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At The Baby Show in London on Friday (18th October), wife Ola Jordan - who is expecting her first child - had the chance to hook him up to a labour simulator.
In a video from the event, the 41-year-old can be seen writhing in pain as his wife and former Strictly co-star, 36, turns up the dial on the simulator which is said to replicate what contractions feel like.
James can be seen gasping in pain as Ola ramps up the pain levels, at first disbelieving he's only on level five.
"That can't be five!," he wails. "Don't go any higher than that I'm being serious!"
Not listening to his demands, Ola (who is finding the whole thing hilarious), eventually whacks the thing up to eight as James screams out in pain.
"Turn it off, oh my god how do you take that," says James, adding "I don't like that at all."
Ola, who wipes away the laughter tears jokes "can I buy this machine?"
The things us women have to go through, eh?
The hilarious ordeal comes just months after the pair, who married in October 2003, revealed they were set to become parents for the first time.
TV star Ola and Dancing On Ice winner James confirmed they were set to become parents on Instagram, sharing a shoot from their interview in Hello! magazine.
The pair had been "desperately" trying to conceive for the last three years, and luckily Ola finally fell pregnant on their first round of IVF in June, despite being warned she only had a 50 per cent chance.
She wrote: "I can't actually believe I'm writing this but I'm so happy to say James and I are expecting a baby! We are both so excited to add a little munchkin into our family.
"We have so much love to share and I know James will be the best daddy ever. He's actually a real softy and already talking to our baby every day close to my belly.
"I've been with James for over half of my life and I always said I would never love anyone as much as I love him.....
"But now I will, just in a very different way. I can't wait to meet this little person growing inside me and give them all the love I possibly can."
She signed off: "I still can't believe IM HAVING A BABY".
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