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Anoa'i made his first venture into wrestling in July 2010, when he signed a developmental contract with World Wrestling Entertainment (WWE) and was later assigned to their developmental territory Florida Championship Wrestling (FCW).
He debuted on September 9, 2010, using the ring name Roman Leakee (often shortened to Leakee), in a loss to Richie Steamboat in a singles match.
Further losses to Idol Stevens and Wes Brisco ensued, before he gained his first win on September 21 over Fahd Rakman.
He continued competing in FCW throughout the remainder of the year, wrestling mainly in tag team matches.
On the January 16, 2011, episode of FCW television, Leakee was a competitor in a 30-man Grand Royal, but was eliminated.
Later in 2011, Leakee formed a tag team with Donny Marlow and the pair unsuccessfully challenged Calvin Raines and Big E Langston for the FCW Florida Tag Team Championship on July 8.
In 2012, Leakee pinned FCW Florida Heavyweight Champion Leo Kruger during a tag team match on the January 8 episode of FCW television.
On the February 5 episode of FCW television, he defeated Dean Ambrose and Seth Rollins in a triple threat match to become the number one contender to the FCW Florida Heavyweight Championship.
He failed to win the championship when he lost to then champion Kruger the following week.
Leakee later won the FCW Florida Tag Team Championship with Mike Dalton and would drop the titles to CJ Parker and Jason Jordan shortly after.
After WWE rebranded FCW to NXT, Anoaʻi, with the new ring name of Roman Reigns, made his debut on the October 31, 2012 episode of NXT by defeating CJ Parker.
After defeating Chase Donovan two weeks later, Reigns wrestled his last match on the December 5 episode of NXT by defeating Gavin Reids.