[9] The walk saw George, along with then centre of excellence manager Matt Walker, cover 260 miles and raise £40,000 to help towards the annual running costs of Cambridge's youth teams.
[2][11] During the so-called 'Walk for Change', close to 3,000 signatures were collected on a petition, with past and present Premier League players Dave Kitson, Danny Murphy, Curtis Davies and Jack Collison among those pledging support.
[12] The walk raised around £60,000 for youth development funds and garnered much media attention for the campaign, culminating in the presentation of the petition to the FA at Wembley, and an All Star Match at the Abbey Stadium.
Dave Kitson, in particular, was a vocal supporter of George's campaign, appearing at the All Star Match, conducting various media interviews and (alongside Jack Collison and Curtis Davis) writing an open letter to the FA, Premier League and Football League supporting the need for changes to youth football's financing.
[15][16] When Martin Ling left Cambridge United on 1 February 2011 after 87 games in charge,[17] George took over as caretaker manager of the first team, initially until the end of the 2010–11 season.
[20] Despite the budget restraints, however, George enjoyed a successful start to the season with a team made up of CRC graduates and promising youngsters.
[23][24] On 14 April 2012, George paid the ticket entry fee for each of the 80 Cambridge United fans who attended the club's away fixture at Barrow out of his own pocket.