Sira Community and Markazia Group Launch “The Drive Series” in Strategic Partnership

Sira Community Jordan is stepping into a new chapter. The members-only business network has announced a year-long strategic partnership with Markazia Group, unveiling what they are calling “The Drive Series”, a fresh extension of its flagship platform, Sira Talks.

On paper, it’s a brand partnership. In reality, it feels more intentional than that.

Sira Talks has, for some time now, positioned itself as a space where professionals gather not just to listen, but to reflect and exchange. It’s built around the idea that growth often happens in conversations, the kind that are honest, sometimes uncomfortable, but always grounded in lived experience. With The Drive Series, that concept gets a longer runway. Six curated talks are planned across the year, each bringing in speakers from different industries to share practical insights from their own journeys, the tough calls, the turning points, the moments that shape a career.

I’ve seen similar community-driven formats across the region, and when they are done well, they’re spot on. People don’t just attend for the networking selfies. They come for perspective, for clarity… sometimes even for reassurance that they’re not the only ones figuring things out as they go along.

The first edition took place in March in Amman, setting the tone for what’s framed as a year-long journey. And believe it or not, what stands out isn’t just the speaker line-up but the structure behind it. Each session will extend beyond the event itself, with speaker-led insights and member reflections compiled into takeaways, building what organisers describe as a collective body of knowledge by the end of the year. In a region where too many panels end with applause and little follow-up, that extra layer matters. Otherwise, it’s all a bit of a faff, isn’t it?

The alignment between Sira and Markazia Group appears to rest heavily on shared values. Markazia is widely known in Jordan’s mobility sector as the exclusive distributor of brands including Toyota, Lexus, Hino, Yamaha, Budget Car Rental, Autel EV chargers, King Long buses, as well as Petronas lubricants and other automotive products. Since 1999, the company has built a strong footprint in automotive sales and after-sales services. But beyond its commercial operations, the group positions itself as a people-first employer, with an emphasis on continuous learning, empowerment and collaboration.

Zara Najjar, Co-Founder of Sira Community, said the partnership adds “another layer of intention” to how conversations are experienced and remembered within the community. Meanwhile, Yousef Al-Hasan, HR Director at Markazia Group, noted that growth begins with people, adding that the company’s commitment goes beyond business performance to fostering curiosity and meaningful connections.

That said, partnerships like this only work when both sides treat them as more than branding exercises. I reckon Sira’s challenge, and opportunity, will be to keep the conversations raw and relatable, even with a large corporate name attached. On the flip side, Markazia’s involvement signals how established companies in Jordan are thinking differently about community-building and talent development. It’s no longer confined to internal training programmes; it’s spilling outward into broader professional circles.

Founded in 2022, Sira has grown to include over 150 members across Jordan and the UAE. It remains private and membership-based, targeting professionals who value deeper engagement over surface-level networking. In many ways, this reflects a wider shift we’ve noticed at Arageek: founders and operators across MENA are craving spaces that prioritise substance over spectacle.

There’s something quietly powerful about that. Real growth rarely comes from a single keynote. It builds over time, through repeated exchange, reflection, and yes, the occasional uncomfortable question.

If The Drive Series delivers on its promise, it could become more than just another event line-up. It might evolve into a living archive of lessons from people navigating business, leadership and change in Jordan and beyond, a collective knowlege base shaped one conversation at a time. And in today’s landscape, that kind of slow-burn community building is, frankly, chuffed to bits worthy.

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