James Lawrence’s motto is “Redefine Impossible”, and as an elite endurance athlete and multiple world record holder who completed an astounding 50 IronMans in 50 days in 50 different states across the US, there’s no doubt he’s clearly a man living by this credo. Nicknamed “The Iron Cowboy” for his tradition of donning his trademark brightly colored cowboy hat on the final leg of every triathlon, James’ grit, resolve and commitment forces anyone to reconsider what it means to reach higher for improbable goals in sports and in life.

Born and raised in Canada, remarkably James had never competed, or even attempted any endurance sport until he was 28 and had relocated to Utah. He had always been driven to achieve the impossible and after struggling to complete a 5K run challenge with his wife on Thanksgiving day in 2008, a competitive fire was lit within him. Two years later James had already become an elite short-distance triathlete, but he knew he hadn’t yet tested his physical and mental limits. In 2010, after months of training and planning, James set his first World Record by completing 22 half Ironman races in just 30 weeks, exceeding the previous record of 20. If that wasn’t enough, in 2012 he set his second world record by completing 30 full-distance triathlons in less than 52 weeks, across 11 countries, destroying the previous world record of 22. From there James knew he had found his calling, testing the limits of the human body and mental fortitude. He had begun to “redefine impossible” but knew he could do more, and began preparing for his most daunting test yet. Finally, after two and half years of strict training, on July 25, 2015, James redefined impossible once again when he completed 50 full distance triathlons, in 50 states, in 50 consecutive days (50.50.50) in what is now considered the greatest feat of human endurance ever.

Astoundingly, the “Iron Cowboy” is not even close to being ready to ride off into the sunset. Proving he is more than just an elite athlete, James has increased his focus on philanthropy, using his athletic endeavors to raise money for various charities and inspire men, women, and children of all ages across the world as an in-demand speaker. Along with his duties as a father of 5 and husband to his wife Sunny, James continues to train, compete and plan ever more challenging feats of endurance to test what the human body is capable of achieving. In 2021 James is planning to up the ante again by completing 100 IronMan competitions, including races across six continents, to take his unique brand of badass performance global.

Champions + Legends is excited to partner with a true legend like James “Iron Cowboy” Lawrence and support his training and recovery efforts as he continues to further his quest to redefine impossible.