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Five years ago, James Lawrence did the impossible. Over the course of 50 days, the endurance athlete completed 50 consecutive Ironmans. If you’re not familiar with triathlons, that’s a 2.4-mile swim, 112-mile bike ride, topped off with a full 26.2-mile marathon. The effort landed him in the Guinness World Records with several achievements that haven’t been touched since. That is until now: Lawrence is attempting the impossible again, although this time he’s doubling it. That’s right, he’s aiming to complete 100 consecutive Ironmans this time. “I didn’t think 75 seemed hard enough,” Lawrence tells Men’s Journal, when questioned how he ultimately came to the number. The phrase is said with the no-nonsense attitude and steely focus that’s earned him the moniker the Iron Cowboy. “And because why not?”

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