James Lawrence, known as The Iron Cowboy for the signature cowboy hat he wears during races, is an ultra-endurance athlete who has surpassed what many doctors once considered physiologically possible. His achievements have redefined both mental toughness and physical endurance. Initially a high school wrestler, James spent a decade in the mortgage and finance business, only to lose it all during the financial crisis of 2008. At rock bottom, his journey as the greatest endurance athlete began humbly, struggling to complete a local 4-mile fun run with his wife, Sunny. This experience taught him a valuable lesson: “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.”
Today, James is a dynamic and inspiring keynote speaker, sharing his astonishing story in 50 different countries and reaching millions of people. He is a best-selling author and the subject of a critically acclaimed feature film. Continuously pushing the boundaries of the impossible in his own life, James teaches audiences around the world to do the same in theirs. His achievements are nothing short of extraordinary. In 2012, James completed 30 Ironman races in one year, earning him a spot in the Guinness Book of World Records. In 2015, he accomplished the 50-50-50 challenge: 50 Ironman distance triathlons in 50 consecutive days across 50 different states, all while raising money to combat childhood obesity. This feat is documented in the critically acclaimed Amazon Prime documentary, “Iron Cowboy | The Story of the 50.50.50.”
But James didn’t stop there. In 2021, he completed the Conquer 100 challenge, finishing 100 Ironman distance triathlons in 100 consecutive days. This remarkable achievement, totaling 14,060 miles over 14 weeks, was done to raise money to combat sex trafficking. The documentary of this incredible journey is set to debut in December 2022. In addition to his triathlon feats, James has summited Mt. Kilimanjaro on a bicycle, completed the Fiji Eco-Challenge, the Race Across America, the Norseman World Championship, and a 235-mile run across Greece.
In his keynote presentation, “Redefine Impossible,” James doesn’t focus solely on his athletic prowess. Instead, he delves into the mastery of mindset, focus, and managing self-doubt. He speaks about the power of hope and teamwork, the importance of accountability, and how to remove excuses to unlock one’s potential. One of the most moving sections of his presentation is his reflection on his time with Dayton Hayward, a boy with Cerebral Palsy. James pulled, pushed, and carried Dayton through an entire Ironman race, gaining a deeper understanding of perspective and privilege. He shares, “I remember looking at him many times that day, thinking Dayton can’t swim, he can’t bike, he can’t run…but I get to swim today, I get to ride today, I get to run today. Despite the pain, all of that is a privilege.”
Whether addressing C-suite leaders, international sales teams, military groups, or professional sports teams, James teaches people to change their thinking and remove self-imposed limits.
James and his wife, Sunny, have been married for 20 years and are raising their five teenagers in Salt Lake City. With a large family at home, it’s perhaps no mystery why James enjoys long bike rides.
