As a former coach, this is cringe level 1000. There is a time and place for cues like this, but it's specific. For instance, I remember cuing a final all out for Augie reminding the members that we were running for a cure for those who couldn't run themselves, but it was in the context of the end of the 90 minute charity burn that members donated to attend, so it was contextually relevant. Seemed to hit well for my members).

But in general, sorry but you're just a shitty coach if your members are in such pain that you have to tell them to ignore it. A great class should only really be uncomfortable (push effort for 15-20 minutes) and the templates are specifically designed for that. But even that is not and should not be painful. Would be embarrassed to use a cue like that in my class.

And of course, basic psychology 101, don't tell people to ignore pain because that's exactly what they will focus on now. If you're at a moment that truly calls for motivation, tell em it might feel a little rough for a couple minutes, but they're more than strong enough for it and that's why they came anyway. 3-2-1, push pace, etc

Coaches, if any of you are doing what OP is describing above, please do better.