Top Motivational Speaker, Endurance World Record Holder, Triathlete, and Subject of the documentary The Iron Cowboy: The Story of the 50.50.50

James Lawrence

Fee Range

$25K - $40K

At a glance:

While James is an astonishing athlete and a successful brand builder, he is primarily a master of mindset, of focus, and of overcoming doubt and personal limits. He talks about the incredible power of hope and teamwork. He talks about accountability. He teaches people to remove excuses from their own lives in order to unlock their own, unseen abilities. Whether speaking to a room full of C-suite leaders, an international sales team, or a finely tuned military group, James’ expertise is in teaching people to change how they think in order to remove self-imposed limits.

James is one of the most accomplished ultra-endurance athletes in the world and he is the creator/CEO of the multi-million dollar Iron Cowboy brand. His expertise is in mindset, in helping people to reshape how they think so as to unlock more potential in all aspects of life; business, personal accomplishments, athletics, family, etc.

As an athlete he has been breaking records for years. In 2012, he completed 30 Ironman triathlons (2.4 mile swim, 112 mile bike, 26.2 mile run) in one year. No one had ever done anything close to this. In 2015, he did the unimaginable, completing 50 Ironman triathlons in 50 consecutive days in 50 different states, all while raising money to reduce childhood obesity. It was an amazing physical feat, an astounding logistics challenge and a fair bit of chaos, all at the same time. You can watch the trailer here for the critically acclaimed Amazon Prime documentary; Iron Cowboy | The Story of the 50.50.50. It was during this time that he launched the Iron Cowboy brand, and laid the foundation for its future success.

In 2021, he pushed further, a lot further, beyond what doctors and physiologists thought was humanly possible, and completed the CONQUER 100…100 Ironman distance triathlons in 100 consecutive days, this time raising over a million dollars to combat sex trafficking. That’s 140.6 miles per day, every day, for 14 straight weeks, for an astounding total of 14,060 miles! Since then, he has grown the Iron Cowboy brand around the world through mindset coaching and workshops, books, videos, merchandise and through keynote speaking in 50 different 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 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.
James inspired our whole team with his message about the resiliency of the human spirit and the power our decisions can have over our circumstances.

— Clif Bar

James left us all inspired to dream big, to believe without a doubt, to push through adversity, and to accomplish the seeming impossible.

— Nike

From start to finish, our P&G Experience with James was phenomenal. He absolutely electrified our audience.

— Procter & Gamble

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    Gotham Artists

    33 Nassau Avenue, Suite 24, Brooklyn, NY 11222

    (646) 798-9651