"Do it or die trying!" "Unless you puke, faint or die, keep going!" "Crawling is acceptable, falling is acceptable, puking is acceptable, crying is acceptable, blood is acceptable, pain is acceptable; quitting is not".
That kind of "fitspiration" messages circulate all over the web. In the visual version, they are generally accompanied by images of body parts of very slim and fit women. Sometimes the whole woman is seen - maybe bent after a hard run.
These kinds of words are supposed to inspire and motivate us to push harder. We are weak and lazy, we have to push ever more, hard and with no excuses.
Some of them also give reasoning why we are supposed to do it - "because I don't want to be anyone's fat ex" or "so you prove those who said you can't" or "because I prefer to be covered in sweat than in clothes at the beach".
To me, they are terrifying.