James Lawrence is an extreme athlete who’s alter ego, the Iron Cowboy, plays a critical role in helping him to achieve success. He holds two world records, one for the most half triathlons completed in a year, and the second for the most full triathlons completed in a year. In 2015, James went on to race an astonishing 50 full ironman triathlons, in 50 days, in all 50 states. James shares how the Iron Cowboy, an unstoppable badass, helped him to accomplish his goals.