A man by the name of Masanobu Sato attended the 2009 World Masturbate-a-thon held by the Center for Sex & Culture in San Francisco and set the world record for longest session by jerking it for 9 hours and 58 minutes.
He came all the way from Japan just for the event, armed with a wide variety of sexual aids, and the record he was beating was his own. Last year he set the record with 9 hours and 33 minutes.