James Lawrence, more commonly known as the Iron Cowboy, is a world-renowned speaker, endurance athlete, 2x author, and 2x documentary subject.

He received his nickname from the public after he started to wear a cowboy hat during races to be recognized by his 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 (50 Ironmans in 50 days in 50 states)!

However, that wasn't enough to satisfy him. On June 8, 2021, James achieved another World Record in a remarkable feat of GRIT known as the Conquer 100 — Completing 100 Ironman's (full-distance triathlons) In 100 consecutive days!

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