Known as The Iron Cowboy for the signature cowboy hat he wears while running races so his five kids can see him coming from far away, James Lawrence is an ultra-endurance athlete who has pushed himself beyond what many doctors previously believed to be physiologically possible.  In so doing, he has redefined both mental toughness and physical endurance.

Originally a high school wrestler, James spent a decade in the mortgage and finance business before losing it all in the financial crisis of 2008.  At rock bottom, his career as the greatest endurance athlete on the planet started quite humbly, struggling to complete a local 4-mile fun run with his wife, Sunny.  Inspired by that experience, on that day he learned a lesson that has served him well ever since.

“I learned quickly that everyone’s ‘hard’ is different.  Back then, four miles was really difficult for me.  I learned that one of the most important things in life is to just show up.” James Lawrence

In 2015, James Lawrence completed a remarkable 50 consecutive Ironman distance triathlons, on 50 consecutive days, in 50 different states—140.6 miles, every day, for 50 days. And in 2021, he completed 100 Ironman triathlons in 100 consecutive days for a total of 14,060 grueling miles!

His keynote address “Redefine Impossible” shares his family’s inspiring journey from rock bottom to new heights of human potential.  James has shared his astonishing story in 50 different countries across the globe reaching millions of people.  He is a best-selling author and the subject of a critically acclaimed feature film.  He continues to redefine the impossible in his own life, while teaching audiences around the world to do the same in their own lives.