Jaime Leiva
Owner, Legado Insurance Professionals | executive director, United Futbol Academy of Iowa
Age: 34
Education: Associate of Science in criminal justice, Iowa Central Community College; Bachelor of Science in business administration and Bachelor of Science in accounting, AIB College of Business
Wife: Jessica Ceballos
Children: Abigail (7), Enrique (6), Rafael (4), and Pedro (1)
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Tell us four of your proudest accomplishments or accolades.
Founded and grew United Futbol Academy to serve over 700 families across Iowa. Built a sustainable youth sports organization focused on quality coaching, leadership development and accessible opportunities for families from all backgrounds.
Led the creation of United Center DSM and Iowa’s largest futsal league (150-plus teams). Developed a year-round community facility and built the state’s largest futsal program, expanding access to competitive opportunities while strengthening long-term organizational impact.
Built a mission-driven business through Legado Insurance Professionals. Founded Legado Insurance to serve local families and small-business owners with a relationship-first, education-focused approach that helps clients protect what matters most and build long-term stability.
Committed to leadership and service across community spaces. Serve in leadership roles across youth sports, education, faith and community initiatives, using business and mentorship to positively impact families and young people.
What’s an experience or memory that influenced how you saw the world or what you wanted to do in life?
My faith played a big role in shaping how I view leadership and purpose. I've come to believe that leadership is about stewardship, using whatever influence or resources you’re given to serve others well. That perspective shifted my goals away from “being successful” toward building organizations that actually improve people’s lives. It’s why I focus so much on community, mentorship and creating environments where people feel seen, supported and valued.
What’s one decision you made early in your career that had an outsized impact?
Early in my career, I chose to stop thinking like a coach and start thinking like a builder. I shifted my focus from one team to building an organization centered on culture, systems and long-term impact. That decision shaped everything that followed, from UFA’s growth to new programs, facilities and broader community impact.
What are your aspirations for the future?
My long-term aspiration is to build lasting organizations that create access, stability and opportunity for families. I want UFA and United Center DSM to serve the community for generations, and to grow Legado Insurance with trust and education at the center. More than anything, I want my work to leave people better than I found them.
What are you still working on to improve as a leader?
I’m working on delegating and trusting systems instead of carrying everything myself. I’m growing in clearer, more proactive communication as our organizations scale. I’m also learning to protect margin for family and reflection, recognizing that sustainable leadership is about building leaders and healthy rhythms, not doing more.
What’s one piece of advice you’d give to a young professional?
Build with purpose, not just ambition. Focus on serving people well, staying consistent when no one is watching and choosing character over shortcuts. Success that lasts is built on trust, humility and doing the small things right every day.
What’s one regular habit that’s made you successful?
Consistent intentionality. I show up every day with a plan, prioritizing faith, family and work, then follow through. Whether it’s checking in with my team, being present with my kids, or serving families through our programs and businesses, consistency has been the habit that compounds over time.
What’s one outdated way of thinking that you’d like to challenge?
The idea that success is measured only by titles, money or individual achievement. I believe real success is about impact, how you serve others, how you develop people and the environments you create. Sustainable leadership should be measured by community strength, not personal recognition.
What is one issue you would like to see Central Iowa leaders address, and why?
I would like to see Central Iowa leaders prioritize access to affordable youth programming and safe community spaces. Too many families are priced out of sports, mentorship and enrichment opportunities that help shape confident, healthy young people. Investing in youths is long-term community investment, it strengthens families, improves outcomes and builds a stronger future for everyone.
What’s one fun fact about you?
I’m known for bad dad jokes and I fully accept that reputation.
Hobbies: Exploring local food spots, family fun, coaching.
What is one word that best describes you?
Servant.
What’s one food you think people must try in the Des Moines area?
Pupusas!
What’s the funniest or most surprising thing that’s happened to you recently?
Watching the vision of our own indoor facility become a reality.
What’s your favorite tradition to participate in locally?
Iowa State Fair.
What is your go-to snack?
Topo Chico.