3 Brothers
1 Mission
After serving nearly 100 years combined in the California Department of Corrections and Rehabilitation (CDCR), the AMA brothers founded the FIRE Brand® Organization — a movement dedicated to helping others rebuild their lives after incarceration.
Meet The AMA Brotheerrs
Jacob, Siu, and Upumoni AMA were each sentenced to life in prison — three brothers, three paths shaped by hardship, faith, and ultimately, redemption.
Jacob began his life sentence in 1985 and was the first AMA sibling to enter the juvenile system at only nine years old.
Siu began serving his sentence a year later. The two reunited in Pelican Bay State Prison (B-Facility) in 1993, where they began to strengthen their bond and prepare for the long road ahead.
Upumoni, the youngest, began his life sentence in 1995. His incarceration was devastating news for his older brothers, who could only pray that one day they would all meet again outside prison walls.
Through faith, discipline, and perseverance, the AMA brothers not only survived the violence and isolation of prison life, but also found purpose — to be a beacon of hope for others walking the same path.
Today, they are free. And through the FIRE Brand® Organization, they are helping other men and women leaving prison find healing, dignity, and a future.
1. Incarceration
The first pillar reflects the AMA family’s roots and reality.
As children of LDS immigrant parents from American Samoa, the five AMA siblings grew up in Southern California during the late 1960s. All five eventually served time — together spending over 150 years incarcerated.
Their story is one of resilience, accountability, and transformation — a testimony that no matter how far someone has fallen, redemption is possible.
2. Healing — The C.A.T. Effect
The second pillar focuses on healing from Childhood Adverse Trauma (C.A.T.), which lies at the core of destructive behavior.
Growing up surrounded by violence and rivalries, the brothers eventually became the very bullies and gang members they once resisted.
FIRE Brand® promotes a holistic philosophy of recovery and growth:
Heart to Heart. Mind to Body. Iron Sharpens Iron.
This approach is deeply influenced by Dr. Bomi Joseph’s teachings on Deep Health® and the Peak Health model of fitness, discipline, and longevity.
3. Systemic Inequality
The third pillar addresses the broken systems that fail to support formerly incarcerated people — systems often led by those unqualified or indifferent to their realities.
FIRE Brand® works to expose and correct these inequalities, providing practical tools, mentorship, and advocacy to help people who have served long sentences reintegrate successfully into society.
The Three Pillars of Fire Brand®
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