Meet George Knowlton —
The Builder Behind the Brand
Founder, licensed general contractor, published author, community builder, and the driving force behind Square Up Construction Inc. — guided by 35+ years of hands-on experience and an unwavering commitment to the SMILE Philosophy.
Founder & CEO
George C. Knowlton III
Visionary Entrepreneur · Licensed General Contractor · Community Builder
George Knowlton III didn't start with a blueprint — he started with purpose. At ten years old, he was coaching the youngest bowling league in his town. At twelve, he was up before dawn delivering 300 newspapers every morning. These early experiences didn't just build discipline — they built character, and the belief that every person deserves to be coached, supported, and given the tools to thrive.
That belief has driven every chapter of George's extraordinary journey — from managing delis in Scottsdale and training franchisees at El Pollo Asado, to co-founding CanTrim Interiors in 1992 and building safety-critical handrail systems for Centex Homes. In 1989, he broke ground on a construction career in Sacramento that continues to this day.
In 2003, George earned his licensed General Contractor credentials while simultaneously completing an AS in Natural Science and an AA in Liberal Arts from Sierra College — because for George, learning has never stopped. That same year, he organized after-school enrichment programs for local parks, and in 2005 he incorporated a nonprofit delivering football and cheer programs to youth across diverse neighborhoods.
In 2010, he added ISSA certification as an adult and youth fitness trainer to his growing list of credentials — another tool in service of helping people live stronger, healthier lives.
In 2016, George founded SMILE Company LLC — a holistic human-experience firm built around the five principles that guide everything he does: Safety, Morality, Inclusivity, Linguistic Clarity, and Experiential Value. Four years later, he launched Square Up Construction Inc., a design-build general contracting firm dedicated to ethical development and construction excellence in the Sacramento region.
In 2024, George co-founded TIDE 360, an AI-driven platform empowering businesses with interactive virtual boardrooms and real-time operational insights. That same year, he established Jane's Shared Housing Foundation — a 501(c)(3) nonprofit providing safe, supportive housing and life-skills training for autistic teens and adults.
Today George serves as Founder and CEO of Square Up Construction, while wearing the hats of Advisor, Trainer, Asset Manager, Real Estate Inspector, and Licensed General Contractor — leading light commercial, multifamily, and residential projects throughout the Sacramento region and Placer County. His philosophy is simple yet profound: lead with purpose, embrace innovation, and never forget to SMILE.
George's Journey
A Life Built with Purpose
From youth bowling coach to visionary entrepreneur — every chapter has been guided by the same principle: show up, build something real, and bring others with you.
Youth Bowling Coach
George volunteers to coach the youngest bowling league in his town — his first taste of leadership and his first lesson that helping others discover their own strengths is the most rewarding work of all.
Newspaper Delivery — 300 Papers Every Morning
Up before dawn, seven days a week. The discipline and consistency of that early morning routine became a foundation that would carry through every career chapter that followed.
Deli Manager & Franchise Trainer
George manages Branagan's Chicago-Style Deli in Scottsdale and teaches franchisees the ropes at El Pollo Asado Loco — developing clear communication skills and a gift for training others to succeed.
Construction Career Begins in Sacramento
George breaks ground on a construction career in Sacramento that would span more than 35 years. From day one, his approach was hands-on, ethical, and results-driven.
Co-Founded CanTrim Interiors
George co-founds CanTrim Interiors, building safety-critical handrail systems for Centex Homes throughout the Sacramento region — mastering precision, safety standards, and team management across nearly a decade of contracts.
Licensed General Contractor · Sierra College Graduate
George earns his California General Contractor license (CCL #1069395) while simultaneously completing an AS in Natural Science and an AA in Liberal Arts from Sierra College — and organizing after-school enrichment programs for local youth.
Youth Sports Nonprofit — CEO/COO Through 2008
George founds the Fair Oaks Junior Broncos football and cheer program, delivering inclusive youth sports experiences across diverse Sacramento neighborhoods. As CEO/COO through 2008, he builds teams where every child feels safe, supported, and celebrated. In 2007, his Jr. Pee Wee team goes undefeated and wins the All American Youth Football Conference 2007 State Championship — a defining moment that captures everything George believes about what great coaching and community building can achieve.
ISSA Certified Fitness Trainer
George earns his ISSA certification as an adult and youth fitness trainer — expanding his ability to help people build stronger, healthier lives alongside stronger, better-built spaces.
Founded SMILE Company LLC
George founds SMILE Company LLC — a holistic human-experience firm guided by Safety, Morality, Inclusivity, Linguistic Clarity, and Experiential Value. The SMILE Philosophy becomes the foundation for every venture that follows.
Founded Square Up Construction Inc.
George launches Square Up Construction Inc. — a design-build general contracting firm serving homeowners, businesses, and developers throughout the greater Sacramento region with ethical development and construction excellence.
Published Author · Co-Founded TIDE 360 · Founded Jane's Shared Housing Foundation
George publishes Invest With A SMILE and Smile & Scale, and co-authors Life is a Battle and We Will Win. He co-founds TIDE 360 (tide360.ai), an AI-powered business platform, and establishes Jane's Shared Housing Foundation — a 501(c)(3) nonprofit providing safe, transitional housing and life-skills training for autistic teens and adults.
Our Guiding Framework
The SMILE Philosophy
Every project, partnership, and business decision George makes is guided by five core principles. This isn't marketing language — it's the operating system behind every company he leads.
Safety
Every job site, every client interaction, and every business decision prioritizes the physical and emotional safety of people first.
Morality
Ethical leadership isn't a differentiator — it's a baseline. George builds businesses and projects that can withstand scrutiny at every level.
Inclusivity
Great construction serves everyone. George actively builds teams, spaces, and organizations that welcome people of all backgrounds.
Linguistic Clarity
No jargon, no confusion, no fine print surprises. Clear communication is how trust is built — from the first estimate to the final walkthrough.
Experiential Value
The experience of working with George should be as exceptional as the finished product. Every interaction is designed to create lasting positive value.
Published Works
George Knowlton as Author
George's expertise doesn't stay on the job site. He brings the same clarity and purpose to his writing — sharing knowledge on ethical investing, AI-powered business innovation, and the resilience of the human spirit.
Solo Author · Business & Investing
Invest With A SMILE: Thrive in 2025 and Beyond!
George's guide to ethical investing, sustainable real estate development, and technology-driven community solutions — written for both novice investors seeking a clear framework and seasoned pros looking to leverage AI-driven strategies in an evolving market. A call to action for a new era of responsible investing.
Read on Amazon →Solo Author · AI & Business Innovation
Smile & Scale
George's exploration of AI-powered business innovation and the seamless integration of human-centered technology for profitability and positive community impact. A practical guide for entrepreneurs who want to scale with purpose, systems, and integrity — without sacrificing the human element that makes great businesses great.
Read on Amazon →Co-Author · Youth Mental Health
Life is a Battle and We Will Win: Stories of Hope and Resilience
A powerful multi-author book focused on youth mental health, healing, and overcoming life's greatest challenges. George co-authored this book as part of a national tour and mission to remind young people to never give up. Topics include overcoming anxiety, grief, trauma, suicide prevention, anti-bullying, and resilience — with practical tools and interactive activities for teens and young adults.
National Tour · Coming SoonRecognition & Awards
RE Mentor Give Back Award
George was honored with the Give Back Award from RE Mentor — one of the nation's leading real estate education and mentorship organizations — in recognition of his extraordinary commitment to community service, mentorship, and giving back to others throughout his career.
Award
RE Mentor Give Back Award
The RE Mentor Give Back Award was presented to George Knowlton on July 19, 2019 by David Lindahl, Founder of RE Mentor — in honor and recognition of his achievement as a true leader through his commitment to giving back to the community. RE Mentor is one of the nation's leading real estate education and investment mentorship organizations. This recognition reflects what has always been true about George: giving back is not a program or a policy — it is the foundation of every business he has built, every youth he has coached, and every community he has served.
A Special Recognition
Recognized by the Authors of Value of Design
When the author team of the landmark academic book Value of Design: Creating Agency Through Data-Driven Insights sent George a personal copy of their book, they included a handwritten note that speaks volumes about the kind of person and professional he is.
George's personally signed copy — note from the authors
Personal Note from the Authors
“Dear George, Thank you for believing in this project and helping us to turn a dream into something you can now hold, read, and (we hope) enjoy! With heartfelt gratitude — Minkoo, Helena, Tony — The VOD author team — Helen Rong”
Value of Design: Creating Agency Through Data-Driven Insights
by Dr. Andrea Chegut, Minkoo Kang, Helena Rong & Juncheng “Tony” Yang
This groundbreaking book demonstrates how data and design intersect to create measurable value in the built environment. The authors' research shows that thoughtful, evidence-based design decisions produce buildings and spaces with stronger economic returns, better occupant experiences, and more sustainable communities. George's belief in and support of this project reflects the same principle that guides every Square Up Construction build: design is not decoration — it is a driver of real, lasting value.
Credentials & Expertise
Verified Expertise You Can Trust
George's credentials span construction, education, fitness, and nonprofit leadership — a combination that gives Square Up Construction a uniquely well-rounded foundation.
California General Contractor License
CCL #1069395 — issued by the California Contractors State License Board. Active and in good standing. Verify at cslb.ca.gov.
AS in Natural Science · AA in Liberal Arts
Both degrees completed in 2003 at Sierra College — combining scientific thinking with humanistic perspective, a rare foundation for a construction professional.
ISSA Certified Fitness Trainer
Adult and youth fitness certification earned in 2010 — reflecting George's holistic commitment to the health and wellbeing of the communities he serves.
ICA Certified — Real Estate Inspector
Certified by Inspection Certification Associates (ICA) — 120 Hour Professional Real Estate Inspection Certification Program. Certification #18019. June 25, 2018.
🏆 AAYFC State Champions — 2007
All American Youth Football Conference 2007 State Champions — Jr. Pee Wee Division · Fair Oaks Junior Broncos, founded and led by George Knowlton.
TIDE 360 — Co-Founder
AI-powered business platform delivering virtual boardrooms and real-time operational insights. Co-founded by George Knowlton III in 2024.
Nonprofit Founder & CEO
Founded and led a youth sports nonprofit from 2005 through 2008. Established Jane's Shared Housing Foundation in 2024 — a 501(c)(3) supporting autistic teens and adults.
AI & Technology Innovator
Co-founder of TIDE 360 (tide360.ai) — an AI-powered platform delivering virtual boardrooms and real-time business insights. Featured on the Wealth Vibe Show podcast on Spotify and Apple Podcasts.
Shared Housing School — Certified
Completed 20 hours of training in the Principles and Methods for Shared Housing through the Shared Housing School (Shared Housing Solutions — Frank & Sherri Candelario, Ph.D.). November 19, 2022.
The Family of Companies
George's Circle of Companies
Every organization George has built serves a distinct mission — but all are connected by the SMILE Philosophy and a shared commitment to creating real value for people and communities.
Co-Founded 1992 · Interior Construction
CanTrim Interiors
George co-founded CanTrim Interiors in 1992, building safety-critical handrail systems for Centex Homes throughout the Sacramento region. For nearly a decade, the team mastered precision, safety standards, and high-volume contract delivery.
Founded · Youth Sports Nonprofit · AAYFC State Champions
Fair Oaks Junior Broncos — Football & Cheer
George founded the Fair Oaks Junior Broncos football and cheer program, delivering inclusive youth sports experiences across diverse Sacramento neighborhoods. As CEO/COO through 2008, he built spaces where every child felt safe, supported, and celebrated.
Founded 2016 · Parent Company
SMILE Company LLC
The parent company and philosophical home for all of George's ventures — a holistic human-experience firm guided by Safety, Morality, Inclusivity, Linguistic Clarity, and Experiential Value.
Founded 2020 · Licensed General Contractor
Square Up Construction Inc.
Design-build general contracting serving homeowners, businesses, and developers throughout the Sacramento region. Residential, commercial, renovations, ADUs, and multifamily. CCL #1069395.
Founded 2024 · 501(c)(3) Nonprofit
Jane's Shared Housing Foundation
A 501(c)(3) nonprofit providing safe, supportive shared housing and life-skills training for autistic teens and adults — honoring George's belief that everyone deserves a place to grow, belong, and thrive.
Founded · Youth & Community Nonprofit
Taylor's House
A community-centered initiative dedicated to supporting youth and families — reflecting George's lifelong commitment to creating safe, nurturing spaces where young people can grow and flourish.
Founded · Fitness & Wellness
Training by George
George's ISSA-certified personal training practice serving adults and youth — combining decades of fitness knowledge with his coaching philosophy to help clients build stronger, healthier lives.
Founded · Motorsports & Adventure
Knowlton Off-Road
George's off-road motorsports venture — reflecting his lifelong passion for adventure, the outdoors, and the kind of freedom that comes from exploring California's open terrain on two and four wheels.
Co-Founded 2024 · AI Technology
TIDE 360 (tide360.ai)
An AI-powered business platform delivering intuitive virtual boardrooms and real-time operational insights for entrepreneurs and businesses. Co-founded by George Knowlton III.
FAQs
About George Knowlton
Common questions about George's background, credentials, and philosophy.
Who is George Knowlton?
George C. Knowlton III is a licensed California general contractor (CCL #1069395), entrepreneur, published author, and community builder with over 35 years of construction and real estate experience. He is the founder and CEO of Square Up Construction Inc., SMILE Company LLC, TIDE 360, and Jane's Shared Housing Foundation, and is based in the Granite Bay and Sacramento region of California.
What is the SMILE Philosophy?
The SMILE Philosophy is George Knowlton's guiding framework for ethical business and community building. SMILE stands for Safety, Morality, Inclusivity, Linguistic Clarity, and Experiential Value. Every project, partnership, investment, and decision at Square Up Construction and all of George's companies is guided by these five principles. It is both a personal code and an operational standard.
What books has George Knowlton written?
George Knowlton III has authored two books published through SMILE Company LLC: Invest With A SMILE: Thrive in 2025 and Beyond! — a guide to ethical investing and real estate strategy — and Smile & Scale — an exploration of AI-powered business innovation and human-centered technology. He is also a co-author of Life is a Battle and We Will Win: Stories of Hope and Resilience, a multi-author book focused on youth mental health, healing, and resilience, released as part of a national book tour.
How long has George Knowlton been a licensed contractor?
George has been active in construction in the Sacramento region since 1989 — over 35 years. He earned his California General Contractor license (CCL #1069395) in 2003. You can verify his license at any time at cslb.ca.gov.
What is Jane's Shared Housing Foundation?
Jane's Shared Housing Foundation is a 501(c)(3) nonprofit founded by George Knowlton in 2024. It provides safe, supportive shared housing and life-skills training for autistic teens and adults — honoring George's deep belief that every person deserves a place to grow, belong, and thrive. The foundation reflects the same values of inclusivity and community care that guide all of George's work.
Ready to Work with George?
Whether you're a homeowner, developer, investor, or business owner — George Knowlton and the Square Up Construction team are ready to bring your vision to life.