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Elliot Rich at UK Conference

Building my own business without building it alone

Finding the Next Chapter

When Elliot Rich began thinking about the next chapter of his career, he knew he wanted to build something of his own. 

After almost 20 years in senior leadership roles within family-owned and privately run businesses, he had several credible options. He could pursue another Managing Director position, build an independent consultancy or develop a portfolio of non-executive roles. Instead, he chose The Alternative Board (TAB). 

The appeal was the balance: the autonomy to create a business that reflected his own strengths and ambitions, with the backing of an established brand, proven tools, structured training and a network of people who understood the journey. 

Elliot Rich

York
TAB Franchisee since 2016
Elliot Rich at UK Conference

“I wanted to take control of my own journey, but with the support of a brand behind me. I also wanted to run my own business, but with the ready-made tools, community and support to help me make it successful.”

TAB-Board-301-annual-awards

I wanted something of my own

Before TAB, Elliot had built a wide-ranging career in sales, marketing, international business development, strategy and organisational growth. Much of that experience came at James Heal, a global leader in textile and automotive testing equipment. 

Although he held senior roles, Elliot felt more connected to the world of owner-managed businesses than to traditional corporate life. When the family business was sold in 2014, he began to think seriously about what he wanted next. 

“I’d spent 20 years helping other businesses and other people to be successful. I wanted something of my own, where I could put my mark on what I could achieve.” 

Moving into another Managing Director role would have been familiar, but Elliot wanted a different challenge. He wanted to use what he had learned to help other owners and leaders while building an enterprise under his own steam. 

Why buy a franchise when I could do it myself?

Elliot was not initially looking for a franchise. After the family business was sold, he began consultancy work, helping organisations restructure and strengthen their leadership teams. One of his clients happened to be a TAB member, and Elliot became curious about the peer board meetings the Managing Director regularly attended. 

That conversation led to an introduction to an existing TAB franchisee and then to the TAB head office team. The opportunity offered something an independent consultancy could not provide in quite the same way: the chance to build his own business while benefiting from an established brand, recurring revenue model, proven methodology and wider community. 

"People asked me why I would buy a franchise when I could just set up an Elliot Rich consultancy. For me, it was because I loved the idea of being part of a community. I liked having an established brand and the support I needed to get off the ground more quickly.”

For Elliot, choosing a franchise was not about giving up control. It was a calculated decision to improve the chances of making his new business work. The people mattered too: he felt they understood him, did not oversell the opportunity and were people he could see himself working alongside. 

What was it really like starting out? 

Before launching, Elliot completed intensive training covering the TAB model, facilitation, business development, tools and systems. TAB also supported lead-generation activity and helped put him in front of prospective members. But the responsibility for converting those opportunities and building trusted local relationships remained his. 

The first meeting was encouraging. Within an hour, a couple running a successful local business had signed up as his first member. Elliot remembers leaving and thinking it might all be rather easy. 

Reality arrived quickly. There were no-shows, conversations with people who were not ready to engage and appointments that went nowhere. Elliot kept working the opportunities, learning from each conversation and pushing forward with determination. 

“TAB helped organise lead-generation activity and got me in front of people, but ultimately I knew it was down to me to turn those opportunities into a business.” 

His first board brought together leaders from farm retail, hospitality, professional services and manufacturing. Within six months, he had established two TAB advisory boards. That early progress confirmed that his leadership experience could translate into a very different kind of role: facilitating peer challenge, coaching individuals and helping owners turn ambition into action. 

TAB York Board Meeting
TAB York Hospitium

It is my business, but I am not on my own

The balance between structure and independence has remained central to Elliot’s experience. He uses TAB’s tools and systems, but applies his own judgement, personality and experience to every client relationship. No two owners, boards or business challenges are the same, which keeps the work varied and stimulating. 

The support has also continued beyond launch. Over the years, Elliot has drawn on TAB UK’s training, facilitator development, conferences, systems and franchise network. That community gives him access to other people facing similar opportunities and challenges, while leaving him free to shape TAB York around his own strengths and local market. 

Elliot has contributed in return. For many years, he chaired TAB UK’s National Marketing Committee and has shared what he has learned with newer franchisees, from launching a territory to developing boards and building local relationships. 

Elliot Rich at UK Conference

“I wanted something of my own, but I didn’t want to start with no brand, no tools and no support. Being part of a community where people share what they know has continued to be important.”

Building a business community, not just a client base

Today, TAB York supports around 25 business owners through peer advisory boards, executive coaching and strategic business planning. In total, more than 90 privately owned businesses have worked with the business across sectors including manufacturing, professional services, technology, healthcare, construction, agriculture and the charity sector. 

For Elliot, the reward is not limited to financial performance. It comes from helping owners create stronger leadership teams, make better decisions and build businesses that are less dependent on them. The exposure to different sectors has also broadened his own perspective: products may differ, but the recurring challenges around people, leadership, culture, positioning and growth are often remarkably similar. 

TAB York has also become a genuine local community. Members learn from one another, challenge each other and frequently develop long-term relationships. That sense of connection is something Elliot believes would have been difficult to recreate in the same way as an independent consultant. 

A business that can evolve 

In 2023, Elliot’s wife, Natalie, joined TAB York as co-owner, bringing more than 27 years of senior commercial, marketing and leadership experience. The decision gave the business greater capacity, introduced a different perspective and demonstrated the freedom Elliot had to evolve the franchise in the way he believed was right. 

"If you’re willing to join me, I think we can double our efforts and take this business to another level."

Together, Elliot and Natalie now bring more than 55 years of combined leadership experience to TAB York. 

Elliot Natalie Rich IQ May 26

What success means now

When Elliot first joined TAB, success was closely linked to independence: building his own business, controlling his direction and having the freedom to spend time with his family without asking somebody else’s permission. 

Over time, that definition has broadened. Success now includes family time, relationships, sport, hobbies, new experiences and continuing to improve different parts of life. It also means helping other business owners create more freedom and confidence for themselves.

That mix of independence, purpose and connection is why Elliot would choose the franchise route again. He had the experience to go it alone, but saw the value of an established brand, proven tools, practical support and a trusted network around him. 

Elliot Rich at UK Conference

“Success has become much broader than financial targets. It’s family time. It’s relationships. It’s sport and hobbies. It’s creating experiences. It’s continuing to improve different parts of your life.”

Could a TAB Franchise be your next chapter?

If you want to use your experience to help business owners succeed while building a business of your own, discover more about becoming a TAB franchisee.

If this sounds like something you’d like to explore, we’d love to hear from you. Get in touch with us today to find out more about how TAB can help you achieve your business and personal goals.

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