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I love math so I understand where you are coming from: everyone should love math. But we love it because we can see the magic in it, and a child needs to be shown that type of magic to see why we love it. If you treat math like a fun skill or game that you both enjoy, that love may develop organically. Your child may also be good at something they don’t like, which is also OK. They are 10, so being “right” is probably important and since they are right a lot in math they may be bored. Do you remember what math felt like for you at 10? If you can recall those feelings & put yourself in your son’s shoes you may find add’l insights to help you further. Good luck!!!