09/10/2026
Today I’m spotlighting James Lawrence the James Lawrence, Iron Cowboy
He’s not like a normal instructor I take a gun, knife or combatives course from. But I believe some of life’s greatest lessons come from other people’s examples. A few of you might have heard this story before. Out of luck or maybe fate my seat was next to him at a UFC fight where I met him for the first time.
Months later James was in the middle of Conquer 100: a 2.4-mile swim, 112-mile bike, and 26.2-mile run…every day (He later finished 101 days in a row). My friend JC and I decided to drive a few hours to witness day 96 of Conquer 100. The plan was to run the last 5K of the marathon portion with James. While getting ready to leave, I said, “Since we’re already going to be there… let’s do the full marathon.” It might have been one of the dumbest things I’ve ever said. But JC didn’t hesitate. “Okay man. Let’s do it.” After that I had no out.
This would be my first marathon, and I was doing it with zero training runs leading up to it. Ninety six degrees heat and running on blacktop. Mentally and physically it was brutal. I wanted to quit almost the whole time and considered quitting many times. But I stuck it out and started and finished with James.
I got through it by tucking in behind James and taking one step at a time. The whole time I listened to him talking with friends, supporters, and other runners as the came and went. Mental fortitude. Life. Family. He was just sharing knowledge, not repeating somebody else’s speech. He was living it, doing something that had never been done up to that point in history. Something truly remarkable.
My favorite moment with James occurred when we were running past a cemetery during a funeral and James said, “You die twice. The first time when they put you in the grave. The second time is the last time someone mentions your name. Live a life worth living.”
There is enough hate, frustration, and uncertainty in the world. Go do something you don’t think you can. Go do something great and cheer your friends on while they do too.
Stay humble. Hustle hard. Win the day. Follow James’s example and Redefine your impossible.