James Lawrence 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. Known to the world as The Iron Cowboy for wearing a cowboy hat during Ironman races, James completed the greatest feat of human endurance: 50 full distance triathlons, in 50 states, in 50 consecutive days (50.50.50).