James Lawrence

The Iron Cowboy (Iron Man Guinness World Record Holder)

Author | Mental Toughness and Peak Performance Speaker | Champion of the Conquer 100

James is one of the most accomplished ultra-endurance athletes in the world AND he is the creator/CEO of the multi-million dollar Iron Cowboy brand.  His expertise is in mindset, in helping people to reshape how they think so as to unlock more potential in all aspects of life; business, personal accomplishments, athletics, family, etc.

As an athlete he has been breaking records for years.  In 2012, he completed 30 Ironman triathlons (2.4 mile swim, 112 mile bike, 26.2 mile run) in one year.  No one had ever done anything close to this.  In 2015, he did the unimaginable, completing 50 Ironman triathlons in 50 consecutive days in 50 different states, all while raising money to reduce childhood obesity.  It was an amazing physical feat, an astounding logistics challenge and a fair bit of chaos, all at the same time.  You can watch the trailer here for the critically acclaimed Amazon Prime documentary; Iron Cowboy | The Story of the 50.50.50.  It was during this time that he launched the Iron Cowboy brand, and laid the foundation for its future success.

In 2021, he pushed further, a lot further, beyond what doctors and physiologists thought was humanly possible, and completed the CONQUER 100…100 Ironman distance triathlons in 100 consecutive days, this time raising over a million dollars to combat sex trafficking.  That’s 140.6 miles per day, every day, for 14 straight weeks, for a total of 14,060 miles!   Since then, he has grown the Iron Cowboy brand around the world through mindset coaching and workshops, books, videos, merchandise and through keynote speaking in 50 different countries

James “The Iron Cowboy” Lawrence’s combination of energy, humor, determination, and achievements captivates his audience and creates an inspirational and awakening phenomenon for all.

  • Redefine Impossible
  • Setting Milestones and Breaking Barriers – One Step At A Time

James was incredible and very professional onsite. He knocked it out of the park and left zero excuses for our field. Our entire Executive team thought his message was amazing!

His thoughts and presentation was 100% aligned with my group and would be for any group or organization. I would recommend him to anyone or organization looking to inspire mental toughness or higher results from their group.

“James inspired our whole team with his message about the resiliency of the human spirit and the power our decisions can have over our circumstances.”

“James blew our expectations away. We knew his story was amazing, but we weren’t expecting such a polished, professional, and profound hour.”

“In all my years as a TEDx organizer I haven’t seen many people on stage with more power and passion, and at the same time have such a down to earth view on life. My mind was blown.”

“The story was crafted expertly (and I’ve seen many talks over the years!) – it was informative, inspiring, and touching. James’ credibility with his accomplishments and passion definitely set him apart from other speakers we’ve had in the past!”

Travels From:  Utah
$30,001 and Up


Known as The Iron Cowboy for the signature cowboy hat he wears while running races so his five kids can see him coming from far away, James Lawrence is an ultraendurance athlete who has pushed himself beyond what many doctors previously believed to be physiologically possible. In so doing, he has redefined both mental toughness and physical endurance.

Originally a high school wrestler, James spent a decade in the mortgage and finance business before losing it all in the financial crisis of 2008. At rock bottom, his career as the greatest endurance athlete on the planet started quite humbly, struggling to complete a local 4-mile fun run with his wife, Sunny. Inspired by that experience, on that day he
learned a lesson that has served him well ever since.

I learned quickly that everyone’s ‘hard’ is different. Back then, four miles was really difficult for me. I learned that one of the most important things in life is to just show up.”
James Lawrence

Today, James is one of the most dynamic, inspiring, largerthan-life keynote speakers in the world, having shared his astonishing story in 50 different countries across the globe reaching millions of people. He is a best-selling author and the subject of a critically acclaimed feature film. He continues to redefine the impossible in his own life, while teaching audiences around the world to do the same in their own lives.

What exactly has James achieved?

Sports Illustrated ranked James in the top 50 fittest freaks with Lebron James and Conor McGregor, two of James’ favorite athletes. RedBull declares that ‘when it comes to endurance, he is unstoppable’ and Success magazine named him ‘The Most Enduring Man In The World.’ He has redefined the definition of impossible and shares his journey with audiences around the world.

You’ve surely heard of an Ironman; 2.4-mile swim + 112-mile bike + 26.2-mile run. In 2012, James did 30 of those in one year. That put him in the Guinness Book of World Records.

In 2015, he went further. He completed The 50-50-50; 50 Ironman distance triathlons, in 50 consecutive days, in 50 different states…all while raising money to combat childhood obesity. That astounding accomplishment is the subject of the critically acclaimed Amazon Prime documentary; Iron Cowboy | The Story of the 50.50.50. But that wasn’t enough.

In 2021, he did the unimaginable. This time, he completed The CONQUER 100, 100 Ironman distance triathlons, in 100 consecutive days! That’s 140.6 miles per day, every day, for 14 straight weeks, for a total of 14,060 miles! This time he raised money to combat sex trafficking. The documentary of the Conquer 100 debuted in December of 2022.

In between his triathlon feats of strength, James has summited Mt. Kilimanjaro on a bicycle, completed the Fiji Eco-Challenge, the Race Across America, and Norseman World Championship, as well as a 235-mile run across Greece.



When James Lawrence (aka the Iron Cowboy) announced his plan to complete 50 Ironmans in 50 consecutive days in all 50 states, the only person who believed that he could pull it off was James himself (and his wife, Sunny). An Ironman consists of a 2.4-mile swim, a 112-mile bike ride, and a 26.2-mile run. In Lawrence’s case, he would have to complete those distances and then make it to the next state in time to do it all over again the next day. Even Lawrence’s coach didn’t think he could complete the challenge; enough that he penciled in another event the day Lawrence was supposed to complete the 50. But with the support of Sunny, their five children in tow, and with grassroots support always conjured at the last minute via Facebook, he accomplished what he set out to do. Iron Cowboy is the story of Lawrence’s herculean 50-day journey and all the extraordinary, miserable, and life-threatening events that happened along the way, as well as a glance at his life leading up to the mission and winning two prior world records.

Key take-ways from Redefine Impossible:

  • Going all in
    Breaking through mental and physical barriers.
    Be uniquely you.
    Belief and conviction on your journey.
    Mind over matter.
    Teamwork > One man’s feat
    Get your priorities straight.
    What’s your why? No goal too big – you just need the right steps.

Today, we’re faced with mounting pressures, demands from every angle, being told we need to do more – except with less resources. In this talk, James Lawrence brings his combination of energy, humor, determination, and achievements to captivate the audience and create an inspirational and awakening phenomenon for all. James’ story of reaching new limits is one that all of us can relate to–in business, at home, in school. He is an ordinary guy, whose extraordinary personal story will make you laugh, cry, reflect, and leave you inspired to reach higher. James has spoken all over the world, on stages in more than 20 countries.

Areas of expertise

  • Attitude
  • Overcoming Adversity
  • Peak Performance
  • Personal Growth
  • Doing the Small Things
  • Overcoming Limitations
© 2024 Ro Morrison & Assoc.