James Lawrence, the Iron Cowboy, is a record-setting triathlete famous for completing 50 Ironman triathlons in 50 states over 50 days. In this conversation, he discusses pushing through extreme physical pain and mental barriers to achieve greatness. James shares how embracing discomfort fosters personal growth and resilience. He reflects on the birth of his 'Iron Cowboy' alter ego and the importance of mental toughness. Ultimately, he highlights the significance of forgiveness and living joyfully while uplifting others.
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question_answer ANECDOTE
Dayton's Ironman Finish With Team Help
James Lawrence brought Dayton, a teen with cerebral palsy, through an Ironman day with teammates Casey and Aaron sharing swim, bike, and run duties to ensure Dayton finished.
They nearly missed the cutoff by 25 minutes in 2012, so James planned a do-over during the 50 but was already injured and exhausted by day seven.
insights INSIGHT
Using Extreme Challenge As A Rebuild
The 50 Ironmans was a rebuild after James lost his mortgage business in 2008 and hit rock bottom; the challenge became a gateway to new opportunities and impact.
He framed the project as intentional discomfort to evolve, not just an athletic stunt, and that purpose kept quitting off the table.
volunteer_activism ADVICE
Do Strength Work For Endurance Durability
Train strength even for endurance goals to prevent injuries and improve durability during back-to-back events.
James treated himself like a lineman entering the 50, using powerlifting and strength work so ligaments and tendons held up under chronic stress.
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"AS A PEOPLE, WE NEED TO FIGURE OUT WHAT OUR ALTER EGO IS.”
One of the hardest things for us to deal with is pain. Our mind tries to prevent us from experiencing it. It's just trying to protect us and keep us alive.
When we push through that pain, however, that’s when we accomplish greatness.
Now I don’t mean continuing with a broken arm. I mean pushing through those tough times when your mind is trying to tell your body to stop, but you know you have more to give.
That’s why I wanted to bring you today’s guest, the Iron Cowboy himself: James Lawrence.
James did 50 Ironman Triathlons, in 50 days, in 50 states.
He was constantly on the move for 12 hours a day, running, swimming, and cycling. As soon as he was finished, he had to travel to the next state.
Most days James only had about four hours to rest.
That’s no time for your body to recover.
Did he hurt? Did he want to give up? Of course. But James ended up powering through, breaking a Guinness World Record.
At the end of the 50 days, his body had begun to accept that this was its new reality (and he felt like he needed to do another triathlon after he finished!)
Humans can push themselves so much further than we think. We just need to get over our mental barriers to see what we can really achieve.
Learn what it takes to develop your skills and overcome your boundaries, on Episode 653.
Some Questions I Ask:
The universe was telling you to quit, how and why did you continue? (12:01)
When did you do your first Ironman Triathlon? (21:00)
Why do you think it’s important to put your body through a stress that your mind says no to? (25:36)
What was your greatest fear growing up? (29:16)
What’s the greatest personal struggle you’ve ever faced? (32:15)
Were the conversations you were having with yourself more about forgiveness or the future you wanted to create? (37:56)
How much mental training did it take for you to find your alter ego? (42:53)
What’s your mental routine on a daily basis? (52:56)
In This Episode You Will Learn:
How James helped someone with Cerebral Palsy finish the triathlon (7:29)
How long it takes for him to finish an Ironman Triathlon (14:32)
The greatest lesson he’s learned from all 50 Ironmans (24:34)
Something we can do on a daily basis to help us increase our mental toughness (27:25)
How he’s preparing his children to take on the world (30:45)
What he thinks about at hour 7 of the day during a race (34:51)
The power of his alter ego (39:42)
Why he felt the need to achieve the impossible (47:25)
The School of Greatness 
