OCT. 21 - 23, 2018 | LAS VEGAS
THE IRON COWBOY
Create a Mindset That Thrives in Adversity
Dealerships are hectic. As you build your forecast for 2019, you'll have initiatives you will want to implement. You can try to plan for anything, but you can't anticipate everything. When adversity arises, you'll need a culture that is resilient, and you will need to become a master problem-solver.
James Lawrence completed 50 triathlons in all 50 states...in 50 days. He will present insight on how to redefine the mindset around what you and your dealership think is possible and show you how to apply the lessons he learned around communication, resilience, and persistence to build a culture ready for the next challenge.
When James Lawrence (aka the Iron Cowboy) announced his plan to complete 50 Ironmans in 50 consecutive days in all 50 states, the only person who believed that he could pull it off was James himself (and his wife, Sunny).
An Ironman consists of a 2.4-mile swim, a 112-mile bike ride, and a 26.2-mile run. In Lawrence’s case, he would have to complete those distances and then make it to the next state in time to do it all over again the next day. Even Lawrence’s coach didn’t think he could do it; he penciled in another event the day Lawrence was supposed to complete the challenge. But with the support of Sunny and their five children in tow, and with grassroots support conjured always at the last minute via Facebook, Lawrence accomplished exactly what he set out to do.
Iron Cowboy is the story of Lawrence’s herculean 50-day journey and all the wonderful, miserable, and life-threatening events that happened along the way, as well as a glance at his life leading up to the mission, and winning two prior world records.