George Eastwood: The ND Coach Empowering Through Movement
Introduction
George Eastwood is a former cross-country runner and keen footballer. He’s also the founder of “The ND Coach” – a personal training and fitness platform specifically designed to support neurodivergent adults. George lives with Tourette’s Syndrome and ADHD and has learned to use movement, routine, and honesty to not only manage his own neurodivergence but to empower others to do the same.
From childhood masking and verbal tics, to coaching confidence and social awareness, George’s journey shows that sport isn’t just a tool for managing energy – it can be the bedrock for self-discovery, purpose, and community. What makes George particularly compelling is how he balances vulnerability with conviction. He’s not afraid to say “I don’t know,” while also being a fiercely committed voice for positive change in the fitness industry.
“Sport was my coping mechanism”
George was diagnosed with Tourette’s at the age of four. At that time, there was no tailored guidance or support –
“we were given a leaflet and told ‘off you go’,” he recalls.
But even then, sport offered something that the diagnosis didn’t: structure, release, joy.
“I’d sit in school, building up energy all day, and then football after school was my way to let it out. I didn’t think of it that way at the time – but that’s what it was.”
He explains how the movement side of Tourette’s has always made exercise more of a necessity than a hobby.
“I had to go and run, had to go and move. It was how I reset.”
The shift to authenticity
George admits he masked heavily growing up.
“I’d walk into a room and try to be the loudest, the most confident, just so no one would ask me anything too personal. It was all armour.”
But playing that role is exhausting.
“I was tired of having to be someone else.”
What changed?
“I just got honest. I started sharing online and with clients what Tourette’s and ADHD actually feel like. Not the stereotypes, not the punchlines – but the real stuff. That changed everything.”
He continues: “The more I’ve shared, the more people have said, ‘that’s me.’ That’s how I know it’s the right thing to do.”
“Tourette’s isn’t just swearing”
One of the most powerful things George shares is the reality of Tourette’s. Most people only know the media version – sudden swearing or shouting. But as George explains, that only applies to a small minority.
“For me, it started verbal, but now it’s mostly motor. Movement tics, small physical releases of energy. People don’t realise that. They also don’t realise how intertwined it is with ADHD – low dopamine, high stimulation-seeking, sensitivity to routine and rhythm. That’s why sport works so well.”
And it’s not about “fixing” anything. It’s about giving neurodivergent bodies what they need.
From athlete to advocate
George now runs a successful coaching business specifically for neurodivergent adults – and he’s keen to stress that this wasn’t a quick or easy process.
“I didn’t wake up one day fully confident. But I knew I could build something that I wish had existed when I was younger.”
A huge part of George’s approach is about removing pressure and adding understanding.
“Traditional fitness spaces are very neurotypical. You’re handed a plan, told to follow it. But for someone with ADHD or Tourette’s, you need different rhythms, more flexibility, more context. I work with people to find what actually works for them.”
Lifting the mask: From team player to team leader
George reflects on how different it feels now, being part of the football community as an adult with the tools to advocate for himself.
“In school and college, I was still masking. But now I walk into those same spaces with honesty. I talk about it. And what’s interesting is, people listen. A former coach of mine – proper ‘old school’ – we had a chat recently and I could see his view changing in real time. He was genuinely interested. That stuck with me.”
George hopes that openness can lead to fewer young players feeling the need to hide who they are just to stay on the team.
“If there’s one thing I’d change in sport, it’s how coaches are trained. Because the next George – the one who’s masking and scared to be themselves – they deserve better.”
“Sport helped me figure out who I am”
More than physical outlet, sport gave George something deeper.
“It gave me confidence. Gave me social skills. Gave me leadership. I was a team captain – even when I was struggling. And that makes me think... how many of our ‘top performers’ are struggling underneath? How many are silently battling while being praised?”
It’s a poignant reminder that visibility matters.
“If people don’t talk about it, how can coaches learn? How can clubs change?”
Final Thoughts
George Eastwood’s journey reminds us that sport is far more than competition or fitness—it can be a foundation for resilience, identity, and belonging. By embracing movement and routine, George has transformed challenges into strengths, using his lived experience of Tourette’s and ADHD to guide others with honesty and empathy.
What sets George apart is not just his coaching, but his willingness to be vulnerable while leading with conviction. In doing so, he shows that empowerment doesn’t come from having all the answers, but from creating spaces where difference is accepted, valued, and celebrated.
Through “The ND Coach,” George is proving that when neurodivergent adults are supported on their own terms, movement becomes more than exercise—it becomes a pathway to confidence, connection, and change.
If you’d like to connect with George, you can follow him on Instagram @then.d.coach or LinkedIn @George Eastwood.
Key Takeaways for Neurodivergent Individuals
Find your outlet
→ Whether it’s running, football, or something else – movement can help regulate energy, emotion, and thought.
Don’t be afraid to be honest
→ Masking can work short term, but long term it drains you. Authenticity leads to connection and self-awareness.
You’re not alone
→ One in six people in the UK are neurodivergent. Your story is valid. Your needs matter. Your experiences are shared.
Key Takeaways for Peers, Supporters, and Parents
Stigma starts with misunderstanding
→ Don’t rely on stereotypes. Listen, ask, and stay curious.
Be the change
→ One open conversation – like George’s with his old coach – can start a ripple effect that benefits many.
Champion authenticity
→ If someone opens up about their neurodivergence, meet them with encouragement, not discomfort.
Key Takeaways for Coaches, Leaders, and Organisations
Education is essential
→ You can’t support what you don’t understand. Neurodivergence must be part of coach education and organisational training.
Create flexible environments
→ Be willing to adapt plans, approaches, and schedules. One size doesn’t fit all.
See sport as an enabler
→ With the right support, sport doesn’t just manage symptoms – it unlocks confidence, connection, and growth.
Originally a recorded interview, this blog post was written by Caragh McMurtry. Subheadings were added by the Neurodiverse Sport team to support readability.
