After breaking several Guinness World Records, James Lawrence wondered if he had truly found his mental and physical limits. He knew there was more. James earned his nickname as the Iron Cowboy after he started to wear a cowboy hat during the marathon portion of his Ironman races to be quickly identified by his children. With two Guinness World Records under his belt, James and his family attempted to do something every person deemed impossible: 50 full distance triathlons, in 50 states, in 50 consecutive days (aka: 50.50.50). James’s story of reaching new limits is one everyone can relate to. He is an ordinary guy, whose extraordinary personal story will make you laugh, cry, reflect, and inspired to reach higher.