James Lawrence

With two Guinness World Records and the legendary 50/50/50 behind him, James Lawrence, known as The Iron Cowboy, inspires teams to push beyond limitations and perform at their absolute peak.

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the story that I heard James talk about not only made me tear up and cry about 3 or 4 times while he was speaking. That led into a drive home with sobbing and just being overwhelmingly happy with the knowledge that I had gained from listening and knowing that now I could do whatever I wanted to do…James “IRON COWBOY” Lawrence, Thank you, Sir!!!

Jeremy Merchant

Clif Bar

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Why you should book James Lawrence for your next event

From RedBull to Success Magazine, global media call him “unstoppable”, his insights into performance and pressure are trusted by world-class teams worldwide.
James completed 100 full-distance triathlons in 100 consecutive days, demonstrating the power of routine, focus, and mental fortitude that he now shares with global audiences.
Ranked among Sports Illustrated’s 50 Fittest alongside LeBron and McGregor, James brings elite-level habits and discipline into a corporate framework.

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Redefine impossible & reach your goals

James Lawrence, defied human limits by completing 100 full-distance triathlons in 100 days. A 2x Guinness World Record holder and globally renowned keynote speaker, James delivers unforgettable insights on grit, mindset, and overcoming the impossible. His story isn’t just about endurance, it’s about unlocking untapped potential in people and organizations. With energy, humor, and real-world tools, he empowers audiences to push boundaries, conquer fear, and create lasting transformation. Book James to inspire your team to do what they never thought possible.

Keynote Speaker James Lawrence is a world-renowned endurance athlete, mental strength coach, and performance expert who redefines what’s possible. Best known for completing the unthinkable, 50 full-distance triathlons in 50 states in 50 consecutive days (the 50/50/50) and the even more astounding Conquer 100 (100 consecutive full-distance triathlons), James has become a global symbol of resilience, grit, and unstoppable determination.

James’ keynotes are more than motivational, they are transformational. He translates his world-record-breaking achievements into powerful insights on mental toughness, leadership under pressure, peak performance, and mastering the mindset needed to push through adversity. With a speaking presence that combines raw authenticity, humor, and emotional impact, James delivers tangible value for organizations looking to build more resilient, accountable, and high-performing teams.

Whether you're facing organizational change, driving innovation, or developing leadership, James delivers a message that sticks. His practical frameworks empower audiences to overcome fear, embrace discomfort, and operate at their true potential, long after the applause ends.

Book James Lawrence for your event and inspire your audience with a story that doesn’t just motivate, it moves people to action. James has spoken in over 20 countries, helping companies across industries transform culture, mindset, and results through his one-of-a-kind journey.

Customer Reviews

Jeremy Merchant Clif Bar

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!

Dale Ducommon Bakery General Manager, Clif Bar Baking Co. of Twin Falls, ID

Get motivated by James' incredible 50-50-50 story

Watch speaker James Lawrence in action

Keynotes

Keynote by James Lawrence: Redefine Impossible

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.

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Keynote by James Lawrence: Breaking Barriers - One step at a time

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.

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