James Lawrence

James Lawrence is known as the “Iron Cowboy,” a nickname he received from the public after he started wearing a cowboy hat during the marathon portion of his Ironman races in order to be identified quickly by his children. With two Guinness World Records under his belt, James is a mental strength guru, renown endurance coach, in-demand speaker, and author of Iron Cowboy: Redefine Impossible.

James didn’t grow up an endurance athlete. In fact, he could barely finish his first 5k at the age of 28. But that failure fueled a competitive spirit, and a desire to achieve something his current body told him was impossible. “I was determined to NOT let my failure define me.” Years of focused training shaped James to become an elite short-distance triathlete. Along the way, he learned to push past his mental limits and find his true physical boundaries.

In  2010, James set out on a journey to find those physical limitations. He set his first World Record by completing 22 70.3 Ironman races in just 30 weeks, exceeding the previous record of 20. “There was a fire inside, and I had to let it burn.” But James did not find his limit – he knew he could reach higher. In 2012, he set his second World Record by completing 30 full-distance triathlons in less than 52 weeks, across 11 countries, crushing the previous world record of 22. It was then James realized his limitations weren’t physical, they were mental.

“I knew I could do more, reach higher.” Determined, James set out to find his mental limit and test his focus, determination, and will power. Two and half years of strict regimented training prepared James to attempt a feat that everyone had described as impossible – the 50.50.50. In 2015, James completed the greatest challenge of human endurance: 50 full distance triathlons, in 50 states, in 50 consecutive days.

In 2017, Sports Illustrated ranked James one the top 50 fittest freaks alongside Lebron James and Conor McGregor, two of his favorite athletes. RedBull declared that ‘when it comes to endurance, he is unstoppable’ and Success magazine named him ‘The Most Enduring Man In The World’. He has undoubtedly redefined the definition of impossible.

Every one of us has experienced a time in life when we reach our limit; physically, mentially, emotionally, spiritually. But each of us CAN achieve more, reach higher, raise the bar and silence the doubters. James’ story of reaching new limits is one to which every company, school, organization and individual can relate. He is an ordinary guy, whose extraordinary personal story will make you laugh, cry, reflect, and leave you inspired to reach higher.

Originally from Calgary, Canada, he now lives in Utah with his wife Sunny and their five children.