In 1922 Fleming's lifeboat, the un-motorised rowing craft Kentwell, went to the rescue of the collier Hopelyn, which had run aground on Scroby Sands in a severe gale.

After returning to shore Fleming and some of his crew, although exhausted, volunteered to join the Lowestoft motor-powered lifeboat Agnes Cross as she launched to continue the rescue, aware that their expert knowledge of conditions on Scroby Sands and the surrounding waters could be invaluable.

[1] In 1927[1] he received a silver medal for the part the lifeboat played in the rescue of the Dutch oil tanker Georgia, when she was stranded on Haisborough Sands.

A blue "heritage" plaque to commemorate William G. Fleming GC was unveiled on Monday, 23 October 2017 at 11 Pavilion Road, Gorleston, where he lived whilst serving as coxswain.

[3] In December 2019 the Finance Shop, a local firm offering independent financial advice, relocated to custom-built premises on Morton Peto Road on the Harfrey's Industrial Estate in Great Yarmouth.