The 10hp rating on that motor... it's really just a guideline.
It's rated for 10hp at a specific duty cycle, eg. "1 hour" or "continuous" before it overheats.
But you can stuff extra juice through it to coax, say, 20 hp from it. But obviously for less time before it heats up too much. And not so much power that you twist the motor shaft off like an apple stem.
OR... you can add forced air cooling to extend the duty cycle, like in
Pauls VW Beetle series DC motor or Mike's Insight 5th wheel permanent magnet Etek.