This post originally appears on The Lab NYC website

The UFC has become the world’s fastest growing sport, with millions upon millions of fans globally, some of the world’s toughest and most well conditioned athletes, and a branding and marketing machine second to none. For the last 17 years, one voice and one catch slogan, has become the staple for knowing that the UFC is in town, and it belongs to Bruce Buffer. Buffer has been the official “Voice of the Octagon” for the Ultimate Fighting Championship since 1997 and has become one of the sports most recognizable brands. He also manages the career of his brother, boxing announcer Michael Buffer, and has helped parlay Michael’s “Let’s Get Ready to Rumble®” catchphrase into hundreds of millions in sales revenue from licensed products and ventures. His catch slogan to open fights “It’s Time!” has become one of the most well known signature slogans in sports.

Here “The King Of Kamelot” chats #InTheLab with UFC icon Bruce Buffer about his new memoir “It’s Time!”, becoming the voice of the UFC and MMA sports, managing his brother Michael Buffer who holds the same iconic role in Boxing, how the UFC has managed to brand itself and become the fastest growing sport in the world, his friendships with icons like Tito Ortiz, Randy Couture, Chuck Liddell, and more, growing up in the MMA world, being a semi-pro poker player, and so much more! He even gives me an “It’s Time!” announcement during the interview. Bruce’s story is one about risk and pursuing your dream, and will inspire any reader from any walk of life to know that “It’s Time!” to go for it all.