Block judge Marty Fox teases US expansion and new reality show
The Block judge Marty Fox has revealed his bold global plans for his company and teases a new reality series.
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.
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.”
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.”
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.
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.
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.”
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.
“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
Originally published as Block judge Marty Fox teases US expansion and new reality show
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