High Performance
Athletes, Companies & Individuals
Transform potential into extraordinary performance with proven GRIT strategies for athletes, companies, and individuals.
Athletes
Join the Iron Cowboy Community for exclusive access to free training plans, mindset strategies, and tools to break through limits alongside other high achievers.
Companies
Transform your workforce through G.R.I.T. workshops and consulting that teach the four key principles of extraordinary performance: Growth mindset, Resilience, Integrity, and Teamwork.
Individuals
Get proven training tips, nutrition hacks, family guidance, & mental toughness strategies through James' newsletter, books, and personal development resources.
High Performance Athletes
Join a community of achievers who turn impossible goals into reality.
Iron Cowboy Community
Find Personal Fulfillment Through Conquering Your Goals
Get exclusive access to James Lawrence, the Iron Cowboy, and join a community of high achievers who challenge and encourage each other.
Access free training plans, mindset strategies, and the tools you need to break through limits and achieve your biggest goals.
This is where big goals become reality - and it's completely FREE.
Entrepreneurs
Athletes
Parents
Leaders
Professionals
High Performance Companies
Grit, not talent, creates extraordinary results. And we can teach it.
Most companies over-invest in strategy and execution and under-invest in professional development.
But extraordinary results aren’t produced by ordinary people. Your employees and leadership team must become extraordinary. Fortunately, the data is very clear about this one important fact:
Extraordinary people are not more talented, or more intelligent, than others. Extraordinary people possess more grit. And grit is a learnable skill. Grit isn’t something you’re born with, girt is something you intentionally develop. We will show you how.
Three Ways to gain more G.R.I.T.
1-Day Workshop: Learn the Principles
Inspiration is nice, but knowledge is better. In this 8-hour session, we’ll expose you and your team to the four key principles contained within our G.R.I.T. framework. Each participant will leave with their own IDS (Individualized Discipline System); $40k-$50k
1-Day Workshop & 30 Day Coaching: Apply the Principles
Following our 1-day immersive and interactive workshop, our Instructors will be hands-on to guide your team members through the adoption curve and help to form new habits; $60-$90k
1-Day Workshop & 6month Consulting Engagement: Achieve Results
The workshops and 30-day engagement will identify all the gaps between the current and desired state, and help your team get off to a great start. But this option ensures everyone stays on track, and provides extra coaching and support to prevent bad habits from creeping back in, and to measure both outputs and outcomes; $150-$200k
Workshop Agenda
Participants will co-create their own Individual Discipline Worksheet, and leave with clear goals that improve both company goals and their personal contributions.
Module 1: Growth Mindset / What is a growth mindset and how does one move into this way of thinking?
Module 2: Resilience / What is resilience and how does one become resilient?
Module 3: Integrity / What is integrity and how is it manifested in the workplace?
Module 4: Teamwork / Who are the people, and what are the systems and tools, necessary to achieve remarkable results?
Workshop Instructors
Lance Martin
Lance is a Chief Operating Officer and Executive Coach with 13+ years at Eli Lilly developing leadership teams. As a Six Sigma Black Belt, he specializes in aligning people strategy with business outcomes and creating the operational discipline needed for sustained performance.
Jessica Hilton
Jessica is a seasoned marketing executive who has driven transformational results across multiple industries, including helping propel a startup to $1B+ valuation in 18 months. Known for remaining unflappable under pressure, she brings expertise in building resilient, high-performing teams.
Austin Wright
Austin is Head of Strategy & Analytics with 25+ years helping challenger brands achieve extraordinary growth through better customer engagement. He's driven measurable results for major companies, specializing in turning data into actionable strategies that deliver results.
High Performance Individuals
Your ultimate guide to health, fitness, and mental toughness.
Proven Training Tips
Nutrition Hacks
Family and Parenting Tips
Exclusive Discounts
Business Insights
Mental Health Tips
Iron Cowboy Newsletter
Your ultimate guide to health, fitness, and mental toughness.
"What to do" and "how to do it" are the cornerstones of a successful life. Your health, fitness, and personal growth depend on mastering these principles.
You'll receive proven advice to enhance your fitness, strengthen your mental resilience, improve your relationships, and optimize your business ventures. We bring you the wisdom and experience in health, fitness, and personal development.
Join us to discover the secrets of success, health, and resilience from one of the world's toughest endurance athletes. Don't miss out on the journey to a stronger, healthier, and more balanced life.
Proven Training Tips
Nutrition Hacks
Family and Parenting Tips
Exclusive Discounts
Business Insights
Mental Health Tips
Iron Hope
Lessons Learned From Conquering The Impossible
James Lawrence, shattered endurance records by completing 50 full-distance triathlons in 50 states in 50 consecutive days. This extraordinary feat, considered nearly impossible by many, showcases the incredible mental and physical strength that Lawrence possesses.
Not content with his previous achievements, Lawrence embarked on another grueling endeavor in 2021: The Conquer 100, a challenge so demanding he questioned his own survival. In "Iron Hope," Lawrence reveals how he cultivates the mental fortitude to overcome immense pain and suffering, offering readers a roadmap to achieve their own seemingly impossible goals through small promises, consistent effort, and unwavering determination.
Iron Cowboy
Redefine Impossible
Iron Cowboy is the remarkable story of James Lawrence, aka the Iron Cowboy, and his quest to complete 50 long-distance triathlons in 50 consecutive days across all 50 states.
Written by Matt Fitzgerald, this endurance memoir chronicles Lawrence's grueling journey, showcasing his unwavering determination and the unwavering support of his wife, Sunny, their five children, and a grassroots movement that rallied behind him.
This inspiring story delves into the physical and emotional challenges Lawrence faced, revealing the secrets behind his success and ultimately demonstrating the extraordinary power of the human spirit.
Documentaries
Conquer 100
One man's journey to test his limits as he embarks on 100 Iron Man distance triathlons in 100 consecutive days and inspires countless people along the way.
Supported by his wife and team, he faced physical and emotional hurdles, finding strength in their unwavering support and in his belief that his intentional suffering would inspire others in their own battles. As he pushed forward, through injuries and exhaustion, his determination inspired those around him, igniting hope in others enduring their own hardships.
The Story of the 50.50.50
Iron Cowboy: The Story of the 50.50.50 is the documentary tells the story Lawrence’s herculean 50-day journey and all the wonder, misery, and controversy that happened along the way.
James fights through tropical storms, internal bleeding, dehydration, negativity, and extreme sleep deprivation (he only got four to five hours of sleep each night) on in mental and physical journey toward redefining the limited of what is humanly possible.
*Testimonials shown are real experiences from real clients. Their results are not typical, and your experience will vary based on your effort, education, business model, and market forces beyond our control. Please note that we are not a business opportunity. We make no earnings claims or return on investment claims , and you may not make your money back. NOT FACEBOOK™: This site is not a part of the Facebook™ website or Facebook Inc. Additionally, this site is NOT endorsed by Facebook™ in any way. FACEBOOK™ is a trademark of Meta™, Inc.
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