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Next Level Guy

Jan 20, 2024

The British SAS are the best special forces unit in the world. They are some of the best operators in the world, and their operations have become legendary in history. I have always wondered what makes a special forces operator able to do such breath-taking things, to go into the jaws of death and when the bullets start flying to rescue hostages, and eliminate threats, so I wanted to find out. Introducing today’s guest is Rusty Firmin! He is Former member of the SAS, a leader in the 1980 Iranian Embassy siege in London and the 1990 Stanstead aircraft hijacking and is now a motivational speaker, security consultant, advisor and personal protection officer

The show-notes can be found at

Rusty Firmin, a former member of the elite SAS, has led a remarkable life shaped by his early struggles and later triumphs. Born and raised in Carlisle, he faced a challenging childhood, being adopted and moving between various relatives and schools. At the age of fifteen, Rusty found himself on his own, learning to fend for himself. 

His journey took a significant turn when he decided to pursue a military career, eventually applying for and successfully completing the rigorous SAS selection course in 1977. This achievement earned him the prestigious beige beret and winged dagger insignia, and he was assigned to B Squadron.

During his time in B Squadron, Rusty was exposed to various threats in different regions, including Guatemala, Belize, Borneo, and Botswana. He undertook multiple tours in these areas, facing the challenges of jungle warfare and desert training. Notably, he played a critical role as a Blue Team leader during the 1980 Iranian Embassy siege in London, demonstrating his bravery and expertise in counter-terrorism operations. 

He participated in highly sensitive training operations worldwide, honing his skills in Special Forces training, presidential-level bodyguard training, and counter-terrorism techniques, providing security and surveillance services during conflicts like the war in Sarajevo, close protection and security management positions, and working with prestigious clients.

Today, Rusty is a highly sought-after motivational speaker, sharing insights from his experiences in the SAS to inspire and educate audiences in corporate and business settings. His speeches offer winning strategies for navigating challenging situations and coping with crises. With passion and realism, Rusty helps leaders and teams develop crucial thinking skills to tackle the ever-changing landscape of today’s business world. Rusty Firmin’s life is a testament to resilience, determination, and unwavering dedication to duty. His journey from a challenging upbringing to a celebrated SAS member and influential speaker serves as an inspiring example for individuals and businesses alike. In this interview, we chat about his time in the military and the SAS, writing his books, the '6 Days' film and why you need to ignore the push to stop and aim to go always a little further every day.

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