and sons. A father passing ideas to his kids, knowing they'd be safer for it.
You can't get into a fight by yourself. So why train for one alone?
You sign up. You bring a training partner. They're in for free. Pick someone you care about — a spouse, a kid, a neighbor, a best friend. Somebody who's going to push you when you don't feel like showing up, and who you're going to push right back.
They came for self-defense. They left with their time back.
Unedited words from BTS90 graduates — CEOs, cops, speakers, parents.
"Coach Blauer told us that fear management is really time management and I was able to make that connection in my mind. I've always considered myself somewhat of a procrastinator and I now understand why. BTS90 has put me in a position where I better understand how to address this trait."
"Fear was friction — slowing me down or holding me back from executing decisions. BTS90 shifted my mindset from what if to what if I don't."
"My anxiety and fear held me back for a long time. Just today I secured 2 great opportunities with big clients that I would've previously been too afraid to go for."
"Not only do I have enough time to do everything I need to do, but I can also carve out plenty of time for myself."
"I used the SPEAR principles to navigate the fear loop and get off the duress path so I could make difficult decisions quickly."
"I gave a keynote and applied Know Fear insights to my prep and execution. I visualized the talk, worked through fear spikes, tech issues, and people in the crowd. It was a game changer."
"BTS90 pointed out my time sucks and helped me focus on being more productive. Where I grew the most is in my daily psychology — and it helped me not beat myself up when life gets in the way."
"My biggest transformation is I'm more self-aware, more positive, more confident. My self-awareness and patience have made me much calmer. BTS90 absolutely made me a much better version of myself."
"As of today I'm 236 lb, down from 265 when I started BTS90. The small workouts throughout the day keep me feeling better and better, physically and mentally."
Trusted by the world's elite
"One man taught me more about the lead up to the fight and the first few seconds of the fight than all the others combined. That instructor is Tony Blauer. If I had to send a member of my family to learn personal protective skills, there would be no hesitation, it would be Tony Blauer."
"I believe that hundreds of years from now, when the history of this Warrior Renaissance, this Golden Age of Warriors, is written, that Tony Blauer will be remembered as one of the great pioneers who propelled us forward to the next evolutionary step in warriorhood. And you can quote me on that!"
"The SPEAR System® is the most comprehensive combatives program currently available. The system has also become the genesis and springboard of my professional research and training. I will never again train or live without its principles."
The methodology
The compound interest of survival
Most people think self-defense requires hours in a gym. It doesn't. It requires situational awareness and micro-reps.
We use "Tactical Snacks"—1 to 3 minute drills that you do while pumping gas, waiting for coffee, or walking to your car. These small deposits of safety compound over 90 days into a massive advantage.
Zero friction
This training doesn't require any extra time
No gym. No schedule. No disruption to your life. All training and drills are self-paced.
We teach you how to improve your self-awareness, your tactical fitness, and your fear management skills using your current schedule and in your daily life.
We're not going to ask you to block out an hour. That's the magic of our Tactical Snacks — tiny exercises woven into your day during gaps and downtime you didn't even realize you had.
90 days. Your life. Zero disruption.
One housekeeping note. From here on I'm going to call you a tactical entrepreneur. I tell my clients that if you put the word tactical in front of anything it gets cooler, and they're not wrong. But it also means something specific here: you've decided the person holding everything together is worth training.
Give me 90 days. I will give you a lifetime of safety.
This is not a "challenge." It is a transformation. We are rewiring your relationship with fear and violence permanently.
Tactical Fitness
We start by rebuilding your physical foundation. Combat calisthenics designed to make you stronger, faster, and harder to kill. No gym required.
Scenario Training
We move into the “lab.” You will learn to apply the SPEAR System® in real-world scenarios. How to defuse, how to strike, and how to escape.
Mindset Mastery
The final phase is integration. We cement the psychological tools that allow you to control fear and lead with confidence in every area of your life.
The Protocol
Join the next round of tactical entrepreneurs.
Personal coaching for $16.63/day. A trivial investment for a skill that protects everything else.
- ▸Daily Coaching & Micro-Lessons
- ▸Weekly Live Group Calls
- ▸Full SPEAR System® Curriculum
Included bonuses ($1,186 value)
Secure checkout via Stripe
The architect
Tony Blauer
I've spent 40 years reverse-engineering how humans handle danger. I've coached the best in the world—special operations, law enforcement, and military personnel. I've trained combat athletes and martial artists, as well as entrepreneurs, executives, and responsible citizens who stand as the first line of defense for their families.
"Tony Blauer is the Anthony Robbins of the self-defense world."
Now, I'm coaching you.
Direct access. Daily guidance. No filters. Geography, time zones, and schedules have always been the barrier. BTS90 bridges that gap — direct, daily guidance from me, no matter where you are in the world.
This isn't a course. It's a 90-day protocol.
Securing your spot in BTS90 isn't buying a program. It is commandeering four decades of research, proven systems, and direct personal coaching.
01 Tactical Training Plan
A 3-phase training blueprint to follow weekly where you engage in combat calisthenics, SPEAR tactics, and unique mental and physical training exercises.
02 Daily Contact & Support
I send you a daily letter and message to keep you motivated and on track. Daily strategies, tips, and micro-lessons.
03 Weekly Live Coaching
We meet together on Zoom live once a week to discuss our personal progress and set specific training goals.
04 Community & Accountability
Connect with other strong men and women improving themselves so they become better leaders.
05 Direct Coaching by Me
For 90 days, I will be there to guide you every step of the way, offering personal coaching through our live coaching sessions.
06 Personal Protocol
Follow the plan for 90 days and we guarantee that you will experience your own personal protocol physically, mentally, and tactically.
The difference between victim and victor
The difference between the victim and the victor was always how they managed fear. It wasn't technique.
After 40 years of teaching everyone from Tier 1 operators to everyday parents, I discovered that success in any confrontation—physical, emotional, or psychological—comes down to fear management.
"Fear is contagious, but so is courage."
Everyone should learn to choose courage in all things small and large. That's the most important part of this program.
Common questions
“I don't have time for another program.”+
That's the point. BTS90 runs on Tactical Snacks — 1 to 3 minute drills woven into the gaps you already have. No gym, no schedule change.
What is Battle Buddy?+
You register, you bring a training partner, and they're in for free. Both of you get full access: the weekly calls, the 10-day onboarding, every drill and every scenario.
Can you really learn self-defense online?+
Yes. The work is behavioral and psychological first. You drill the physical tools daily, on your own schedule, with weekly live coaching to correct and refine.
What if I miss a live call?+
Every call is recorded and posted. You can submit questions ahead of time and watch the replay whenever it fits your week.
I have bad knees/back/injuries. Can I do this?+
The protocol is scalable. Combat calisthenics are self-paced and regressive — you train at the level your body allows and progress from there.
Is this just for men?+
No. Men and women, executives, parents, first responders, and martial artists all train in BTS90 together.
How much time does it take?+
As little as a few minutes at a time, plus one live weekly call. The protocol is designed to disappear into your day, not compete with it.
Still in the "fear loop" about investing in your safety?
This just happened to me while I was out with my family for breakfast— four men followed my daughter into the restaurant from the parking lot.
Violence doesn't make an appointment. It doesn't care if you're "ready" or if you've "finished the course." It happens in the margins of your life—at breakfast, in parking lots, when you're with the people you love most.
Your most important ASSet is YOU. Can you protect your ass?
Read the full debrief on SubstackDecide.
In 90 days, you can be exactly where you are now—older, slower, and more vulnerable. Or you can be a Human Weapon.
Same investment — $1,497 — for one person, or for two. Bring a Battle Buddy and they're in for free. Add their name and email on the checkout page when you register. We'll take it from there.
Can't make this one? Click here to be notified when the next one starts.
Free intelligence
Not ready to commit?
Get the free e-book on how to ethically weaponize fear, manage the flinch response, and become a human weapon.
*Includes subscription to my tactical newsletter for weekly safety tips.
The irony of fear
You're hesitating because you're afraid it won't work.
But that hesitation IS the problem we solve.
If you don't join, you're proving you need this.
If you do join, you're already starting the work.