Block judge Marty Fox teases US expansion and new reality show

Whitefox founder and The Block judge Marty Fox (left) is taking on the global stage, with new offices planned in London, Dubai and the US, and a possible reality TV series in the works.

The Block judge Marty Fox has revealed plans to take Whitefox global, and hinted at a future reality series of his own.

Fox, who founded Whitefox in 2017, travelled to the US last month to record an episode of his With The Fox podcast with celebrity real estate agent Ryan Serhant, known globally for his roles in Million Dollar Listing and Netflix’s Owning Manhattan.

“To be sitting with the most well known agent on the planet for my podcast was a great insight for our listeners”, Fox told the Herald Sun.

“He’s broken into the most competitive market in the world, built a globally recognised brand from scratch, and turned over eye-watering numbers.”

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Serhant recently confirmed he had closed the biggest deal of his career — a nearly $200m transaction — and previously sold Florida’s most expensive home for just under $140m.

His client list has reportedly included celebrities, tech billionaires, royalty, and high-net-worth international buyers.

Marty Fox sat down with Ryan Serhan, star of Netflix’s Owning Manhattan, inside Serhant’s SoHo HQ to film a special episode of the With The Fox podcast.

Whitefox chief executive and Block judge Marty Fox is eyeing a US launch and hasn’t ruled out bringing a reality renovation series or helming an international version of The Block to the US.

Fox confirmed to the Herald Sun that Whitefox is now tracking toward $2.5bn-$3bn in annual sales, with offices set to open in London and Dubai within 12 months.

A US research trip is scheduled for late 2026, and Fox said he and his family would move to Europe for 12 months from June 2027 to support the international rollout.

“It’s 100 per cent happening” he said.

“Once we land in the US, it’s game on.”

US real estate powerhouse Ryan Serhant was a keynote speaker at AREC 2024, where whispers placed his appearance fee around the $500,000 mark. Photo: AREC

Fox said the company’s ambition is to become the first international, privately owned, non-franchised boutique luxury real estate brand, and confirmed he’s already been approached about launching a Whitefox reality series.

“Once Whitefox is operating globally, the stories, the people, the brand itself, it’s tailor-made for storytelling on screen,” he said.

“We’ve had multiple approaches.”

Million Dollar Listing New York stars Fredrik Eklund, Steven Gold and Ryan Serhant helped redefine luxury real estate on screen, drawing global audiences to the New York market. Photo: Foxtel

During the podcast, Serhant admitted that leading a global company had taken a personal toll.

“I don’t think the brain damage is worth the enterprise value for starting your own company,” he said.

Fox said people see the cars, the fashion and the big results, but what they don’t see is the emotional weight we carry for our clients.

“Real estate isn’t just deals. It’s divorce, death, financial hardship, relocation, heartbreak,” he said.
“And we need to help client’s navigate these high pressure situations.

The pair connected over similar childhoods, both moved schools more than seven times, and their shared belief in brand storytelling.

Fox said his background in marketing helped shape Whitefox cinematic visual language from day one.

“We launched Whitefox in 2017, about two years before Ryan launched Serhant,” he said.

The Block 2025 is filmed in Daylesford for the first time, with contestants building homes from scratch in a brand new format described by Marty Fox as “the most exciting” yet. Photo: Nine

Back in Australia, Fox has returned to screens for The Block 2025 — his third season as judge — filmed this year in Daylesford.

He said the new format, with homes built from scratch, marked a major shift for the long-running renovation series.

“This year is the most exciting, true competition format The Block has ever done,” Fox said.

“For the first time, it’s a completely level playing field.

Marty Fox and wife Charlotte have plans to relocate their family to Europe in 2027, as Whitefox pushes into the US, UK and Middle East markets. Photo: Ash Koek

Contestants have to dig deep and problem-solve every week.”

Fox told the Herald Sun his direct judging style remains unchanged from previous seasons.

“I give feedback in black and white. It’s direct, but always practical. The contestants really appreciate that,” he said.

“They’re there to make as much profit as possible, so I judge through the lens of delivering a product to market.”

Marty Fox called his first televised Block auction in 2020 during Melbourne’s Covid lockdown, with 2 million people watching and bidders spaced two metres apart. Photo: Nine

As Whitefox expands into the US, and with his growing media profile, Fox hasn’t ruled out the possibility of judging a future international version of The Block or leading a reality series of his own, with him at the helm.

Asked about standout auction moments, Fox named his 2020 Block auction for Harry and Tash, watched by more than two million people during Covid lockdown, and the agency’s first-ever street auction in Perth.

“It 40 degrees, I was in shorts, and we had 120 people surrounding us,” Fox said.

Father-daughter team Harry and Tash made Block history as the first family duo on the show, with Marty Fox calling their 2020 auction under unprecedented pandemic conditions. Photo: Nine

Harry and Tash’s 2020 Block home drew national attention as part of a socially distanced auction that marked Marty Fox’s first appearance on the show. Photo: Nine

“It went hundreds of thousands over reserve, and I knew right then, Whitefox had landed in Perth.”

That auction helped spark Whitefox’s national expansion, which now includes 15 company-owned offices across Australia and New Zealand.

“Melbourne, Gold Coast, Brisbane, Adelaide, and now we’re about to open our second Perth office,” he said.

The With The Fox episode featuring Ryan Serhant drops later this week.

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david.bonaddio@news.com.au

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