Iron Cowboy, James Lawrence, Conquers 100 Full Distance Triathlons in 100 Days
Welcome to the Live Great Movement blog series called Stories of Greatness. Each week, we highlight someone applying the principles of the Live Great Movement to make a positive impact on their life and the lives of others in their community.
This week, we defy logic with the story of James “Iron Cowboy” Lawrence and his project, Conquer 100.
Meet James “Iron Cowboy” Lawrence
James Lawrence is a multiple time Guinness World Recorder, endurance athlete, entrepreneur, husband, and father of five. The minute you meet James you will find a humble yet determined soul ready to conquer anything others may say is impossible.
In the summer of 2015, James, his family, and his team redefined impossible by doing 50 full distance triathlons in 50 states, in 50 days. A full distance triathlon consists of a 2.4 miles swim, a 112 mile long bike ride, and a 26.2 mile run. Mocked for setting such big goals, James doesn’t let what others say impact the goals his sets or the direction he faces in life. He dreams big, builds the plan with his team, and conquers whatever he says he will do. If James says he is going to do it, he’ll do it.
“When you set a goal, you have to have 200% conviction you will achieve it.”
Conquer 100—100 Full Distance Triathlons in 100 Consecutive Days
On January 4, 2021, James announced, on his Instagram live, that he would be tackling his next project called Conquer 100. Conquer 100, he explained, would consist of 100 full distance triathlons in 100 consecutive days in his hometown of Utah.
He also mentioned that he had the support of his wife, Sunny Jo, his five children, his wingmen (Casey Robles and Aaron Hopkinson) and the whole Iron Cowboy Team which consists of a coach, athletic trainer, nutritionist, and physiologist.
A huge part of the success James has had in his life is because of the support of his wife, Sunny Jo. Sunny Jo would become—the great balancer and the great organizer for James to succeed on the Conquer 100 project.
“Nothing great is ever accomplished on our own, it requires a team. ”
The Hardest Step on Any Journey is to Take the First Step
On March 1, 2021, James and his Iron Cowboy Team took the first steps to Defy Logic and prove once again that nothing is impossible. And just like that they started completing a full distance triathlon every day—no matter the weather, pain, or discomfort.
In March, James would push through snow and cold temperatures to complete his first 31, then in April he would break his previous world record of 50 full distance triathlons in a row with number 51. Nothing was stopping James, he battled through blisters, hurt muscles, shin splints, and fatigue.
His feet were so sore, that for a few days on his run, he wore Croc sandals to lessen the pain. Most people would have given up, but not James. He would keep taking steps forward.
On May 28, I was lucky enough to do the full distance triathlon #89 with James and many other athletes pushing their boundaries. I watched as James and his team pushed through each stage of the race. I felt part of the Iron Cowboy Team.
As we finished the 26.2 mile run that evening, I was inspired by what James taught us by action and words.
James said,
“I can’t help but think that the hardest thing to do on any journey is to take the first step. And I also believe that if we truly knew how hard the journey was going to be, we’d never start taking that first step. Naive bliss is a blessing, because it’s what we learn along the way and the relationships we forge that truly make the journey possible, meaningful, and life changing. And so, you don’t know what your journey is. It’s okay. Make sure it scares you and start now, take the first step.”
“I can’t help but think that the hardest thing to do on any journey is to take the first step. And I also believe that if we truly knew how hard the journey was going to be, we’d never start taking that first step.”
“People always ask, “How do you break mental barriers?” “How do you find the motivation?” “How do you keep going when things get hard? It’s simple. You just do. You simply take the next step.”
I left inspired and ready to take more first steps. Thanks James!
“People always ask, “How do you break mental barriers?” “How do you find the motivation?” “How do you keep going when things get hard? It’s simple. You just do. You simply take the next step.”
What’s the Biggest Thing James Learned Conquering 100 Full Distance Triathlons in a Row?
On the evening of June 7, completing full distance triathlon number 99 in a row, he said this to the crowd that gathered at the finish line.
James said,
“A question I get asked is what is the big takeaway from your experience? What’s the biggest surprise of your journey? Look around at this group, it is the community support. The most enjoyable thing for me has been to see people supporting me and supporting others. On the bike, I hear people talking, laughing, and making new friends. On the run, I hear and see the same things. I think after 2020, I didn’t know it, but this is what we needed.”
You Have a Team, Find Them, or Be Them
James will tell you that we all have a team, many times we just need to find them. And that many times, we need to be the team for others who are down and out. He will also tell you there is nothing we can’t accomplish with a team and a community.
James and his wingmen (Casey Robles and Aaron Hopkinson) pictured above are a key to his success and an integral part to any big project that he undertakes.
100 Conquered
On the evening of June 8, 2021, James, his family, his team, and the Iron Cowboy community crossed the finish line at Timpanogos High School. They defied logic and did what they said they would do, FINISH! 100 full distance triathlons in 100 consecutive days. One of the biggest physical feats ever completed!
Thank you James, Sunny Jo, family, Iron Cowboy Team, and community for the most inspiring days of 2021. We are stronger, more united, and more able to take our first steps and do our impossible—Defy Logic!
And when the next Iron Cowboy Project emerges, know that we got your back!
Thank you 100 times!
Burke Alder
*Update to article: On June 9, 2021, James completed full distance triathlon number 101.
Unleash Your Greatness™
James Lawrence, reminds us to take one step forward to accomplish anything in our life. And just like James, there is someone in your city that needs your help, your talents, your passions, and your skills. As you unleash your greatness where you live, you'll help others do the same. Your influence of goodness will spread through your community and will inspire other communities around the world to join together to solve many of their most difficult problems. You are born for greatness.
Author: Burke Alder
Pictures: Matthew Norton, used by Permission from Team Iron Cowboy