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Redefine impossible and reach any goal you want with The Iron Cowboy


James Lawrence

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Push Your Boundaries and Overcome your Obstacles with Guinness World Record Winner and 50-50-50 Ironman James Lawrence

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Keynote speaker James Lawrence was named one of the fittest 50 athletes by Sports Illustrated. After breaking several Guinness World Records, James wondered if he had truly found his mental and physical limits, and so he set a goal so big that no one believed he could do it.

Ever heard the saying it’s not a sprint it’s a marathon? Well James Lawrence didn’t just run a marathon, he did an Ironman© triathlon, and he didn’t just do one Ironman©, he did 50 Ironman© triathlons in 50 consecutive days, and in all 50 states (the 50-50-50).

Less than 1% of people in the world run a marathon in their life.

James Lawrence, the Guinness world record winning athlete, set this goal because he wanted to push his boundaries and find his mental and physical limits. James received a lot of negativity when he set the goal to complete the 50-50-50, he even lost some of his sponsors, but didn’t let this stop him. He set a monster goal and got there by taking one step at a time. Every day there were unique challenges, so James and his team had to be flexible to overcome every obstacle.

James strongly believes that nothing great is ever accomplished on your own. Getting through the 50-50-50 required all the support James’ family, who he brought with him on his journey, could provide. He also let himself be inspired by the people he met along the way. While running the 50-50-50, James partnered with the Jamie Oliver Food Foundation, raising $ 70,000 to teach youths about food and nutrition and combat obesity in America.

10% of life is what happens to us and 90% is how we react to it

Now that James has accomplished his goal of doing the 50-50-50, he is a speaker working to help others understand that they have control over how they react to things, that they can embrace the struggles in life and in doing so achieve any goal they choose.

“I speak on our ability to not limit ourselves mentally and physically, to face our fears and reach our truest potential.”

— James Lawrence


2010 Guinness World record 22 70.3 events in 30 weeks

2012 Guinness World Record 30 140.6 events through 11 countries

2015 50 Full distance Triathlons, in 50 consecutive days, through all 50 States

2 X Full Distance Champion

4 X Extreme Ironman mountain top finisher.  (Celtman, Swissman, Alaskaman, Norseman.)

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    Speaker James Lawrence Keynote Topics

    • Triathlons
    • Motivation and Inspiration
    • Setting and achieving monster goals
    • Overcoming Obstacles
Watch speaker James Lawrence in action

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

See keynotes with James Lawrence

Mindset of Fitness

5 Mental Tips to Achieve Your Body Goals

In 2015, I did the impossible, completing 50 solo Ironman triathlons (2.4-mile swim, 112-mile bike ride, 26.2-mile run) in 50 states in 50 days. It was an incredible physical challenge, requiring me to overcome chronic exhaustion, extreme weather conditions, severe sleep deprivation, a brutal bike crash, a litany of injuries, and a whole lot more. But the mental challenge was even greater. After all, if I didn’t actually feel any of my physical struggles, it wouldn’t have been so hard!

So you could say I know a thing or two about the mental side of achieving physical goals. One of the reasons I did the 50/50/50 was to empower others to conquer their own challenges. Following are five elements of my fitness mindset that helped me do the impossible and can help you get where you want to go with your body.

1. Set scary goals.

A few months before I started my 50/50/50 quest, podcast host Rich Roll asked me how I was feeling about it. My reply was brief and honest: “I’m terrified!” But I considered this a good thing. A goal that doesn’t scare you a little is not a good goal. That’s because the function of a goal is to motivate your best effort. Easy goals don’t motivate. Your fitness goals should seem attainable but barely so. Only then will they inspire you to put everything you’ve got into achieving them.

2. Be nearsighted.

Once you have set your goal, forget about it. I’m serious! Keeping your eyes constantly focused on how far you have to go to reach your ultimate destination will only intimidate and demoralize you. It’s much healthier psychologically to keep your attention rooted on the step-by-step process of executing your plan. Throughout the 50/50/50, I rarely thought any farther ahead than completing the swim, bike ride, or marathon I was currently engaged in. Breaking my journey down into bite-size chunks made it far less daunting for me

3. Embrace the challenge.

I did not do the 50/50/50 to lose weight or lower my cholesterol or for any of the other reasons people normally exercise. I did it because I wanted to discover my ultimate physical and mental limits. When things got hard, I didn’t worry too much, because I wanted my journey to be hard.

In a slightly different way, you can use the same perspective to achieve your goals. No goal worth achieving comes easily. So don’t go into your fitness journey hoping that it will be struggle-free. Expect it to be hard and embrace the challenge as a part of what will make it so rewarding to finally reach your finish line, however you choose to define it.

4. Have a short memory.

Setbacks are inevitable when you pursue any type of fitness goal. The key to achieving such goals is not avoiding setbacks but overcoming them. And the key to overcoming setbacks is a short memory. Don’t carry your failures and missteps with you and allow them to ruin your confidence. Whether your latest setback takes the form of a three-day flu that keeps you out of the gym or a weekend of binge eating that breaks all of your diet rules, just dust yourself off and move on.

Throughout the 50/50/50, I had a short memory for setbacks (such as blowing out my right shoulder on day three in Washington State and collapsing with a dangerous level of dehydration on day eight in New Mexico), and I am certain I wouldn’t have gotten through it otherwise.

5. Be smart, not just tough.

I get a lot of compliments on my toughness. But let me tell you: I did not survive the 50/50/50 just by being tough. I was also smart. I took care of my body by receiving daily chiropractic adjustments and massage therapy treatments, maintaining a healthy diet, and taking advantage of tools such as compression recovery boots. By doing every little thing that could contribute to keeping my body strong and sound, I didn’t have to be quite as tough as I would have had to be otherwise.

Whatever your fitness goal is, pursue them with the same combination of toughness and smarts.  

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Keynote topics with James Lawrence