A few years ago James Lawrence, aka: Iron Cowboy, approached us asking for support in setting a World Record for Iron distance races completed in one year. We joined as one of James' sponsors and he proceeded to set World Records in both the number of Iron length races (22) and half distance (30) events completed within a year. James has always packed up his family, put 110% of his earthly resources behind his efforts and promoted charity and good health through his epic accomplishments.
This past winter the phone rang again and James had a new idea for an epic journey. 50 Iron distance's completed in 50 states in 50 consecutive days. James has done this to again set a World Record mark, test human endurance and raise awareness of obesity. As James says, "This is the first generation where we as parents are slated to outlive our children, and as a father of five this really hits home. Obesity is a far too common, serious, and costly plague." Iron Cowboy's 50-50-50 is cooperating with Jamie Oliver's Food Foundation aiming to raise $1 million to fight the obesity crisis in the US.
The 50-50-50 has been an inspiring triathlon adventure and raised interest across the country and globe. As part of each Iron each day James performs 5K of his marathon run with the public- inviting them to to run 5K with him- children and adults alike- to get a taste of what he is doing and feel what it is like to be an athlete. In Wisconsin the 5K drew 250 participants. Triathletes across the country have come out to swim, bike and run with James as he completed the journey. He has never been alone and it speaks to the support his mission of "fitness" draws.
James was armed with our Helix wetsuit, PZ4TX swimskin, Core Shorts and Element goggles to accomplish his world record. For more information on James, his mission, and to help by donating to the fight against obesity in the US visit: http://www.ironcowboy.co