- James Lawrence The Iron Cowboy
Fill out the inquiry form on this page. We respond within one business day with availability and a proposal. For time-sensitive requests, note your event date in the subject line and we'll prioritize it.
James's calendar fills 6–12 months out for keynote dates, particularly for Q1 and Q3 conference seasons. If your event is within 90 days, reach out immediately — last-minute dates occasionally open up, but we can't hold them.
Yes. James is represented through select bureaus and also accepts direct bookings. All bookings will be handled by CMI, James’ management firm. Direct bookings often allow more flexibility on customization and scheduling. Either path works.
Every talk is built around one core truth: transformation doesn't happen when conditions are perfect. It happens when you commit before you're ready. James's keynotes cover mental toughness, identity-driven performance, building unbreakable commitment, and what it actually takes to do the impossible. These themes translate directly to sales teams, leadership groups, healthcare organizations, the military, and high-performance culture environments. Reality, any audience where the attendees have a heart and a mind, basically everyone will resonate with James message. It is a deep dive into mindset, belief systems, and the importance of the ‘bully’ conversation we have with ourselves.
Both — and that's the point. James doesn't give inspiration without application. Every keynote is structured around specific mindset frameworks and behavioral commitments your audience can act on immediately. The goal is not applause when he walks off stage. It's a change in how your people think and operate the week after. He is not a motivational speaker; he empowers you to take action and make the changes you need in your life.
Yes, and it's not optional. Before every engagement, James conducts a discovery call with the event organizer to understand your audience, goals, and what you want people to walk away believing. He doesn't show up with a canned talk. He shows up with a talk built for your room. The main stories and arc don't change, but how he delivers it and what transpires is specific to the event.
Standard keynotes run 45–60 minutes. Condensed formats of 20–30 minutes are available for certain event structures. Half-day and full-day workshops are also available for organizations that want to go deeper.
Fees vary based on event type, audience size, travel, and scope of engagement. Contact us for a proposal. We don't post rates publicly because the right engagement is built around your goals, not a standard package.
The keynote itself, a pre-event discovery call, and James's standard AV and technical requirements. Additional services — breakout sessions, half-day workshops, VIP meet-and-greets, and post-event content — are available and quoted separately.
James is based in the United States and travels internationally. His home base is Salt Lake City, Utah. Travel is billed at cost or covered under a flat travel fee, depending on your preference. We handle the logistics — you focus on your event. CMI will handle these details with your team.
Fortune 500 companies, sales conferences, leadership summits, military and first responder groups, healthcare organizations, athletic programs, and entrepreneurial events. If your audience needs to perform under pressure, commit when conditions aren't ideal, or break through a ceiling they've been stuck at, James is the right fit.
Yes. Demo reel and full-length keynote footage are available on this page. References from past clients are available upon request.
Recording rights can be included in the agreement. This is something to discuss during the inquiry process so we can clearly include it in the contract.
Visit the main Iron Cowboy website at Ironcowboy.com.
Discover How You Can Find Personal Fulfillment Through Conquering Your Goals
James Lawrence is a world leading expert on developing mental toughness. He has defied what doctors and physiologists previously believed to be possible. His keynote presentation, REDEFINE IMPOSSIBLE, is an immersive, multi-media big screen experience featuring 85 photographs and video clips chronicling one of the most extraordinary feats of human accomplishment ever recorded, and more importantly, the universal life-changing lessons learned along the way.
Audiences from James's audiences will walk away ready to:
Build grit and resilience to thrive through change, setbacks, and uncertainty
Align priorities and execute toward bold, meaningful, and seemingly impossible outcomes
Go all in on goals that matter and follow through with relentless commitment
Break mental and physical barriers by shifting mindset and embracing challenge

The Challenge
The Solution
Lessons to help you redefine what's possible.
Join a tribe committed to growth and accountability.
Experience the energy of a life without limits.
Witness the power of resilience in action.
Break through barriers and achieve bigger goals.
Build the discipline to conquer your next challenge.
Gear designed for those who refuse to quit.
Vision, Belief, Commitment, Collaboration, Culture, Grit

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