^Well, there's more to boosting strength than just adding muscle bulk. The bulkiest bodybuilders aren't necessarily the strongest. And increasing human strength to superhuman level would require augmenting the skeleton, tendons, ligaments, and organs to withstand the strain.
If we're limiting it to genetic modification alone, I think strength could be boosted a few times over. Prehistoric humans were probably tougher and stronger on average than modern ones, since we've somewhat domesticated ourselves with our civilized living. And an adult male chimpanzee is something like three times as strong (at least in the upper body) as an adult male human (on average, again).
But there would be practical limits to how much muscle, bone, and other tissue could be augmented. Metabolism would also be a factor; the more strength you want, the more energy it would take, and the hotter the body would have to run to deliver that energy. Beyond a certain point, your tissues would demand too much energy and your metabolism would have to be unendurably hot.
If we allow bionics into the mix, though, strength could probably be boosted considerably more. Carbon nanotube fibers can function as synthetic "muscles" for robots, and can potentially contract with 100 times the force of a human muscle fiber. Imagine a skeleton and musculature augmented with nanotubes and similar reinforcements. It might not give 100 times human strength, but maybe a couple of dozen times.
A simpler option would be the kind of robotic exoskeleton that's already becoming a reality. A "power armor" suit could boost any unaugmented human's strength many times over.