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The Coates family is from Stoke-on-Trent, England, which is a small, working-class city. The patriarch of the family, Peter Coates, was an entrepreneur who was involved in many businesses. You can read a full bio of Peter Coates and his family here:

One of the businesses that Peter Coates decided to invest in was a series of failing betting shops around England that he wrapped under the name of Provincial Racing.

Bet365 was the first bookmaker based in the UK to take wagers on sports from all over the world. North American sports that took place late at night or in the early morning hours in the UK were available for wagering at Bet365. Not only that, but the site also went far deeper than the most popular leagues of each sport.
One of the most exciting aspects of betting with Bet365 Sport is that you have a massive choice of bets to choose from. Not only do you have the usual Win or Each Way bets available, but there’s a wide range of multiple selection bets available too.These bets include Doubles, Trebles, and Accumulators.
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Having already had success in other businesses, including a sports arena catering company, Coates had the bankroll to rebuild this business, the love of sport (he was a semi-professional English footballer himself), and the desire to remain in the betting business.

Coates had two children, Denise and John, and from an early age, they were involved in their father’s business.

Bet365 is one of the most profitable online betting websites in the business. It has gained a lot of popularity over the years and is still on the rise. It is now among one of the largest online gambling companies in the whole world. Reports of the figures show that the company has a profit on operations of around £660.4 million approximately.

Denise was specifically involved in the betting shops, having started her employment there as a cashier in her teens and continuing to work there throughout attaining her Economics degree in university.

After she graduated, Denise started to take on a larger role with Provincial Racing, eventually becoming the manager for the whole business. She was an excellent businesswoman – the company was growing and becoming more profitable each year.

However, this didn’t stop the wheels turning with Denise. She was looking for the next play for the company, and came up with an idea.

Internet gambling was starting to become prevalent in the late 1990s, and armed with a land-based stable of clients, Denise Coates was certain that she needed to be in that space as well. She had found a unique URL to purchase, and with a loan from her father, she bought Bet365.com.

The next step was to get software built and ready to launch a full, online sportsbook. This would cost money, and the online site would borrow money from Provincial Racing to accomplish this development.

A new corporation was set up for the online piece of the business, with Denise holding a slight majority of 50.2% of the shares. Her father and brother owned 43% between them, with the rest was set aside for other investors and employees.

So, with a great URL, a piece of software, and the money behind it to market their venture, Bet365 was ready to launch. In March 2001, the site went live, and the company started their rise to the top.

Founded in 2000 Bet365 is a gambling website available in 17 languages and 29
currencies with a unique history and company structure. While
similar companies established in the UK have since moved
offshore for a lower tax, Bet365 is privately-owned and based in
Stoke-on-Trent (Staffordshire, England, UK) where each of the
owners was born and raised. They are one of the largest gambling
sites in the world–larger than the online divisions of both
William Hill and Ladbrokes. As background information, we will
introduce their owners and cover their history.

Bet365 Ownership: The Coates Family

Bet365 is a family-owned business, 50.2% by
Denise Coates.
Her brother, John Coates, and her father, Peter, combined have
43.1% ownership; and the small remainder is taken by others. In
addition to the Bet365 betting website, the company owns an
84.4% stake in the English Premier League franchise Stoke City
FC, of which Peter Coates is the chair. As the story goes, he
was a bookmaker, and his daughter Denise headed up their online
expansion. While the origins of the site are vague, the story is
far more remarkable starting at the beginning with Peter Coates’
birth.

Peter Coates Bio

Peter Coates was born into poverty in 1938 in Stoke-on-Trent
(England, UK) as the youngest of 14 children. His father was a
miner and an avid fan of the local professional football team,
the Stoke City Potters. Peter left school at the tender age of
14 to work in an office, and perhaps made his father proud when
as a youth, he signed up to play with the Potters’ amateur team.
Not quite good enough to reach the highest level, he went on to
play football for the Goldenhill Wanderers and Kidsgrove
Athletic before giving up the sport in 1961 at the age of 23. He
then entered the service; and upon his release took a position
at Wimpy restaurants, where he reached the position of regional
manager.

Peter’s career as a businessman started in his late-twenties
when he founded Stadia Catering that provided catering services
to football grounds. Stadia merged with Lindley Catering in 1968
and Peter served as chair from 1968-2001. The confusion about
being a bookmaker comes from the fact that he was quite the keen
investor. He purchased a few betting shops in 1974 that would go
on to become the chain known as Provincial Racing, which through
future acquisitions grew to as many as 59 shops.

Provincial Racing was only one of many businesses tackled by
Peter. As mentioned, while owning these shops he was also chair
of Lindley Catering. Additionally, in 1983 he founded the radio
station Signal 1, and in 1989 he purchased a majority stake in
his favorite football club, Stoke City FC. He served as their
chair until 1997 before selling his shares in 1999 for £3.5
million. Peter didn’t stay away long! In May of 2006, Bet365
purchased back all the shares previously sold, and he resumed
the chair of Stoke City FC. As of today, he is currently listed
as the 25th richest man in football.

John and Denise Coates

John and Denise Coates are Co-CEOs of Bet365 and two of the
most private individuals you’ll find in the gambling business.
Neither acquiesced to a single full interview until 9-years
after the Bet365 website had been launched. From what can be
gathered from these interviews, while a teenager, Denise worked
as a cashier in one of her father’s betting shops–to him a
small side business to the catering company that serviced
football grounds.

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After receiving a first degree in econometrics from a local
university, Denise became the operating manager of the betting
shop franchise. She describes it as a handful of rubbish shops
that she was up for the challenge to improve. Her brother, John,
has stated in various interviews that working alongside Denise
in the late 1990’s, he saw how fast she caught on to the growth
of online betting and heard her keep repeating “this is what
we’re going to do.”

Bet365 Goes Online

In January of 2000, Denise Coates purchased the domain name
Bet365.com from eBay for £10,000. At the time, she was working
as the managing director of her father’s betting shop chain
Provincial Racing. Curious timing how this all played out. Peter
had only months earlier sold his shares in Stoke City FC for
£3.5 million. He then mortgaged the betting shops, receiving a
£15 million loan from the Royal Bank of Scotland (RBS), which
was used to fund Bet365’s startup.

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