I’ve got a question for you (and a free gift) at the end of this email. But first, let me share something special…
Meeting the Author
I had my first real conversation with James Lawrence (The Iron Cowboy) at a picnic table near the start/finish area of the Leadville Trail 100, a mountain bike race in Colorado.
James is a world-renowned ultra-endurance athlete, multiple world record holder, author, and motivational speaker. He’s also just a genuinely curious and down-to-earth guy. This last quality is what led him to ask me, right there at that picnic table, about my future plans and ROAD iD.
I started sharing my passion for ROAD iD and its core purpose: to impact lives in remarkable ways. As I spoke about how every “ROAD iD Story” motivates me, I saw James’ eyes light up. He looked across the table and said, “Man, that’s EXACTLY why I do what I do. When I come off stage and someone tells me that my story helped them change their life—it means everything. Everything.”
You Did What?!?
In 2021, James completed 100 Iron-distance triathlons in 100 consecutive days as part of an event he called “Conquer 100.” If your jaw isn’t on the ground and you’re not making that “no freaking way” face, let me break it down for you:
An Iron-distance triathlon involves swimming 2.4 miles, cycling 112 miles, and running a full marathon—26.2 miles. Now, imagine that on repeat for 100 days straight. That’s 240 miles swimming, 11,200 miles cycling, and 2,620 miles running—back to back.
Mind. Blown.
Why on earth?
If you ask James why he would attempt such a crazy feat, he would point to you and say, “You. You’re the reason I do this.”
Do Hard Things
James’ latest book Iron Hope - Lessons Learned from Conquering the Impossible was just released last week. I couldn’t wait to dig in. I’m so glad I did. Over a thrilling 304 pages, James takes you on a behind the scenes and behind the heart journey of his incredible 100 days of suffering and triumph. Most importantly, along the way, he provides a framework for doing hard things and finding hope amidst some of life’s biggest challenges.
A recurring theme in the book is the power of intentionally doing hard things. What James taught me is that accomplishing tough goals rewires your brain. Achievement breeds confidence, and confidence breeds future success.
James didn’t wake up one morning thinking he could complete 100 consecutive Iron-distance events. No way. 100 would never have seemed possible if he hadn’t completed 50 (world record in 2015). And 50 wouldn’t have been possible without 30 (another world record in 2012). You get the idea. One hard accomplishment stacked on top of another, he built the mental confidence to tackle the impossible.
Here’s the thing—when you do hard things, you redefine what’s possible.
The Question
Inspired
Everyone has something difficult they want to accomplish. It might be an athletic achievement, a professional accomplishment, a business they want to start, a relationship they want to repair, or a tough conversation they need to have. If you allow it, this book can provide the motivation, inspiration, and framework you need to start down that path. One pedal stroke at a time. One foot in front of the other.
For me, this year, I’m aiming to race the Leadville Trail 100 Mountain Bike Race and finish in under 9 hours to earn that coveted “big buckle.” On the business side, ROAD iD is committed to reigniting our authenticity in the cycling world, launching several new products for our DOG iD brand, and unveiling an entirely new brand. It’s going to be hard. Really. Damn. Hard. Worth it? You bet.
Free Gift
I strongly encourage you to read Iron Hope: Lessons Learned from Conquering the Impossible. Unfortunately, I can’t give you the book for free.
But, James has graciously allowed me to share the Conquer 100 documentary, which profiles his incredible journey. NOTE: You can watch it for free by using the coupon code ROADiD at checkout. Once you do, check your inbox for an email with the subject “Login Details: Access Your Iron Cowboy Portal,” and follow the instructions.
The Question
As you read this, I’m guessing you’ve been thinking about something tough, challenging, or hard you want to accomplish this year. What is it?
Please reply to this email and let me know. I can’t wait to hear what's on your mind.
Lastly, if you’ve made it this far, thank you so much for taking the time to read this. If there’s anything we can do for you, just reply and let me know!
It’s Who I Am,
Edward Wimmer
Co-Founder @ ROAD iD
roadid.com
