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James Lawrence

The Iron Cowboy, Bestselling Author, and Endurance athlete

Topics: Elite Performance, Inspirational & Motivational, Sports, Empowerment, Best Selling Author, Personal Development, Adventurers, Attitude, Health & Well-Being, Teamwork, Productivity

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Biography

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James Lawrence – better known as the Iron Cowboy – is a world-renowned speaker, bestselling author, and endurance athlete who redefined human potential by completing 50 Ironmans in 50 days across all 50 states – and then doing the unthinkable – 100 full-distance triathlons in 100 consecutive days.

Before becoming the greatest endurance athlete in history, James was a successful entrepreneur, running a thriving mortgage company and helping hundreds of clients build wealth through homeownership and strategic refinancing. That same relentless mindset that powered him through thousands of miles now fuels his ventures in multi-family real estate and ownership of Crumbl Cookie franchises.

James Lawrence has been named one of Sports Illustrated’s “Fittest 50,” featured in two acclaimed documentaries, and honored alongside icons like LeBron James and Conor McGregor. But James’s story isn’t just about athletic records – it’s about purpose, resilience, and refusing to settle for average.

Originally from Calgary, Canada, and now based in Utah, James is a devoted husband to Sunny and father of five. The cowboy hat he wore during races so his kids could spot him in the crowd has become a global symbol of grit, heart, and family-driven ambition.

Whether James Lawrence is conquering the impossible on the racecourse or building businesses from the ground up, he shows audiences how to lead themselves, crush excuses, and break through their perceived limits.

Contact us for James Lawrence’s fees and availability.

Videos

When The Bully Lives in Your Head - 6 minute segment

James Lawrence Intro

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Redefine Impossible

How do you go from being “unspecial in every way” to doing what no other human in history has done?

James Lawrence - the Iron Cowboy - is the only person to complete 50 Ironmans in 50 days across all 50 states - and then raise the bar again with 100 Ironmans in 100 consecutive days.

But this keynote isn’t just about breaking records - it’s about setting new standards.

Through raw storytelling, behind-the-scenes insights, and a high-energy, multimedia experience, James challenges audiences to rethink what they believe is possible - not just physically, but mentally, professionally, and personally. He equips them to win the internal battle, push through self-doubt, and reset under pressure - especially when everything in them wants to quit.

Because when you change your internal narrative, you don’t just break limits - you redefine them.

If your team is navigating change, chasing big goals, or feeling stuck, James won’t just inspire them. He’ll equip them with a blueprint to unlock untapped performance and turn the impossible into the next milestone.

Because the finish line isn’t out there somewhere - it starts with one step, one promise, one “Here we go.”

Audiences will walk away ready to:

- Go all in on goals that matter and follow through with relentless commitment
- Break mental and physical barriers by shifting mindset and embracing challenge
- Build grit and resilience to thrive through change, setbacks, and uncertainty
- Align priorities and execute toward bold, meaningful, and seemingly impossible outcomes

Testimonials

We regularly work with keynote speakers for our conferences and have worked with some big names. I promise that James' session was better than a lot of "big name" keynotes by a long-shot. James Lawrence spoke to our wealth conference and he blew our expectations away. We knew his story was amazing, but we weren't expecting such a polished, professional, and profound hour. What's he's accomplished has truly stretched what was thought possible by human achievement. He's set records that will likely never be overtaken. But outside of that, he's an amazing speaker. Funny, engaging, heartfelt, passionate, and insightful. If you're looking for an amazing keynote speaker, I promise he will deliver. We couldn't be happier with bringing him in as the keynote for our event.

– Daniel Force, Radix Sales

His keynote took our audience on a journey of believing in what's possible with determination and training (which related back perfectly to our company message). James really showed up for Trainual's Insider Summit. Unsurprisingly I suppose! What a story. He captivated the audience with a story grounded in grit, raw authenticity, and heart. The Q&A that followed was honest and inspiring. I think everybody felt like they had "one more" in the can when we closed out the day.

– Jonathan Ronzio, CMO at Trainual