90 days with Coach Tony Blauer
WHAT WOULD IT COST YOU IF YOU DON'T FIGHT BACK?
Your nose?
Your teeth?
Your life?
Most people immediately picture a physical fight.
NOW WIDEN THE LENS. WHAT ELSE COULD IT COST YOU?
Your family?
Your relationship?
Your career?
Self-defense isn't always about a confrontation with someone else. The first and most important fight is winning the one inside your head.
01
“Today was day 1 of academy and when I put my dress uniform on I haven't worn since May the pants fell around my ankles without the belt.”
02
“Despite being outwardly successful I was struggling internally as my own worst enemy … my mindset has shifted to 'what if I don't,' turning that same fear into fuel.”
03
“I live in Australia and wasn't able to make the calls due to time zone differences, but I listened to them on my way to work every week … if I go a day or two without the tac snacks push-ups, my nervous system really does miss them.”
SO WHAT EXACTLY IS BTS90?
BTS stands for Built To Survive. 90 is how many days the program runs.
Before I explain how it works, let's talk about the F word.
No, not the one you're thinking of.
Fear.
Psychological fear is truly the one thing that stops all of us from doing what must be done. I've been teaching self-defense since 1977 — pro fighters, military, law enforcement, entrepreneurs and executives — and I have never found a scenario where managing fear wasn't the most important part of the success formula.
Think about that.
I'm 66. I've been a fear "manager" for most of my life. Fear has fucked with me forever. Despite it, I've pursued every goal and dream I've ever had. How? I learned to manage fear. I learned and accepted that fear is unsolicited and inevitable. No one wants to feel fear. The problem is no one ever taught us how to think about fear as a positive, or how to change our relationship with it.
Fear isn't the enemy. Fear is simply energy. Fear is information.
AGE 5 TO 10
I was afraid in elementary school.
I was afraid at every wrestling practice and tournament.
I was afraid when I had my first fight.
AGE 11 TO 20
I was afraid when I got jumped by two guys in 1972, and that's probably the reason I started training in martial arts.
I was afraid every time we sparred.
I was afraid as a downhill ski racer.
MY 20s
I was afraid to break away from traditional martial arts and trust my intuition and follow my dreams to develop my own system.
I was afraid every time I went to LA to be interviewed by the martial arts magazines. Little know fact, in 1980, for my first interview, I had to pull over and throw up before I arrived at Black Belt Magazine.
I was afraid to open my first business.
I was afraid taking out a loan at the bank and buying equipment.
I was afraid when I got married.
I was afraid when I got divorced.
I was afraid when I flew to Hong Kong in 1986 to be in a movie with Brandon Lee.
I was afraid the martial arts elites would laugh at me. They did. Here we are 40 years later.
MY 30s
I was afraid when my girlfriend told me she was pregnant.
I was afraid when we split up.
I was afraid when I fought for custody of my son, and won.
I was afraid to get married again.
I was afraid to have more kids.
I was afraid to go all in on my scenario training gear.
I was afraid to close my school in 1993 and go all in teaching law enforcement and military.
I was afraid every seminar, and I did hundreds of them for decades.
MY 40s
I was afraid to move to Virginia in 2008 to set up production.
I was afraid when the US Army selected HIGH GEAR® in 2009 to support their Combatives program and gave me a $17 million order. I was afraid we wouldn't be able to manufacture it and ship it.
MY 50s
I was afraid when several people I'd mentored betrayed me, and I made the decision to dissolve my company in 2010 and start over.
I was afraid when my family experienced a home invasion while I was out of the house.
I was afraid when I relocated to California with no company, no contracts, no home.
MY 60s
I was afraid in 2020 when COVID shut everything down. All of my business was live and in person. For the second time in ten years I almost lost my company, and I had to build three online programs in three months. One of them was BTS90.
I was afraid when the nerve pain started and the MRI said spine surgery. I was so afraid I avoided it. Then it became emergency surgery. My whole life I've been a student of fear, and that one taught me a level of the system I'd been teaching for years and never fully understood.
The fear continues today. Every decade, every chapter, revealed new fears. The opponent was always the same — self-doubt, negative thoughts, overthinking, procrastination. All of it psychological fear.
The fear was never about what to talk about or teach or demo. It was psychological. Fear creates doubt. Doubt creates hesitation. Nobody escapes that — it's human. It's when hesitation slides into procrastination that you start losing the one thing none of us gets back. And that's time. Will I be successful? Will I be able to take care of my family? Will my dreams come true? Will my kids be cool? Will I have a good relationship?
Surely you recognize some of that.
Everyone feels fear. And everyone pretends it's not there, or that it doesn't matter. But it is there, and it does matter. And we didn't need to feel it for so long.
Fear doesn't always feel like fear. Sometimes it sounds perfectly rational. Not now. I'm too busy. I'll deal with it later. I don't need this. I'll start tomorrow.
All those years. All those fears. And in spite of every one of them, every dream and goal I ever set for myself, I achieved.
I wanted to create my own self-defense system. Everyone in the industry pushed back. I created it anyway. I became a self-defense entrepreneur. I had a vision for gear that didn't exist, and I revolutionized how scenario training was done. Every single time, the voice in my head said this isn't going to work — and every single time, I believed in it and did it anyway.
I had a vision to make everyone in the world safer. A venture capitalist told me it was the most grandiose thing he'd ever heard. How the hell was I going to do that? Here I am, 40 years after that meeting, doing just that — over half a million people trained, over 40,000 HIGH GEAR® suits sold, 30+ countries traveled to and trained in, close to 200 affiliates worldwide, running one of the most successful self-defense businesses in the history of self-defense.
And what I realize now is that the fear didn't stop any of it. It prevented me from doing things sooner, and from enjoying the experience more.
It's hard to hit a flow state when you're carrying around the emotional weight of psychological fear. That doesn't mean you can't succeed. Most of us find a way to succeed by navigating duress.
We can't stop fear. It's inevitable and it's unsolicited. It's okay to be afraid — it's going to happen. So let's do something valuable with it. When it spikes, we can turn fear into fuel.
After all these years, and given my track record, you might say I'm a bit of a fear management expert.
BTS90 is the program I wish someone had taught me as a kid. If I'd known at seven what I know now about the psychology of fear, I'd have been a better wrestler. A better skier. A better friend, brother, son. And down the road a better boss, husband, father, leader. I believe I would have done everything I did — I just wouldn't have overthought it as much. Psychological fear does weird things to all of us. Learning how to unpack it changes your self-awareness dramatically.
I put together a program based on how I made all this happen, and on how I stayed tactically fit on the road, some years up to 200 days. I'm not a gym rat. I almost never hung out at the gym.
I'm best known for the self-defense system I created, but unless you're active duty or live somewhere violence is something you face every day, the most frequent attack you and I will face is our own self-talk, followed closely by the people around us.
I've had moms, dads, teenagers, ER doctors, pilots, police officers, firefighters, martial artists, social workers, entrepreneurs and executives — you name it, they've done this program. Beginner or black belt, I'll teach you the most natural and instinctive way to protect yourself, and I'll show you how to think strategically when fear is telling you to look the other way.
If you do the work, it will change your life in so many ways.
You don't need no fear. You need to KNOW FEAR®.
Those who manage their fear manage to fight.
Coach Tony Blauer
Founder & CEO, Blauer Tactical Systems Inc.
Creator of the SPEAR System®, KNOW FEAR® and HIGH GEAR®
“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.”
“I am a 67-year-old grandfather, former Army Special Forces with training in Tae Kwon Do, Judo and Muay Thai. None of my prior training emphasized the psychological, physiological or tactical elements. This does.”
“Your focus on avoiding violence and managing fear is just not part of most self-defense resources out there.”
“I was able to free myself from years of past anxiety and I have a roadmap for the future.”
BTS90 graduates, in their own words.
“The workout part was a struggle, due to a shoulder injury, but your talks opened my eyes to the fact that I was in a fear loop over getting the right help. I'm now in PT and healing. Labs came back yesterday and they have never looked that good.”
“The 10 daily habits that have literally changed my life for the better. The daily messages that keep educating me and get me to look at things differently. I've done every session since I started and I'm still getting tons of good out of the program.”
“The single biggest part of BTS90 that benefited me was Coach Blauer's commitment of presence, time, and personal interaction. BTS90 allows the participant genuine access to an elite coach who walks the walk alongside you.”
“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.”
“BTS90 taught me that real strength isn't carrying more. It's knowing how to respond when fear tells you that you can't.”
“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.”
“I was 269 with a 42-inch waist when I started BTS90. I was down to 232 with a 34-inch waist at the end. The small workouts throughout the day keep me feeling better and better, physically and mentally.”
A lifelong martial artist comments on the BTS90 program.
“I've been studying Coach Blauer's work from afar for almost 30 years. … I saw BTS90 as an opportunity to work with someone that I have followed and admired for many years. … The BTS90 experience has been nothing short of my expectations and in fact has exceeded them.”
— Roger Cormier, BTS90 Grad
READ THE FULL LETTER
I've been studying Coach Blauer's work from afar for almost 30 years. I first heard of Coach Blauer around 1994; I can't recall if I read an article or if it was an advertisement for the Panic Attack System but my first exposure was through Black Belt magazine. Since that time, I've grown my collection of Coach's DVDs and CDs, some going back to the Chu Fen Do era. In the last few years, I've invested in Essentials of Personal Safety, Know Fear, Be Your Own Bodyguard, the Human Weapon System, and BTS90. I have always been impressed with Coach Blauer's work. I saw BTS90 as an opportunity to work with someone that I have followed and admired for many years. The BTS90 experience has been nothing short of my expectations and in fact has exceeded them. Coach Blauer's ability to relate to the group has been second to none. His daily messages have been filled with wisdom, insight, and honesty. I truly felt like each message was written for me personally as they were so relatable. It was apparent from Day 1 and has continued right through Day 90 that Coach Blauer has been committed to us. He was fully invested in our growth as individuals. I've taken so much from the program; to name a few, I've learned that I need to prioritize time for me. 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. More importantly, BTS90 has put me in a position where I better understand how to address this trait. I truly hope to cross paths with Coach Blauer in the future so that I can shake his hand and say "Thank you" in person.
HERE'S WHAT'S IN BTS90
BTS90 is 90 days with me, learning to manage fear and use it — in a fight, in your business, in a hard conversation, at home.
When you know that you can fight, and you know that you will fight, everything else pales in comparison. Every other fear gets smaller.
This program is fucking amazing. Yes, you can learn all of it online. If that's your objection, it's handled. If you've got others, read this section, then scroll to the FAQ at the bottom of the page. I answer them there, honestly.
You get 90 days. There's a reason it's 90.
It comes from my decades in combat sports. Fighters go to camp for 90 days.
WHY 90 DAYS
A professional fighter spends three months preparing for an opponent. In BTS90, the opponent is yourself.
I've been boxing for 45+ years, and I always noticed that when a fighter takes a fight, he spends three months in camp. Not a 30-day challenge. Ninety days is the classic cycle to prepare for a fight, and fighters do it for every fight.
So BTS90 doesn't end at day 90. The habits continue, whether you do it with me again or on your own. We have people who've done this six or seven times. One of them, when I asked him why, said: the camaraderie, the accountability, your daily stuff, all of it. He called it ten dollars a day of psychotherapy.
Be willing to give up who you are today for who you could become tomorrow.
You can't fail this. Even if you don't think you're doing well, you're doing more than you did yesterday.
Here's what you're going to get.
Month one — tactical fitness, and learning to move like a human weapon.
This is my life's work, and I'm going to make sure you learn it. Videos, live online training, and the drills to build the system into your body.
And it fits inside your life. I kept my tactical edge for decades without living in a gym, because I figured out how to train in the cracks — a minute here, two minutes there. I call them Tactical Snacks. If you're busy, you don't have an hour or two to give a gym. You have two minutes, five times a day. That's the whole design: how do I make this relevant in your life, not the other way around.
Month two — taking it into the real world.
This is the most unique part of the program. You're not going to get attacked in a dojo or a boxing ring. If violence happens, it's going to happen on your routine, when you're distracted. In traffic. Road rage. On an airplane. Out running. Traveling. So I teach you the system in real time, built around your routine. Nobody else does this.
Month three — fear.
My 45+ years of research in fear management, which is woven through all of it, but this is where we go deep: the impact of fear on you as a person, as a parent, a friend, a colleague, a team player. How to apply it to your whole life, not just the fight.
That's the 90 days. And you do it with me. A letter from me every morning. A live check-in call every week. Real-time messaging in a private app. Not a bot. Me.
In support of it, you get over $1,200 in material:
1. The Human Weapon System course ($497)
The system, in ten chapters, with an 80-page manual and a stack of bonuses. This is how you learn to move like a weapon.
2. The KNOW FEAR® program ($199)
The 97-minute psychology masterclass. World-renowned. This is the part that changes how you think.
3. The Scenario Context Drills ($199)
Every fundamental drill, shown with a partner, so you can see it — and run it at home with someone.
4. Tactical Garage Gym, 3-month membership ($291)
Live training online. Not videos. Live.
5. The Mental Edge Audio Trilogy ($45)
Cerebral Self-Defense, Metacognition, and Performance Enhancement Psychology. Work your mind while you drive or walk.
6. The Be Your Own Bodyguard® manual ($19.99)
E-book.
7. Making Friends With Fear ($9.99)
E-book.
8. The complete BTS90 video library
Over 900 classes. The world's largest digital library of drills, skills, and lectures — multiple assailants, weapon disarms, ground fighting, fear management, and more. This alone is worth thousands of dollars.
All of it is included. Plus the three month BTS90 program.
Two people, one price. We call this the Battle Buddy.
You've read enough. Let me explain it.
Filmed in 2023, when I was 63. I'm 66 now, three years more dangerous, and the program's grown up too: new app, more videos, and every enrollment is now two people — you and someone you'd fight for.
“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.”
BEFORE YOU DECIDE
WHAT 90 DAYS WITH ME ACTUALLY LOOK LIKE
BTS90 runs as a group. We all start on the same day. But it's built to fit around your life, not the other way around. You don't have to be online at a set time every day. You don't have homework to turn in. And you don't build your week around mine.
A letter from me
Every morning there's a new letter from me in your inbox. A few minutes to read. It carries the theme for the day, what I want you thinking about, and the drill or assignment I want you working on. Ninety letters, ninety days.
Tactical Snacks
You don't disappear into a gym for an hour. The physical work happens in one- and two-minute pieces woven into the day you were already going to have — after a meeting, while the coffee heats up, between calls. Alongside that, ten daily habits, and a little every day on situational awareness and on thinking about fear differently.
How much time does it take?
You get out of it what you put in. I'm going to teach you how to improve your tactical fitness and your situational awareness around your routine — not in a gym block you have to find room for. Five minutes a day or an hour and a half, that's your call. Each letter gives you the targets for the day. Try to hit them. If I tell you to walk ten thousand steps and you do a thousand more than you did yesterday, that's a win. You're just doing more than you did the day before. One percent better. The difference is it isn't just fitness and nutrition. It's personal safety, self-defense, managing violence, and getting more confident — built into the day you already have.
The app
Everything lives in a private app on your phone — the demos and lectures behind each day's letter, the community, and my team. For the 90 days you also get the run of my video library, over 900 classes, so you can see the scope of the system. If you're more advanced or just curious, look up ground fighting, multiple assailants, gunfighting, whatever you want. It's a resource, not an assignment.
THE QUESTIONS EVERYONE ASKS
No. One call a week, every one recorded. Can't make it? Send your questions through the app, I answer them on the call, and you watch the replay.
BECOME A HUMAN WEAPON IN 90 DAYS.
NEXT GROUP STARTS OCTOBER 18.
Day 75 falls on December 31. Walk into the new year already 75 days in.
$1,497/ 3 MONTHS / TWO PEOPLE
Split it if you want: four payments of $374.25 with PayPal, or as low as $94 a month with Affirm.
That's $748 each. Or $8.31 a day. Bring someone you'd fight for — they train free, or you split it.
Life-changing, life-saving skills for less than a cup of shitty coffee at a fancy coffee shop.
Over $1,200 in courses, manuals, and videos is yours for life. The 90 days with me are on top of that.
If training with me has been on your list, this is the dumbest offer you could let go by.
Financing available. Pay over time with Affirm, or use PayPal or any major credit card. Prefer to talk it through first? Get in touch and we'll help you sort it out.
SECURE YOUR SPOT NOW →STILL ON THE FENCE?
KEEP SCROLLING.
Most systems only teach you how to fight. We teach you how to avoid the fight. We teach you how to de-escalate. And if push comes to shove, we'll teach you how to protect yourself.
TRUE SELF-DEFENSE BEGINS
BEFORE THE FIGHT.
D1
DETECT
SITUATIONAL AWARENESS
Spotting the threat before it spots you. Understanding pre-contact cues and environmental awareness.
D2
DEFUSE
DE-ESCALATION
Verbal agility to stop violence before it starts. Managing the “Fear Loop” in yourself and the aggressor.
D3
DEFEND
THE SPEAR SYSTEM®
When words fail. Converting the startle-flinch into a tactical response to survive sudden violence.
THIS ISN’T ANOTHER ONLINE COURSE.
IT’S A 90-DAY PROTOCOL.
Securing your spot in BTS90 isn’t buying a program. It’s 45+ years of research, proven systems, and direct personal coaching. With me.
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.
DAILY CONTACT & SUPPORT
I send you a daily letter and message to keep you motivated and on track. Daily strategies, tips, and micro-lessons.
WEEKLY LIVE COACHING
We meet together on Zoom live once a week to discuss our personal progress and set specific training goals.
COMMUNITY & ACCOUNTABILITY
Connect with other strong men and women improving themselves so they become better leaders.
MONTH 1
TACTICAL FITNESS
We start by rebuilding your physical foundation. Combat calisthenics designed to make you stronger, faster, and harder to kill. No gym required.
MONTH 2
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.
MONTH 3
KNOW FEAR®
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.
TRUSTED BY THE WORLD’S ELITE
“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.”
“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.”
“When the history of this warrior renaissance is written, Tony Blauer will be remembered as one of the great pioneers who propelled us forward to the next evolutionary step in warriorhood.”
THE ARCHITECT
TONY BLAUER
My passion has always been teaching and coaching. I taught skiing. I taught tennis. Then I fell in love with teaching self-defense, and somewhere in there I stumbled onto the thing that mattered most: fear, and how to manage it. That’s been the work for over 45 years — special operations, law enforcement, military, pro fighters, and a lot of moms, dads, entrepreneurs and executives who are the first line of defense for their families. I live for this. I hope you decide to join. I’d love to meet you and coach you.
GET OFF THE X.
In 90 days, you can be exactly where you are now.
Or you can work with me and I will help turn you into a Human Weapon.
WORK WITH ME →THE PARADOX OF FEAR
If you’re hesitating right now, trust me, it’s psychological fear. You’re worried it won’t work. Or that you don’t have the time. Or that you can’t afford it.
That hesitation is the problem we solve.
F.E.A.R. — False Expectations Appearing Real. You’ve decided something about the future, and it’s changing how you behave in the present. That’s one of the first lessons I’m going to teach you.
Let’s work together. Let’s get started.