Iron Cowboy James Lawrence: What It Takes to Do 101 Iron-Distance Triathlons in Consecutive Days

Mar 24, 2022

James Lawrence, also known as the Iron Cowboy, is a mindset and fitness coach, best known for testing his mental and physical limits. In 2021, James set out to complete 100 Ironman-distance triathlons in 100 days. He ended up doing 101 triathlons in 101 days.

The Conquer 100 wasn’t the first time James tested his athletic limits. It started when his wife signed him up for a marathon. But one marathon wasn’t enough, so he tried a sprint triathlon. He was hooked, and in 2011, he completed 20 half-Ironman distances in 22 weeks and then 30 full-Ironman distances in 2012. In 2015, he completed 50 Ironman triathlons in 50 states in 50 days. 

In this episode, the Iron Cowboy talks with Sonya about his 101 Ironman-distance triathlons in 101 consecutive days - the planning, the pain, the wins and expectations.

Key Takeaways

• Guiding principles and ethos
• Importance of celebrating small wins
• How they planned the 101
• Dealing with the monotony of the 101
• Managing internal and external expectations
• Importance of his mantra Here We Go
• Some of the injuries he incurred
• Insights post Conquer 100