A pub with people at its heart

February 16, 2026

In summer 2024, Will Buck & David Crook became the first business owners at The George Inn, in Maulden near Bedford, following Brakspear’s purchase of the pub. Fast forward 18 months and they have created a thriving business that is loved by the local community, diners from further afield and, most importantly, the motivated, professional staff team who are at the heart of the operation.

Will & David have decades of industry experience between them, Will as GM of a Covent garden pub and David as a leaseholder in London. They first met at the gates of their children’s primary school, shared their views about the hospitality industry post-Covid and were soon making plans to open a pub together. So started the search for the right site, which ended on a trip to The George one Friday night in spring 2024.

Will said: “From first viewing to taking the keys took just four months; after all our talking about a hypothetical pub, suddenly we were running a real one! Brakspear were very supportive, helping us negotiate hurdles with HMRC and the bank.”

David & Will inherited most of The George’s ‘brilliant’ staff team and made them a top priority. Will explains:

“We treat each team member individually, offering flexible hours, making internal promotions and using the ABCQ and WSET training courses.”

He cites Gemma, who was front of house and is now in charge of the pub’s marketing, after he and David nurtured her creative talent and gave her hours to suit her family commitments.

David adds:

“The team live locally so they’re rooted in the community, and those connections have turned The George into the busy local hub it is today.”

The pub is constantly buzzing with activities that include Pizza Night every Tuesday, Sip & Paint sessions, Bottomless Brunches, an Octoberfest and children’s activities during school holidays. Their Quiz, held once a month, supports a local charity, chosen by customers and boosted by a donation from Brakspear Giving Back.

As for 2026, Will says: “This year, we want to grow occupancy on our seven bedrooms, build on our marketing and work with more local suppliers.

We’re ambitious for the pub, and with the support of our team, everything is possible.”

Top tips

• Put your people front and centre: happy, engaged team members deliver great customer service
• Sometimes, you move quicker by standing still: don’t try and do everything the minute you take the keys!
• Don’t overcomplicate things: running a pub is, at its core, about giving customers a great time. Focus on that and you won’t go far wrong!