Sounds like a "train the motivation" approach.
If a person wants to do a thing then they will engage with it on their terms. But getting that initial "hook" and then growing it is the trick.
I will never go to any physical training that involves a trainer shouting "pain is gain!". If it hurts, why would I do that? Why are we focusing on how much it hurts?!
Get me hooked on the Gain, let the pain happen naturally depending on how hard I want that Gain.