Iron Cowboy: The Story of the 50.50.50

James Lawrence, known to the world as The Iron Cowboy for wearing a cowboy hat during Ironman races, is a top motivational speaker, endurance world record holder, triathlete, and subject of the documentary The Iron Cowboy: The Story of the 50.50.50.

During the 2021 Intermountain CFO Summit, James not only shares his story, struggles, and successes of completing the 50.50.50: 50 full distance triathlons, in 50 states, in 50 consecutive days, but also his experience completing the Conquer 100: 100 triathlons in 100 consecutive days.

His stories not only left the audience in awe of what he was able to accomplish but inspired them to do hard things, be grateful for every blessing, and keep dreaming.

Key Take-Aways:

  • Don’t take for granted the things you get to do today
  • Don’t stop imagining. Stretch yourself and reach for the impossible
  • Become uncomfortable intentionally
  • No one starts out as an expert. You must start.
  • We get to choose how we react to the things that happen to us


“If you get nothing from today, don’t take for granted the things you get to do today. Live your life every single day with passion, with opportunity, and with love.”

“Here’s what’s interesting. When you’re in the middle of something, and it’s perceived as impossible, and you accomplish it, you become a different person. You become changed. You’ve overcome adversity. You’ve grown as a human being. And more becomes possible because of the experience you’ve had.”

“To grow, to adapt, and evolve, we need to become uncomfortable intentionally. Only then, will we meet the best version of ourselves and find out what we can accomplish.”

Categories: CFO Summit, Leadership