Photo: Louise Helmfrid

Photo: Louise Helmfrid

mother of change

Siduri Poli is an award-winning serial entrepreneur who knows how innovation and new technologies must be linked to democracy and inclusion if we want to move forward. Siduri is the co-founder and Director of Development to one of Sweden's largest and most important entrepreneur hubs, Changers Hub, with over 1500 members and two locations in Stockholm. Also called an change empire with coworking spaces, Academy and a music label. The aim is to democratise success and enable young people in marginalised areas to succeed with their start-up ideas.

Siduri is running, investing and advising multiple companies and initiatives within tech, culture and social change. Today she has supported over 500 acknowledged business leaders and aspiring young leaders accelerate their business and brand. She is also an international Keynote speaker who has delivered two TEDx-talks and speeches to over 15.000 people in 2018 alone.

Siduri has been awarded to Future's Most Powerful by TCO, Digital Inspirer of The Year by IDG and CIO Sweden, Super Talent of the Year by Veckans Affärer, Future Promise of The Year by Marknadsföreningen, Super Communicator of The Year by Resumé, among others.

Early life

Born in Botkyrka, Stockholm 15th of March 1988. Daughter to Assyrian parents from Turkey. The identity as both Swedish and Assyrian, and the fact that her parents had to flee their home country because of it, has had a big impact on Sidur’is work. She talks about her relationship to her dad and how it has shaped her path in “A Changers Story” TEDx Talk 2018. A talk recognized within the TED-community which also brought her back to the TED-stage just three months later. describes her second talk; “In this eye-opening, emotional and poetic talk she continues to inspire when diving into how it’s like to be a person stuck in between two era's; the digital and the offline one.” The talk called “Why it has never been harder to be human” 2018.

She started her first company at the age of 17 out of frustration when she couldn’t find any jobs with conditions designed for the new era. The gig-economy was at the time not a big market and Siduri freelanced in many industries within entertainment, journalism and politics.

One of her first gigs was a full-page controversial article in Expressen, the second biggest newspaper in Sweden, named “Rånarna gör oss stolta och trygga”. The article is an example of the effects of segregation from her point of view as a 17 year old female from Botkyrka, explains how criminals are the superheroes of her neighbourhood. An article she today does not stand behind, but yet sees as important since it was her perspective then - and a perspective many young people today still have. Enabling and make positive role models visible was one of the reasons she later started Changers Hub with her partners.

Siduri Poli DJ & club owner Sturecompagniet 2011. Photo: Emilia Kemze

Siduri Poli DJ & club owner Sturecompagniet 2011. Photo: Emilia Kemze

The article made a lot of headlines which led her to new business opportunities as a political expert in big media outlets such as SVT, Swedish national TV, and SR, Swedish national radio. During these early years she studied Criminology at the University of Stockholm and Journalism at the private school Poppius. 

At the age of 16 Siduri started a blog that one year later had over 15.000 unique visitors. This was the era before blogs blew up. In the blog,, the readers could follow her everyday life as an integration advocate, as a DJ and club owner in some of the biggest clubs in Sweden, her sense of fashion and lifestyle products, and as an entrepreneur. Siduri has later said in an appearance at the Norrsken Foundation talk; “Working in the nightlife was the best way for a girl like me, who knew nobody, to build a platform. Having celebrities, politicians, business people and the elite of Sweden suck up for you to get on the guestlist is a great way to create a network”. 

At the age of 23 she closed the blog and used the domain as an portfolio-site which, as you can see, still is in use.

start-up career

Siduri’s interest in the tech-industry comes from the thousands of discussions at the dining table in the family house. Her dad’s interest in the future of human rights and her big brother’s, the developer Ninos Poli, interest in technology, was the root of many of her ideas on how to create a better world with new technology.

‘App-date’ on Good morning Sweden 2014

‘App-date’ on Good morning Sweden 2014

At the age of 24 Siduri graduated from the awarded Berghs School of Communication. She studied “Interactive communication”, an education within new technologies and entrepreneurship. There she met her partners to her innovation agency named IKI IKE, where they created new digital business models and innovations with some of the biggest brands in Sweden, both as consultants and as joint ventures. The goal was to create technology that was good both for their clients, the consumer and the world. IKI IKE later created its own platform; a service enabling drop-shipping easier for e-commerce named Co-Atelier. The platform automatised and supported emerging fashion designers to sell on new markets without having to handle sales, marketing and logistics.

During these years she also started investing, advising and taking a role in the boards of other start-ups, such as the innovation conference Gather. She also continued her work as a media profile as the tech expert in the biggest entertainment magazine in Sweden, Nöjesguiden, and having her own show, ‘App-date’, in the biggest morning show in Sweden; ‘Godmorgon Sverige’ (Good morning Sweden).

Since then Siduri has continued her work within the tech-industry as an investor, advisor, member of the board, keynote speaker and just recently, she founded a new business venture ‘Mishmash’ - a service matching new talents with new missions.

changers hub

At the age of 25 she joined a mentorship programme where she was a coach to a young girl from her old neighbourhood. In that programme she met three people who later became her co-founders for what first was a democratising project, but today is a big national movement with multiple concepts; Changers Hub.

The team of Changers Hub 2018. Photo: Ali Pasha

The team of Changers Hub 2018. Photo: Ali Pasha

Changers Hub’s vision is to democratise success. Changers Hub is an innovative entrepreneur hub with two locations in Stockholm, Sweden. The goal is to create a more equal society where all young people have the same chance to succeed with their ideas. Besides a co-working space, this hub also offers courses, lectures, coaching and a studio. Changers Hub started late 2015 and has been growing rapidly ever since. Today Changers Hub has over 1500 members which makes it one of the biggest hubs in Sweden. 

Changers Hub is today called a change empire with several business ideas and concepts, and has done collaborations with international brands such as Google and the UK Embassy among others.

Siduri Poli is aside from a co-founder also the Director of Development where she is Head of Brand, Creative Direction and Business Development. In 2019 Changer Hub will double the organisation by adding two more locations in Stockholm, one being a music studio. It has made its first international moves to the UK and Chile, which Di Digital were the first ones to write about. Launched four new education programmes, a report about success and several partnerships with big brands. Also reached a media publicity worth of 3,4 million SEK, 9,6 million eye-balls and a net promoter score of 72.


  • Näringslivets 150 Superkommunikatörer (plats 8)

  • Årets Framtidslöfte av Marknadsföreningen

  • Årets Digitala Inspiratör av IDG och CIO Sweden

  • Framtidens Mäktigaste av TCO

  • Årets Svenska Uppstickare av Shortcut

  • Sveriges 103 mest lovande unga företagare av Företagarna

  • Årets Supertalang i kategori "Samhällsbyggarna" av Veckans Affärer

selected media appearances