Fleck got it from Schiano, who got it from a woman while he was vacationing in Point Pleasant. Her husband, Mike Manhardt trademarked it. I had the opportunity to meet him. Amazing guy. He uses the term to inspire people to do every day acts of kindness. The link to his website is below.
The story goes Schiano, who is a very religious man, was wearing a wristband at a Point Pleasant gym that said "What Can I Do For You?" The woman noticed it, walked up to Greg and told him she had the answer to his question. Showed him her wristband. Greg liked it so much he decided to get in touch with Mike and made F.A.M.I.L.Y. part of the culture within Rutgers football.
http://onestrongfamily.com