The ultimate guide to mental toughness by James “Iron Cowboy” Lawrence—the greatest endurance athlete in human history.

Lawrence’s accomplishments are nearly impossible to comprehend. After breaking two Guinness World Records, he shattered possibilities in 2015 by completing 50 full-distance triathlons in 50 states in 50 consecutive days. Yes, THE IRONMAN®, “the single most difficult day in sports”– a 2.4-mile swim, 112 miles on a bike, then a 26.2-mile run, all completed in under 17 hours. It is a race so intense that less than .01% of the population have completed one.

Afterwards, Lawrence subjected his body to exhaustive physical testing, to every genetic test known to science. The stunning discovery is that physically, James Lawrence is unspecial in every way. The secret to his bulletproof body is his bulletproof mentality.

Even those accomplishments weren’t enough for James. In 2021, he set out on another endurance endeavor, this one so difficult he wondered if he would even live. He set out to complete a staggering 100 full-distance triathlons in 100 consecutive days. By persevering, he wanted to inspire people to do the same for whatever difficulties they are going through.

How does a person develop the mental fortitude necessary to overcome incredible exhaustion, immeasurable suffering, and unfathomable pain in order to achieve impossible goals? With Iron Hope, that’s exactly what James “Iron Cowboy” Lawrence shows readers how to do. Lawrence explains how readers can forge an iron will by making and keeping small promises to themselves again and again, amassing experience and building momentum until giving up becomes impossible. Combine a big dream with small improvements repeated with great consistency and make your goals and dreams a reality.