George was integral in setting up the Cambridge United Youth & Community Trust, which was formed in March 2010 to provide sport and learning activities for children in Cambridge and the surrounding area. Its mission statement is "to positively influence the lifetime potential of 10,000 children annually through sport", which it seeks to achieve through operating football courses and a Centre of Excellence, alongside more traditional education courses which it runs out of its state of the art Learning Centre at the Abbey Stadium.
