Dr. George William Brock became the second president of UWA, then known as the Alabama Normal College, in 1910 after serving as business manager and later as chairman of the faculty under Julia Tutwiler. According to the academic catalogue of the time, he was a teacher of ancient languages and mathematics. Listed among his credentials were degrees from the State Normal College (now the University of North Alabama) and Howard College (now Samford University). During his tenure as president, he also earned LL.D. degrees from Howard College and the University of Alabama.

While a distinguished scholar and teacher, Dr. Brock’s considerable talent for administration led UWA through both World War I and the Great Depression, a time when many small colleges were forced to close their doors.

Dr. Brock saw the University expand from four acres to thirty-five acres, and added Foust, Bibb Graves and Brock Halls to the campus facilities. Webb Hall was also re-built during Dr. Brock’s tenure after it burned for a second time in 1926.

According to Ralph Lyon’s History of Livingston University, "Dr. Brock bought the famous rocking chairs that were on the Webb Hall porch for so many years. He enjoyed rocking himself. It is said that one of the columns had to be repainted each year because Dr. Brock rubbed the paint off with his size thirteen shoe."

In 1929 Alabama Normal College became Livingston State Teachers College, and changes in the curriculum reflected the school’s new mission. The "Divided Curriculum" allowed students to take courses to earn a Bachelor of Science degree and to secure a Class B Professional Teaching Certificate.

Despite the onset of the Depression, Dr. Brock’s term as president also saw changes in the social climate at UWA. Local Greek societies began to appear, and the school fielded its first football team, composed of "town and college boys" in 1931. There was also a varsity basketball team.

Dr. Brock was known for rigid rules, but was well loved by the student body. In fact, the student newspaper of the time refers often to "our beloved Dr. Brock" and his "untiring efforts and fatherly interest that has meant so much to students here." Students also wrote, "He deserves the best we can give him, for his love, his sympathy, and his earnest labor for our good."

The Alumni Association paid tribute to Dr. Brock in these words: "As educator, he was outstanding; as a citizen, he did his part in all matters pertaining to the public good … We wish to make a special mention of the countless number of students for whom he opened the door of higher education."

By the time Dr. Brock retired in 1936 enrollment was more that 500 students for the first time in the school’s history.