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Steven Herrera · Trainer Steve · Portland, Oregon

The body is an instrument. Most people leave theirs under the bed.

I'm a coach with fifteen thousand sessions on the floor, a Guinness World Record, a studio in Sellwood, and a bulldog who is unimpressed by all of it. I collect life-enhancing ideas, test them on myself, and hand the ones that survive to the people I train.

↓ Tap me. Every note moves the lift.

01The receipts

One receipt proves nothing. A drawer full of them is an argument you can't lose.

Fifteen thousand coaching sessions is a number I can show you the sheets for. The reviews are on Google under my own name. The record is on file with Guinness. Everything else on this page sits on top of those.

Guinness World Records record holder

Guinness World Record

Most weight lifted by dumbbell curls in one minute

1,233.54 kg · May 4, 2023

  • B.S. Human Biology, UC San Diego
  • ACSM Certified Personal Trainer
  • Exercise is Medicine
  • CPR and AED
  • Kabuki Strength Education

STICK-TO-IT FITNESS

5609 SE Milwaukie Ave · Portland, OR

PRINTED NOV 01, 2026 · CASHIER: STEVE

Coaching sessions 15,000+
Clients, in person 1,000+
Google rating 5.0 stars
Five-star reviews 60+
Studio founded 2013
Nonfiction books read ~1,000
Guinness World Record 1,233.54 kg
TOTAL AN ARGUMENT YOU CAN'T LOSE

THANK YOU FOR SHOWING UP

COME BACK WHEN MOTIVATION IS GONE

STICK TO IT TO GET TO IT

In my own words · 1:13

02The story

I was the chubby, picked-on kid who needed someone to show up and never quite had one.

Steven Herrera laughing and pointing on the floor of his studio, wearing a Stick-To-It Fitness shirt

Sellwood, Portland. The studio.

  1. Los Angeles

    I grow up overweight, in my brother's hand-me-downs and bootleg Shaq shoes from Kmart. In PE the other kids wheeze to imitate me. My grandmother dies in front of me when I'm six, maybe seven. Nobody showed her. That became the question I've been working on ever since: why do people who know what to do still not do it?

  2. San Diego

    At UC San Diego I work the campus gym as a freshman. I know how to be funny. I don't know how to do a pull-up. I'm pre-med until I watch the med students come in grey-haired and stressed. That's not health. I leave with a biology degree and no real plan.

  3. Portland

    I move north with my friend Josh to join the Portland Fire Department. A hiring freeze ends that. Later I get let go from a job, and the only thing I can think to do is go to the gym. There's a hiring sign. I start at Planet Fitness, purple treadmills and all, and learn the difference between entertaining people and training them. In 2013 I open Stick-To-It Fitness.

  4. The hips

    Arthritis so bad I need breathing exercises just to walk. Every client notices the limp, then strangers do. Three surgeons tell me I'll never squat again. One surgery done, a second coming. I rebuild my hips with the same training I give my clients, and I use the whole thing to teach them about the body.

  5. The streak

    I squat every day for close to a year. One working set: one more rep each day up to twenty, then back to one with more weight on the bar. Early morning, phone camera recording, Pantera playing. I get to almost 500 pounds. The lesson that stuck: you really don't need to do that much, as long as you never miss.

  6. The record

    May 4, 2023. I set the Guinness World Record for the most weight lifted by dumbbell curls in one minute: 1,233.54 kilograms. The kettlebell-swing record I chased for three years before that never became official. I broke it on video, alone, more than once. Two official attempts failed in front of friends and clients. Then my surgery date came. I keep both stories.

  7. Now

    I coach about fifty hours a week. I've read about a thousand nonfiction books and taken notes on all of them. I'm a bro-scientist at best, and a personal trainer who reads too much nonfiction. These days I build my own tools with Claude Code and Codex. I'd rather be the matrix than run from it.

03The belief balance

Five stones. One book.

Everyone starts with a few stones of doubt already on the scale. My book, Stick-To-It Goals, is built on five parts I call PHASE, and each one is a stone on the other side. Scroll through them and watch what happens when the book lands.

The belief balance: three stones of doubt on the left; the five PHASE stones, then the book, drop on the belief side as you read DOUBT BELIEF
  1. Plan

    A plan turns fear into logistics.

    Name the next physical action. If a camera was recording, would it see you move?

  2. Habits

    Of the five habits in your engine, one should be sacred.

    One miss is a slip. Two misses is a spiral.

  3. Anchors

    Feelings tell you what seems true. Instruments tell you what is true.

    Measure the outcome, not the activity. Busy is not the same as better.

  4. Systems

    Discipline is expensive. Systems are cheap.

    Decide upstream so tired-you does not get a vote.

  5. Environment

    Place objects and they sit. Load them and they pull.

    Friction, defaults and gravity decide more of your day than willpower does.

The last stone

Stick-To-It Goals cover: a figure climbing a golden staircase toward a small sun

Steven Herrera

Stick-To-It
Goals

The science of setting goals, sticking to it, and achieving them

Stick‑To‑It Goals. For people whose goals keep dying in real life.

It started as a diet book. Somewhere around book one hundred and fifty, I realized the diet book was a disguise. It took me twelve years to finish. It's for the people who know exactly what to do and still don't do it, which was me for most of my life.

"You weren't failing at discipline. You were running a machine with missing parts."
Tell me when it's out Manuscript finished. In the edit now.

The belief balance. Every part of the system you put in place drops a stone on the belief side. Enough stones and the beam tips.

04Other big belief rocks

No doubt side on this scale.

Creating reality is less mysticism and more mechanics. These are nine ideas I've tested long enough to put my name on. Each one drops into the pan. Watch the needle.

A hanging spring scale with only a belief side. Each conviction drops a stone into the pan and the needle climbs. 1 2 3 4 5 6 7 8 9 BELIEF 0 / 9 THE BELIEF SIDE
  1. 01

    You really don't need to do that much.

    Find the few fundamental things, do only those, and get obsessed with not missing.

  2. 02

    Willpower is built, not spent.

    A habit that becomes comfortable for your identity stops costing anything.

  3. 03

    Use motivation when you have it to build structure, so it's easier to not need motivation later.

    Motivation comes and goes. Don't feel guilty when it's gone. Don't waste it dreaming when it's here.

  4. 04

    Where attention goes, things grow, pending the action.

    Train your awareness to sit where you want it. Then move.

  5. 05

    It's a system. Asking for one lever is the mistake.

    Environment, identity, body, attention. Which one matters most changes by the day.

  6. 06

    Nobody's coming. Good. That means the schedule is yours.

  7. 07

    Everyone lives in their own reality. You don't have to live in theirs.

    Just because someone else is sad doesn't mean you have to be.

  8. 08

    Modification is not failure.

    You missed two weeks. That's a data point, not a verdict. Drop the loads ten percent and rebuild.

  9. 09

    Consistency is what you call it when the system did the work and you took the credit.

05Train with me

Personal Longevity Training. Strength coaching for the next thirty years.

Stick-To-It Fitness is a private studio in Sellwood, SE Portland. One-on-one and two-on-one strength coaching for adults who want to move well for a long time. No crowds, no contract, no membership fee. The first step is a free 30-minute strategy session at the studio, and I schedule every one of them myself.

  • Consistency over intensity
  • Bodies as they actually are
  • Work = Play
  • Proof, not hype
Steven coaching a grandfather, a father and a young son through kettlebell split squats

Strength for every age in the room

Why now

Stay in the game for what AI is about to do for health.

I'm an AI advocate. I build with it every day, and I think it's going to change what's possible for health in ways most people can't picture yet.

The people who get the most out of that will be the ones who kept their bodies capable long enough to use it. Strength, balance and muscle are what keep you independent while the science catches up. Take care of yourself now and you give yourself a better shot at being here, and able, for what's coming.

Where. 5609 SE Milwaukie Ave, Portland, OR 97202. Easy parking.

When. Monday through Saturday, 6am to 9pm.

Since. 2013. Established, not launched.

08Home of Strudel

The one organism in the building constitutionally unimpressed by human achievement.

Strudel is the unofficial mascot of Stick-To-It Fitness. The A-frame sign out front says so. People have pulled their cars over to say hi to her. There's a big red PR button in the studio, about the size of a hockey puck. When it goes off, Strudel lifts her head. Nobody hurt? Good. Back to sleep.

@strudelthebulldog on Instagram

Hit a PR lately? Press it.

Strudel, a brindle English bulldog in a purple harness, sitting and looking up

09The pipeline

In the works. Not for sale.

I have a lot going at once. This is the honest list. Nothing here is promised to ship on a date, and nothing here is being sold. When something is real, it moves up the page.

  1. 01 Stick-To-It Goals cover art

    Stick-To-It Goals

    A system for the people who know what to do and still don't do it. Built on PHASE: Plan, Habits, Anchors, Systems, Environment.

    Book Manuscript in editing
  2. 02 How to Create Your Reality cover art

    How to Create Your Reality

    Less mysticism, more mechanics. How attention, belief and repetition decide what shows up in your life.

    Book Writing
  3. 03 The 5 Minute Vacation cover art

    The 5 Minute Vacation

    A breathing book.

    Book Writing
  4. 04

    First 100 Days

    A parenting book. Text final, audiobook recorded.

    Book Print files ready
  5. 05

    Create Your Reality in 5 Minutes

    One idea, five minutes, every day.

    Show Season One in production
  6. 06

    Learn How to Learn in 5 Minutes

    The sister show, for anyone trying to get good at anything.

    Show Season One in production
  7. 07

    The Body Is an Instrument

    Coaching from the floor: the tissues are the instrument, posture is tuning, load is volume.

    Show Early episodes
  8. 08

    The Stick-To-It App

    A training app with a coaching brain built from fifteen thousand sessions. Free tier for everyone; my time is the paid tier.

    App Building
  9. 09

    The Midnight Merch Gym

    Gym-humor shirts with credible lifter detail.

    Apparel Designs done, no store yet
  10. 10

    A Trainer Steve avatar coach

    Me, trained on my own brain and voice, coaching from your phone.

    The long game In progress

10Stay in the loop

One email when something ships.

No drip sequence, no countdown, no "last chance." When a book, a show or the app is real, you hear about it once. Until then, the fastest way to see what I'm up to is Instagram, where I post videos from all my shows plus more life-enhancing tools, ideas and fitness.

Follow me @trainersteve