Peter Lubbers became CEO of Banijay Benelux in August 2020, having worked in media for over 30 years. Lubbers joined Banijay from Concept Street, a company specialising in factual entertainment which he founded with Roy Aalderink and the US studio MGM.

He began his career as an editor/producer within news and current affairs before moving to sports and entertainment. Lubbers quickly progressed to senior management positions at Endemol and Zodiak. Moving to public and commercial broadcasters as content director, he became responsible for programming at AVRO, RTL 7 and SBS group.