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On August 8, 2010, Lopez had signed a developmental contract with WWE, and was assigned to their developmental territory Florida Championship Wrestling (FCW) in September.
Lopez was offered contracts from TNA and ROH, but Evan Bourne convinced him to join WWE.
On September 14, 2010, Lopez (as Tyler Black) made his WWE debut in a dark match prior to the SmackDown taping, defeating Trent Barreta.
Lopez debuted for FCW on September 30, as Seth Rollins (a name he states is an ode to Henry Rollins), in a loss to Michael McGillicutty.
Rollins then faced Hunico on November 4 in the first ever FCW 15 match under 15-minute Iron Man rules where they fought to a 1-1 draw.
Following this, Rollins, along with Hunico, Richie Steamboat and Jinder Mahal, participated in the FCW 15 Jack Brisco Classic tournament.
On January 13, 2011, Rollins defeated Hunico in the finals to win the tournament and became the inaugural FCW 15 Champion.
On March 25 at a live event, Rollins and Richie Steamboat defeated Damien Sandow and Titus O'Neill to win the FCW Florida Tag Team Championship.
Rollins and Steamboat eventually lost the championship to Big E Langston and Calvin Raines.
In July 2011, Rollins began a feud with Dean Ambrose.
Ambrose and Rollins had their first match for the FCW 15 Championship in a 15-minute Iron Man match on the August 14 episode of FCW, which ended in a draw with neither men scoring a fall and, as a result, Rollins retained his title.
A subsequent 20-minute rematch for the title two weeks later resulted in a similar 0-0 draw.
A second 30-minute rematch for the title on the September 18 episode of FCW went to a time limit 2-2 draw and the match was sent into sudden death rules, where Rollins scored a pinfall to win the match 3-2.
On September 22, Rollins lost the FCW 15 Championship to Damien Sandow by disqualification after Ambrose attacked Sandow late in the match.
Rollins made a cameo in a video package that aired during the Elimination Chamber pay-per-view in February 2012, where he was shown working out with John Cena in Cena's gym; Rollins was also featured in a speaking role.
On February 23, 2012, he defeated Leo Kruger to become the new FCW Florida Heavyweight Champion.
When WWE rebranded FCW into NXT, Rollins' NXT television debut took place on the second episode of the rebooted NXT taped at Full Sail University, where he defeated Jiro.
Rollins entered the Gold Rush Tournament to crown the inaugural NXT Champion where he defeated Jinder Mahal in the tournament finals on the August 29 NXT (taped on July 26).
Rollins earlier defeated Drew McIntyre in the quarter-finals and Michael McGillicutty in the semi-finals.
On the October 10 NXT, Rollins had his first successful defense of his title after he beat McGillicutty.
During the November 15 tapings of NXT, Rollins pinned Mahal again in his second successful title defense; the episode of the match aired on December 12 due to tape delay.
On the January 2, 2013 episode of NXT, which was taped on December 6, 2012, Rollins successfully defended the NXT Championship against Corey Graves, before losing it on the January 9 episode of NXT taped on the same date to Langston in a no disqualification match.
After losing the title, Rollins kept his feud with Graves going and attacked him during his number one contender's match for the NXT Championship with Conor O'Brian.
Rollins then accepted Graves' challenge and defeated him in a lumberjack match to end the feud.
