Nice. I don't believe for a second that he talks to his male clients that way. If he does, he's probably going to get a weight plate in the face one of these days. I've trained some guys who may not be as strong as me but I damn sure wouldn't speak to them that way lest I ended up with a barbell sticking up my ass before I could say, "but I kid you".
I hate this tough guy rhetoric so much, I can't tell you. You can not help a person while judging them. You can't. You certainly will not get too far by chewing them out and calling them fat in 20 different ways.
People say things based on what they want to believe, their wrong perceptions, etc. that sound silly. But hitting them over the head with tough guy rhetoric will not change their way of thinking, it will just put them on the defensive and make it that much tougher to penetrate past these misconceptions. However, I don't claim to be able to get any female to 12 pull ups in 12 weeks so I may not be qualified to make such statements. The pullup is not the French omelet of strength training.
There has been a conception created by certain TV shows and by some internet famous personal trainers about how personal training, for strength, fitness, fat loss, what have you, is done and this image of the abusive drill sergeant type guy is the central one called to people's minds. I'm here to tell you, that ain't how it's done. Anybody who got away with acting like that would simply be holding on to those trainees who were easily bullied and victimized. Most people will tell you where to stick it and walk away, if not worse. The people who will react to it in the way you want them to, you've actually made things worse for them because you have reinforced the very perceptions about themselves that made it possible for you to bully them in the first place.