Meet the team
Sam Peters
Author, Journalist and Founder of Concussed Media
Sam Peters is an award-winning author and former journalist who spearheaded the Mail on Sunday’s acclaimed concussion in rugby campaign.
In 2023 Sam authored ‘Concussed; Sport’s Uncomfortable Truth’, recounting the huge challenges he’s faced reporting on concussion while also highlighting player welfare failings in professional sport.
In 2024 Concussed won the UK Sports Book Award for outstanding sports writing and was shortlisted for the William Hill Sports Book of the Year. It was also named a Times and Telegraph Book of the Year and Waterstones Sports Book of the Year.
He was twice shortlisted as rugby journalist of the year at the Sports Journalists Awards and also shortlisted for sports journalist of the year at the Press Gazette Awards.
He has since covered rugby for the Sunday Times and set up Concussed Media in 2023.
He has written two other books; The Row to Recovery and Broadside with England cricketer Stuart Broad.
Deborah Spencer
Co-Founder & Marketing Director
Described as the “godmother of design” by the Evening Standard after launching the award-winning designjunction in 2010, Deborah began her career at the Business Design Centre, where she ran New Designers and the London Art Fair.
After many successful years in the design world and an exit from designjunction, Deborah set up Planted, a media platform for sustainable design businesses. Deborah represents brands and design practices that promote ethical and environmentally-sound ways of working, running their events, marketing and PR campaigns.
At Concussed, Deborah runs the marketing and PR services side of the business, helping clients in the sports management and clinical professions to take their messaging about safer participation in grassroots sports to an audience of players, coaches, sporting associations, medical practitioners, schools, teachers and parents.
Andria Allan
PR & Comms Director
Andria brings 20 years of experience in PR, communications, and event management working extensively within the Olympic movement, global brands, and the sports event industry. She has collaborated with NGBs, international sporting federations, National Olympic Committees, sponsors, broadcasters and high-profile brands. As a former Press Officer for the British Olympic Association and Formula 1, Andria possesses a strong background in athlete and client management, writing, media relations, and crisis management, along with expertise in press and broadcast operations for major events such as the Olympic & Paralympic Games, Commonwealth Games, and FIFA World Cup.
Andria is an upbeat, tenacious, and a results-driven PR consultant, with a working knowledge of Japanese, Spanish & French. Her passion for the sporting industry drives her energy and motivates her to bring excellence to every project. She has a 14 year old son who plays rugby so has a vested interest in safety in the sport.
Mark Hudson
Events Director
Mark has over twenty years of experience launching and running conferences, exhibitions and events businesses around the world, having been based in London, New York and Singapore.
Mark’s recent work includes helping launch corporate innovation programmes, accelerators and startup competitions for Fortune500 companies across the world including the likes of Vodafone, Mastercard, AMEX Middle East, Salesforce, Lloyd’s Banking Group, Unilever and Etihad.
Mark also launched his own marketing agency out of Singapore, helping European startups set up shop and gain traction in Asia, as well as promoting ASEAN-based startups into European markets.
Mark is focussed on running our events at Concussed, looking after partner relationships as well as event planning and operations.
