The Iron Cowboy, James Lawrence, has tackled the hardest endurance challenges on the planet. He attributes his success to not only physical strength, but a strong mindset. He says, "There are always opportunities every single day to challenge yourself mentally and grow and progress as a human." With the hardest Ironman Triathlons, mountain biking Mt Kilimanjaro, walking across Greece and his 2 Guinness book of world record feats including 50 full distance ironman in 50 states in 50 days.