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The Alternative Board York

TAB York has been helping business owners and helping them help each other for over 10 years.

Expert business advice through advisory boards and business coaching

Better work-life balance for York business owners

TAB works with over 100+ businesses in Yorkshire

Over 400 UK businesses and thousands more in over 20 countries are part of The Alternative Board globally

If this sounds interesting, or you’re looking for local business coaching and advisory services, why not call Elliot or Natalie?

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Your York facilitators

Elliot is a highly experienced Sales and Marketing Director with extensive experience helping businesses grow in competitive international markets. He spent 20 years on the Board of James Heal, a global leader in textile and automotive testing equipment, where he helped expand exports across Asia, the Indian subcontinent and EMEA. During his time there, he played a key role in winning the Queen’s Award for Enterprise in International Trade and in the company’s successful acquisition by an American private equity firm.

Elliot brings extensive experience in developing strong business cultures, strategic growth, and board-level leadership. He works closely with SME owners to sharpen their strategy, improve sales and marketing performance, and build resilient, high-performing teams.

As a business coach, advisor and NED in York, he combines commercial expertise with practical, straight-talking advice. He is particularly passionate about helping leaders move from reactive problem-solving to focused, strategic growth, building stronger systems, clearer direction, and more profitable businesses.

Natalie is co-owner of The Alternative Board (TAB) York and an experienced executive coach supporting SME business owners across York and the surrounding region.

With more than 27 years’ marketing experience at senior and board level, including roles with Hallmark Cards, Boost Drinks, and BMW, she brings a strong blend of corporate and privately owned business insight. Throughout her career, she has shaped strategic direction, led marketing initiatives, and built the structure needed for sustainable growth and organisational change.

People development sits at the heart of Natalie’s approach. She believes successful businesses are built on strong leadership, clear accountability, and the right people in the right roles.

Through one-to-one business coaching and peer advisory board facilitation, Natalie helps business owners simplify complexity, gain perspective, and focus on what truly matters. She is driven by helping leaders achieve measurable results not just in profit, but in confidence, clarity, and control.

Our members

Discover the benefits of advice from others like you

Start with you

Focus on what you want in life and how your business can help get you there.

Increase profitability

Be held accountable to meet your business targets.

Improve decisions

Take control of your decisions through peer support and proven planning tools

Make better time choices

Spend your time well by utilising the experience of others.

Become a better leader

Motivate your people with the guidance of peers and an expert coach.

Plan a successful exit

Get the best result for you with tailored, hands-on support.

Our members are stronger together

I felt I had made a success of growing my business from start-up to employing 100 people after 10 years, but that I needed something more to help me take it to the next level. Being a member of TAB has given me an external perspective from both my fellow board members and 1:1 coaching sessions which I was missing before. With their help I am better equipped to achieve the ambitions I have for my business. If you are anything like me you will quickly begin to see TAB as an investment in yourself and your business.
Luke Norbury, Home Instead
Elliot has the rare ability to see right to the heart of an issue, be it big or small, and I’ve found his support and insight invaluable. Elliot gives us genuinely very useful, honest, and actionable advice across a broad range of issues in the business; his knowledge and guidance come without judgement, irrespective of the scale of the challenge or opportunity. I’ve especially appreciated Elliot’s support in staff development, developing a marketing strategy and working towards a real growth plan for our consulting business, although I'm sure we're only scratching the surface of what he can bring to us. Above all, it's fair to say that Elliot really cares about the businesses and people that he works with. This is further illustrated in the open, mutually supportive culture he creates within the board, which also demonstrates the degree of insight and intelligence he brings to selecting a diverse yet complimentary mix of businesspeople. Elliot has pushed me to really figure out what it is we’re trying to achieve and is the kind of strong (but kind!) figure who also holds me accountable and makes sure I follow through on the ideas and plans that we make. I thoroughly recommend working with Elliot to support your business.
Mike Waldron, RDD+
Running a business is a challenge, but today's new problem is something someone else has already dealt with. This week's craziness is next week’s learning, and tomorrow’s insight is sometimes the inspiration another needs. So it's about being part of a community that can share, support, guide and celebrate. We are all individuals, but together we are strong. Elliot has demonstrated his expertise and experience throughout the years I have known him via The Alternative Board. He provides carefully considered advice, support, impetus, and always an ability to listen without judgment. He exhibits excellent professional skills and business insights; more importantly, he cares about the entrepreneurs he works with and the success of both their businesses and their personal goals. Running a business is an often lonely, complex, and challenging endeavour. Through good times and tough times, Elliot has been there.
Simon Hudson, Kinata Ltd
10/10 Coach, Mentor and Sounding Board. Elliot's input has had a transformative impact on my business; immeasurably improving the quality of decision making, setting priorities, encouraging ambitious growth targets and developing a strategic action plan. He grasps problems quickly and readily offers an excellent analysis with suggested action points. Elliot is impressive; his thinking is always one step ahead. He is ambitious for you; he wants you to achieve your desired business success and your own life goals. Elliot is a key driver of success in my business.
James Fraser, The Framed Picture Company
As I stepped into my new MD role, Elliot and TAB came highly recommended to assist, advise and help me through this transition. Elliot has become an integral part of my business and circle of trust. Elliot offers a progressive balance between coaching, mentoring, teaching and challenging that has helped me move strategic initiatives forward in a more balanced, comprehensive and effective manner. Elliot supported me in clarifying my focus and challenged me to develop new ways to lead people, encouraging better interaction with my peers and staff. He has also supported my personal development and my business plans. Elliot always offers frank, independent, neutral advice that is often difficult to find inside one's own workplace. He is my conscience and mentor, and he keeps me on track and accountable.
Nick Turnbull, Managing Director, incDOT Design & Print
Since working with Natalie and Elliot Rich from TAB York, my business performance has greatly benefited. The monthly peer boards and 1-2-1 coaching has been invaluable in developing my business strategy, leadership skills, and long-term sustainability. The thoughtful onboarding process, flexible membership terms, and supportive peer group have exceeded my expectations. I would highly recommend giving TAB a try.
Susan Binnersley, H2H Resources
Clifford's Tower, York

Member successes and celebrations

TAB York Festive Event 2025

TAB York Members

Matt Bradley

Invent Partners

Y&NY Chamber of Commerce Dinner

York & North Yorkshire Chamber of Commerce

End of Year 2025

TAB York Members

Rooms4Groups

Yorkshire Post Business Awards

TAB Members Event

TAB York Members

Garry Davies

McClarrons

Sandburn Hall

TAB York Members

International Women's Day

TAB York Members

Team TAB (York)

Azets Charity Golf Day

The TAB York Effect

PPS Ltd

Team Building

TAB York Board

Team Building

TAB York Board

Simon Hudson

Soapy Group

Richard Metcalfe

Rogerthorpe Manor Hotel

Start your TAB journey

Get in touch with Elliot or Natalie.

They will contact you to arrange an introductory meeting.

During which, you’ll chat about whether TAB is right for you and your business.

Attend your first TAB board meeting and experience the power of peer support.

There’s no obligation, only an opportunity to find out more.

Media Coverage

TAB York Members Jan 2026

Published in the Business IQ Magazine for North Yorkshire (January 2026)

Celebrating a year of success

Elliot & Natalie Rich Oct 2025

Published in the Business IQ Magazine for North Yorkshire (October 2025)

Who is in your corner?

York TAB Members July 2025

Published in the Business IQ Magazine for North Yorkshire (July 2025)

York hosts landmark national business event for TAB members 

Elliot & Natalie Rich April 2025

Published in the Business IQ Magazine for North Yorkshire (April 2025)

Does your business culture support your vision?

Elliot & Natalie Rich Jan 2025-1

Published in the Business IQ Magazine for North Yorkshire (Jan 2025)

Own the year ahead

Elliot and Natalie Rich

Published in the York Press on 14th June 2023

Natalie Rich joins her husband, Elliot Rich as co-director at TAB York

Natalie Rich york

Published in Inside Media on 9th June 2023

TAB York brings in new Director, Natalie Rich

Elliot award-1

Published in Franchise Info on 27th April 2023

York-based Entrepreneur Elliot Rich Named TAB's Franchisee of the Year 2023 for Stellar Growth and Success

Elliot Rich The Yorkshire Times

Published in The Yorkshire Times on 20th Oct 2020

Elliot Rich - The Alternative Board

 

Elliot Rich 2022

Published in The York Press on 29th July 2020

Elliot Rich Yorkshire Post

Published in The Yorkshire Post on 1st June 2020

Introducing the York-Based Alternative Board Advisor: Empowering Businesses to Bounce Back Post-Lockdown

Latest news and insights

Managing Decision Fatigue as a Business Owner

23 March 2026 | 6 minute read

Decision fatigue in business is problematic for any ambitious entrepreneur. At work and home, a business owner should use these techniques to manage decision fatigue to avoid burnout.

The Signs of Business Owner Burnout and How to Stop It

24 February 2026 | 6 minute read

What are the signs of business owner burnout, and how can entrepreneurs deal with stress and anxiety in a healthy way before it gets too much?

Kindness in Leadership: The Competitive Advantage Most Businesses Miss

12 February 2026 | 3 minute read

Discover why kindness in leadership drives performance, trust and culture. TABcast insights on psychological safety, coaching and values-led growth.