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Scaling Up with Confidence: George Goss’s Business Journey with TAB

George Goss, Managing Director of Goss Environmental Coatings Ltd, has been running the family business since taking over from his father in 2014. With over 20 years of experience in the industry, George’s commitment to family values and business growth has been key to his success. However, like many small business owners, George found himself caught up in the day-to-day demands of the business, leaving little time to think strategically about its long-term direction.

In 2020, George joined The Alternative Board (TAB) West Herts, facilitated by Martin Munro. Through regular peer advisory board meetings and one-to-one coaching, TAB provided George with the support, structure, and practical advice he needed to push his business forward. Over the last few years, George’s company has grown 2.5x in revenue, and he’s been able to make bold decisions that have strengthened his team and positioned Goss Environmental Coatings Ltd for continued growth.

The Challenge

Before joining TAB, George struggled with balancing the everyday challenges of running a small business with the need to focus on long-term strategic goals. Without a formal board of directors, George often found it difficult to get fresh perspectives on business issues, leading to hesitation when making key decisions—especially around scaling the team and investing in growth.

“As a small business owner without a board, the idea of joining TAB appealed to me. I was contacted by Martin Munro, and it was a rare cold call that I actually followed up on. After attending a meeting, I realised how much value there was in sitting down with like-minded business leaders and discussing the good and the bad challenges we all face.”

 

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George Goss, Managing Director, Goss Coatings

The Solution

Since joining the West Herts TAB board, George has gained access to a network of experienced business owners who are facing many of the same challenges. The monthly TAB meetings provide a confidential space for George to discuss pressing issues, receive practical advice, and make commitments that keep him accountable. 

“The key difference with TAB is that you're working through real-time issues with real people and businesses. It’s not about theory; it's about practical, grounded advice. We help each other solve problems, and by the next meeting, we follow up on how things have played out.”

With the encouragement of his TAB peers, George has taken bold steps to grow his business. In particular, TAB has played a crucial role in helping him build a strong team. The advice and support from the board have given George the confidence to hire new staff and clearly define their roles, which has driven the company’s success.

“Since joining TAB, I’ve hired 3-4 new people, and each hire has strengthened the business. The board members shared their experiences, gave me the confidence to take the leap, and I haven’t regretted a single hire.”

project delivery manager Lukasz - Goss Environmental Coatings Ltd
George Goss with Project Delivery Manager Lukasz.

Results

Since joining TAB, George’s company has seen remarkable growth, increasing revenue by 2.5x while maintaining consistent profits. The structured support and accountability provided by TAB have helped George make key strategic decisions and develop a long-term vision for his business.

“TAB has definitely played a part in our success. The board has given me the confidence to make bold decisions—something I tend to hesitate over. The encouragement and strategic advice from fellow members have pushed me to take action, and it’s paid off.”

Moreover, TAB has helped George navigate both major business challenges and the smaller, everyday issues that can build up over time. The regular meetings provide clarity and reassurance, knowing that he’s not facing these challenges alone.

“Sometimes small issues can build up and seem overwhelming, but attending TAB meetings helps me put things into perspective. With the input of like-minded business owners, you realise there are clear solutions, and it’s reassuring to know you’re not alone in facing these challenges.”

George Goss and Brad Seal - Goss Environmental Coatings Ltd
George Goss and Brad Seal (Hygienic Cladding & Wall Protection Business Manager).

A Bright Future Ahead

For George Goss, joining The Alternative Board has been a transformative experience. Through the structured meetings, real-world advice, and accountability provided by his TAB board, George has been able to step back from the day-to-day grind and focus on the strategic growth of his business.

“Make time for TAB. It’s just half a day a month, but it’s invaluable for focusing on the bigger picture. If you can’t make time for that, you’re probably too busy doing tasks that you shouldn’t be handling yourself. TAB helps you step back, think strategically, and make real progress.”

Key Results

  • 2.5x increase in company revenue since joining TAB
  • Successful hiring of 3-4 new team members
  • Greater strategic focus and long-term business planning
  • Accountability through structured TAB meetings
Office staff - Goss Environmental Coatings Ltd
Office staff at Goss Environmental Coatings Ltd at a training day

About Martin Munro

Martin Munro has worked with SME business owners across the UK, Middle East, and Scandinavia, from start-ups to AIM-listed companies. With expertise in mergers and acquisitions, business planning, and stakeholder alignment, Martin understands the challenges business owners face, having led businesses with teams of 5 to 100 people.

Since launching his TAB business in 2015, Martin has helped members achieve success through hard work, focus, and the support of their TAB Board peers. He runs TAB Boards for businesses in Hertfordshire, across sectors like manufacturing, IT, and professional services.

If you’re ready to take the next step in your business, contact Martin to learn how TAB can help you grow and succeed.

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"TAB has given me coaching sessions, focusing on the positive elements of my business and helping to grow and develop during what is probably the most difficult trading period we have encountered. TAB has also invited me to a monthly board meeting where I joined six existing members, all of whom have extensive business experience and have provided me with some invaluable advice, guidance and accountability."

Kelly Smith, Juice Personnel

"TAB is an independent thought process, away from the influences and pressures of work. In the day-to-day job, you can get drawn into distractions, you often don’t have time to think, and you’re just firefighting problems. However, with TAB, getting out of the office and speaking with the board for the 3-4 hours we have together allows me to think more independently."

David Scalley, AJT Engineering

"I have a debt of gratitude to TAB after a 400% turnover boost. I can’t speak highly enough of The Alternative Board. It has made a huge difference to our agency. It’s something I would encourage business owners to think about. We wouldn’t have been able to achieve the growth we have without TAB."

Adam Bell, Moment

"I always feel uplifted and more confident following a board meeting.  The challenges we face as business owners are invariably those shared by the other board members. Bringing them to the table puts them in perspective and usually provides several options on how to tackle them.  Support, being non-judgemental and really trying to understand each other's businesses help make the meetings fun, enjoyable and, most of all, invaluable to the growth and well-being of my own business.  The regular one-to-ones help build on this with tough constructive advice.  I would be lost without the support of TAB."

Jan Buckett , JMB Accounting

"Before TAB, I didn’t really have anyone I could talk to about business issues. Getting reassurance from my board on things I’m thinking of doing gives me more confidence to get on with it. I really value the openness of my board and facilitator, which allows me to say what I’m feeling and thinking.  I’m now making longer-term plans and decisions about the business.  As a result, I enjoy running the business more because I know we’re heading in the direction, rather than focusing on short-term fixes."

Geoff Hunt, Hey Group
Having a Peer Board is an amazing asset to me. It’s a safe and supportive environment where you get the support of other business owners who are committed to your success. It’s allowing me to be candid and get different views on sorting out knotty problems.
Professor Deborah Eyre, High Performance Learning