English businessman [[Peter Coates]] founded Stadia catering in 1968; a company which provided catering services to football venues across England. Following a successful merger with competitor Lindley Catering, Coates began purchasing local betting shops. The chain launched in 1974 branded as [[Provincial Racing]] which would eventually operate over 50 locations. Peter Coates continued to pursue new business ventures; launching the Signal 1 radio station in 1983 and purchasing a majority stake in the English football team Stoke City FC. Coates would sell his shares in Stoke in 1999 for £3,500,000.
Peter Coates' eldest daughter [[Denise Coates|Denise]] worked at Provincial Racing while pursuing a degree in econometrics at the University of Sheffield. She continued to rise through the company and was named managing director in 1995.