Steve George

Generation U @ Intercollegiate Athletics: What are my options and how do I get noticed?

Class Description: Want to play sports in college, but don’t know where to start?

Join the Recruiting Service team as we explore the exciting world of college sports!  We will cover the do’s and don’ts of the recruiting process and cover topics such as eligibility, athletic divisions, and important tips on getting noticed.


Bio: Since he was young boy, Steve has always had a love for sports. He was active and involved throughout his youth primarily with baseball and football. He continued playing through high school. Coming from a small town, he gained an appreciation for the positive influence that can come from participating in sports throughout the year. He saw this in his own life as well as the lives of others he associated with. He has been fortunate enough to continue being involved with sports now that he has children of his own. The passion has only grown over the years and has evolved into a sports management business that involves everything from running youth sporting leagues to professional athlete representation. He left behind a contracting career of 15 years to pursue his dream of working full time with what he loves most. That love is athletics at every level and the people involved with them. Together with his brother Dave they formed Generation U, Inc. in 2014. The Generation U Athletic Foundation, a non-profit corporation, was organized in 2016. Steve is actively involved in the day to day operations of both companies. They are currently overseeing all the youth recreation leagues in his hometown, having contracted with the city in 2015 to do so. Generation U also specializes in assisting high school athletes market themselves and take their talents to the collegiate level. Steve has also recently partnered with Sports Management Worldwide and become a certified agent advisor within their professional sports agency. He continues to help build The Generation U Athletic Foundation as well and is currently working on several projects that are focused on helping youth of all ages to be able to have opportunities to participate in sports. Equipment grants to individuals and communities, as well as a general scholarship fund are all parts of this foundation as well. Steve is excited to be part of College Con and looks forward to helping young people from all over for many years to come. Steve currently resides in Morgan, Utah with his wife Holly and three sons Fisher, Tucker, and Cooper.