James Lawrence

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The Iron Cowboy; Guinness World Record Holder; Author; Subject of 50.50.50 Documentary; Eco-Challenge Team Leader; Mental Toughness and Peak Performance Expert; Champion of the Conquer 100

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2 Video(s) By This Presenter

The Iron Cowboy
The Iron Cowoby

1 Programs By This Presenter

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 do it; he penciled in another event the day Lawrence was supposed to complete the challenge. But with the support of Sunny and their five children in tow, and with grassroots support conjured always at the last minute via Facebook, Lawrence accomplished exactly what he set out to do. Iron Cowboy is the story of Lawrence’s herculean 50-day journey and all the wonderful, 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.

Lawrence holds two world records in the Guinness Book of World Records: one for completing 22 half-Ironmans in one year (2010) and one for completing 30 full Ironmans in one year (2012). In 2015, he set a record for completing 50 Ironman distances in 50 states in 50 days. Through social media and press, Lawrence was able to find fans in each state—anywhere from 3 to 500 people—to complete some of the Ironman alongside him, and supporters were invited to join him for the Iron Cowboy 5k (the last 3.1 miles of James’s marathon); for his last Ironman in his home state of Utah, more than 3,500 people showed up. Along the way, Lawrence survived tropical storms, internal bleeding, hypothermia, hyperthermia, dehydration, nerve damage, infected foot blisters, a blood-clot scare, extreme sleep deprivation (he only got four to five hours of sleep each night), and a bike crash!


“His thoughts and presentation were 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.”

— Vivant Solar

“A few weeks ago James brilliantly shared his story with our North American Strategic Sales team and truly left us all inspired to dream big, to believe without doubt, to push through adversity and to accomplish the seemingly impossible.”

— Nike

“Thank you, thank you, thank you!! You absolutely crushed it yesterday and everyone is super pumped over here!!! I can’t thank you enough, you were amazing. I am going to spread the word for other organizations we know that I believe would love to have you.”

— GSP Partners

“…when it comes to endurance, he is unstoppable.”


“From start to finish, our P&G experience with James has been phenomenal. We appreciated him taking time to meet with us 3 times before the event for us to ground him on the event theme, provide information on our community and share key needs we were hoping to address during the event. It really felt and came across that he listened to our feedback because the keynote he delivered felt perfectly tailored for our community and event!
I’ve received overwhelmingly positive feedback on James’ keynote from the attendees. They raved about him with one of the top quotes being “James was the best speaker we’ve heard at one of our events in the last few years if not EVER!!” He really brought his Iron Cowboy presence to stage as he captivated our community with his experience weaving in the images, quotes and videos perfectly. He was charming and memorable even when we had a tech malfunction with the video – he kept the energy of the attendees high throughout.
His example of being your authentic self during Q&A was also great for our community to see. Everyone had a great takeaway that they could reapply on mental toughness. I also had several members of our community ask about booking information, as they were interested in finding out how to get James back to speak to their groups at their various sites across the US and Canada. So hopefully this generates some repeat bookings for him as I think there are lots of folks in our company who can really benefit from hearing his message.”


“We enjoyed our time with James tremendously. His stories were able to inspire so many of us with his message about the resiliency of the human spirit, and the power our decisions can have over our circumstances. He will leave you feeling encouraged, motivated, and ready to do something impactful!”

— Clif Bar Baking Co. of Twin Falls, ID


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