Let it be Tough

Train your mind to perform under pressure

Harness pressure, reframe fear and perform at your best when it matters most.

Harness pressure, reframe fear and perform at your best when it matters most.

Rather than teaching people how to excel under pressure, Ant Williams, a psychologist working in elite sport, decided to practise what he preached, and took up sports that scared him. First freediving and then ice diving, Ant set two world records and proved that the mental techniques that he used could build resilience and help him thrive in life’s most challenging moments.

In Let it be Tough, Ant shows that mental toughness isn’t born – it’s trained. Through gripping personal stories, science-backed strategies and practical techniques, Ant shows you how to recognise the hard moment you're in, pause with purpose, and move forward with confidence and clarity – even when the pressure is intense.

Let it be Tough shows you how to:

• build mental resilience and thrive in challenging situations
• develop confidence in the face of uncertainty
• stay calm and clear-headed in difficult times
• develop a performance mindset in everyday life
• take bold, decisive action when it matters most.

UK Delivery:

• Free delivery on all orders of £10 or more.
• £1.49 delivery fee on orders below £10.
• UK orders are shipped via Royal Mail 2nd Class.

International Delivery:

• Flat rate delivery charges vary by country.

Dispatch and Delivery Times:

• All orders are shipped from our warehouse in Northampton, UK within 48 hours of receipt during working hours.
• UK mainland orders typically arrive within 3-5 working days via Royal Mail 2nd Class.
• International estimated delivery times:
• Europe & Channel Islands: 7 to 10 working days
• USA: 7 to 15 working days
• Rest of the World: 9 to 21 working days

View our full delivery infomation here.