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. James ensures each presentation is customized to fit his audience and guarantees passion behind each keynote to engage and arouse maximum performance.

James’ story of reaching new limits is one every student, teacher, professor and individual can relate to. 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.

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 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.
Lawrence holds two world records in the Guinness Book of World Records: one for completing 22 half-Ironmans in one year (2010) and 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 the press, Lawrence was able to find fans in each state — anywhere from 3 to 500 people — to complete some of the Ironman alongside him. Supporters were also invited to join him for the Iron Cowboy 5k (3.1 miles of the marathon each day), and for his last Ironman in his home state of Utah, more than 3,500 people showed up.

Lawrence is a world record holder, father, husband, and businessman who has spent the last 15 years working hard to build his legacy while changing lives at the same time. Throughout the presentation, he tells stories of how the people he has met through his journey have changed his perspective on life and how they changed the course of his journey. His journey started with two world records: one for completing 22 half-Ironman in one year (2010) and completing 30 full Ironman in one year (2012). Then, in 2015, he set out to complete 50 Ironman distance triathlons, in 50 days, in 50 states. 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. But with the support of his wife, 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 50-day journey, all the extraordinary, miserable, and life-threatening events that happened along the way, and his most recent challenge, the Conquer 100. 100 Ironman-distance triathlons in 100 consecutive days. Along the way, Lawrence survived tropical storms, internal bleeding, 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! These stories entail suffering and life-changing events that shift his perspective entirely.

More About James "Iron Cowboy" Lawrence

James Lawrence is known as the Iron Cowboy. This is the nickname he received from the public after he started wearing a cowboy hat during races to be recognized by his children. Originally from Calgary, Canada, he now lives in Utah with his wife, Sunny, and their five children. With two Guinness world records under his belt, James and his family attempted to do something every person deemed impossible, the 50/50/50. But that didn’t fulfill him. So, as of June 8, 2021, James completed what the team likes to call the Conquer 100. One hundred consecutive full-distance triathlons. This journey was created to empower people worldwide to do their own hard. Sports Illustrated ranked James in the top 50 fittest freaks with Lebron James and Connor McGregor, 2 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, defied logic, and shares this journey with audiences around the world.